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Amárach Economic Recovery Index March 2012
This document summarizes the results of Amárach Research's monthly Economic Recovery Index survey from April 2009 to March 2012. The March 2012 survey found that 43% believe Ireland's economic situation is getting worse, while 24% see signs of improvement. The Economic Recovery Index rose to 22.3 in March 2012, its highest level since August 2010. Perceptions of recovery differ depending on respondents' main bank, supermarket, insurer, or newspaper. Overall optimism about Ireland's economic future remains low.
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Amárach Economic Recovery Index March 2012
- 1. Economic Recovery Index An Amárach Research Briefing: Brand Mood Edition March 2012 Economic Recovery Index © Amárach Research1
- 2. The Emotional Recovery We have been reporting our monthly Economic Recovery Index since April 2009. We set out three years ago to assess the psychological impact of the recession and to chart our ‘emotional progress’ towards recovery alongside our ‘economic progress’. Our tracking research has shown the remarkable emotional strength of the Irish people, who have consistently reported ‘happiness’ and ‘enjoyment’ as their two most frequently experienced emotions. This report summarises our Economic Recovery Index results from April 2009 to March 2012. The most recent fieldwork was conducted during 19th to 24th March 2012 inclusive. Economic Recovery Index 2
- 3. Brand Moods We regularly track and measure brands, customer satisfaction and advertising impact for a diverse range of clients. One of the key measurement tasks is to measure the emotional strength of the consumer-brand relationship: usually in terms of a brand’s equity, values and positioning. But the emotional content of our brand relations is also shaped by the wider emotional landscape – something we have been tracking as part of the Economic Recovery Index. In this special issue we examine the ERI from the perspective of brands, i.e.: by comparing the views of consumers according to their main bank, supermarket, telco, insurer, utility and newspaper. We think you’ll find the results fascinating… Economic Recovery Index 3
- 4. A Matter ofMeasurement Every month we survey a representative, online sample of 1,000 adults and ask them to tell us which one statement ‘best describes the economic situation in Ireland right now’ (listed below) The consumer outlook has improved significantly since February: Feb’12: 0% Mar’12: 0% Feb’12: 2% Mar’12: 4% Feb’12: 55% Mar’12: 43% Feb’12: 18% Mar’12: 24% Feb’12: 24% Mar’12: 29% Economic Recovery Index 4
- 5. The Economic RecoveryIndex Using the answers to the question on ‘stages of recovery’ we have created the Economic Recovery Index, which ranges from 0 to 100 (0 = deep recession; 100 = back to peak). The ERI rose to 22.3 in March 2012, the highest level since August 2010: Source: Amárach Research, March 2012 Economic Recovery Index 5
- 6. The Stages ofRecovery: 1 Perceptions of the current stage of recovery by main bank and telecoms supplier: MAIN BANK MOBILE/LANDLINE SUPPLIER Vodafon March 2012 TOTAL AIB BOI PTSB UB O2 e Meteor eircom The economic situation in Ireland is 43% 40% 41% 49% 47% 41% 43% 43% 41% getting worse The economic situation is bad but 29% 31% 30% 23% 20% 28% 27% 33% 26% has stabilized The economic situation is bad but 24% 24% 24% 21% 26% 24% 25% 20% 27% showing a few signs of improvement The economic situation is getting better and showing 4% 4% 3% 3% 3% 4% 4% 2% 4% clear signs of improvement The economic situation is good and 0% 0% 0% 0% 0% 0% 0% 0% 0% almost fully recovered from the recession Source: Amárach Research, March 2012 Economic Recovery Index 6
- 7. The Stages ofRecovery: 2 Perceptions of the current stage of recovery by main supermarket and electricity supplier: MAIN SUPERMARKET ELECTRICITY SUPPLIER Dunne Super Electric March 2012 TOTAL Tesco Stores Valu Aldi Ireland Bord Gais Airtricity The economic situation in 43% 38% 46% 38% 57% 42% 43% 44% Ireland is getting worse The economic situation is 29% 31% 29% 19% 21% 27% 28% 32% bad but has stabilized The economic situation is bad but showing a few 24% 25% 21% 34% 18% 25% 25% 20% signs of improvement The economic situation is getting better and 4% 4% 2% 7% 2% 4% 3% 3% showing clear signs of improvement The economic situation is good and almost fully 0% 0% 0% 0% 0% 0% 0% 0% recovered from the recession Source: Amárach Research, March 2012 Economic Recovery Index 7
- 8. The Stages ofRecovery: 3 Perceptions of the current stage of recovery by main insurer and daily newspaper: HEALTH/LIFE INSURER DAILY NEWSPAPER Irish Irish Irish Irish March 2012 TOTAL VHI Liberty Aviva Life Times Indo Daily Mail The economic situation in 43% 34% 45% 31% 44% 34% 39% 46% Ireland is getting worse The economic situation is 29% 32% 28% 29% 28% 34% 32% 24% bad but has stabilized The economic situation is bad but showing a few 24% 29% 20% 35% 21% 25% 21% 27% signs of improvement The economic situation is getting better and 4% 4% 4% 3% 4% 6% 6% 3% showing clear signs of improvement The economic situation is good and almost fully 0% 0% 0% 0% 0% 0% 0% 0% recovered from the recession Source: Amárach Research, March 2012 Economic Recovery Index 8
- 9. Recovery Outlook 1 % of Irish adults who agree with each statement: Source: Amárach Research, March 2012 Economic Recovery Index 9
- 10. Recovery Outlook 2 % of Irish adults who agree with each statement: Source: Amárach Research, March 2012 Economic Recovery Index 10
- 11. Recovery Outlook 3 % of Irish adults who agree with each statement: Source: Amárach Research, March 2012 Economic Recovery Index 11
- 12. Financial Sentiment Indicators % of Irish adults who agree with each statement: March 2010, 2011, 2012 & February 2012 Impact on: •Spending •Saving •Debt •Borrowing Economic Recovery Index Source: Amárach Research, March 2012 12
- 13. The Mood ofthe Nation 1 Did you experience any of these feelings a lot of the day yesterday? % saying Yes: April 2009 to March 2012 Source: Amárach Research, March 2012 Economic Recovery Index 13
- 14. The Mood ofthe Nation 2 Did you experience any of these feelings a lot of the day yesterday? % saying Yes: April 2009 to March 2012 Source: Amárach Research, March 2012 Economic Recovery Index 14
- 15. Changing Moods: 1 Did you experience any of these feelings a lot of the day yesterday? % saying Yes: March 2012 MAIN BANK MOBILE/LANDLINE SUPPLIER Vodafon March 2012 TOTAL AIB BOI PTSB UB O2 e Meteor eircom Enjoyment 57% 54% 54% 60% 67% 59% 57% 54% 56% Happiness 55% 53% 55% 55% 60% 56% 52% 60% 52% Stress 41% 44% 39% 38% 44% 37% 42% 43% 42% Worry 34% 35% 31% 38% 37% 30% 34% 34% 30% Anxiety 28% 29% 26% 27% 25% 28% 27% 27% 28% Boredom 25% 28% 24% 23% 26% 25% 23% 30% 22% Pain 21% 20% 19% 27% 21% 22% 20% 19% 18% Sadness 19% 19% 19% 20% 22% 17% 19% 23% 22% Anger 16% 16% 15% 16% 16% 14% 15% 18% 16% Fear 9% 11% 5% 11% 10% 6% 9% 11% 8% Source: Amárach Research, March 2012 Economic Recovery Index 15
- 16. Changing Moods: 2 Did you experience any of these feelings a lot of the day yesterday? % saying Yes: March 2012 MAIN SUPERMARKET ELECTRICITY SUPPLIER Dunne Super Electric March 2012 TOTAL Tesco Stores Valu Aldi Ireland Bord Gais Airtricity Enjoyment 57% 57% 59% 66% 47% 57% 54% 59% Happiness 55% 56% 56% 61% 47% 53% 54% 59% Stress 41% 40% 44% 37% 50% 40% 42% 42% Worry 34% 35% 31% 30% 39% 33% 34% 36% Anxiety 28% 28% 24% 24% 34% 25% 32% 29% Boredom 25% 23% 25% 32% 28% 25% 24% 28% Pain 21% 19% 25% 15% 24% 22% 17% 22% Sadness 19% 20% 17% 19% 25% 19% 19% 21% Anger 16% 14% 14% 10% 26% 16% 17% 15% Fear 9% 7% 6% 7% 16% 9% 13% 6% Source: Amárach Research, March 2012 Economic Recovery Index 16
- 17. Changing Moods: 3 Did you experience any of these feelings a lot of the day yesterday? % saying Yes: March 2012 HEALTH/LIFE INSURER DAILY NEWSPAPER Irish Irish Irish Irish March 2012 TOTAL VHI Liberty Aviva Life Times Indo Daily Mail Enjoyment 57% 58% 62% 59% 55% 55% 52% 61% Happiness 55% 57% 56% 67% 55% 53% 53% 51% Stress 41% 41% 49% 35% 40% 36% 38% 48% Worry 34% 30% 33% 38% 30% 30% 32% 43% Anxiety 28% 29% 29% 26% 24% 29% 28% 38% Boredom 25% 26% 24% 24% 18% 21% 26% 27% Pain 21% 22% 20% 15% 23% 16% 25% 29% Sadness 19% 16% 21% 20% 15% 19% 19% 24% Anger 16% 11% 18% 14% 18% 14% 17% 22% Fear 9% 7% 10% 9% 7% 7% 9% 17% Economic Recovery Index Source: Amárach Research, March 2012 17
- 18. Brand Hope The March results for the Economic Recovery Index signal a strong improvement, consistent since the start of the year. This is a hopeful indicator of better things to come for Irish marketers and brand owners. The key message is that not all customers are ‘equally’ emotional – our findings in the briefing show extraordinary and significant differences between customers of competing brands in relation to their perceptions of the wider economy, and their daily emotional experience. Those brands seeking to benefit from a sustained improvement in consumer sentiment would be well advised to ensure their brand emotions are congruent with the increasingly positive emotions evident in the wider consumer population. Economic Recovery Index 18
- 19. If you area brand owner featured in this report, and would like a free briefing on the emotional wellbeing of your brand as uncovered by our Economic Recovery Index, then call us on 01 410 5200 and ask for: Mark Nolan Managing Director or Michael McLoughlin Chief Executive or Gerard O’Neill Chairman We’d be delighted to talk to you.
- 20. About Amárach Research Weare an independent market research agency, providing a full range of research services to our Irish and international clients. Our team of 30 research & support staff have worked with most of Ireland’s top 200 companies. Every year we survey over 100,000 people at home and abroad, as well as running hundreds of focus groups. Our experienced team of directors and executives manage online, face-to-face and cati surveys; as well as qualitative research including focus groups, in-depths and ethnographic studies. We also offer a unique field-only service to universities and international agencies. Amárach Research is proud to be:
- 21. Trends Report Call uson 01 410 5200 if you want your business to bounce forward to success. e. info@amarach.com w. www.amarach.com b. www.amarach.com/blog t. twitter.com/AmarachResearch