A report on a survey of Ireland's 18+ population about awareness of MEAS, responsible drinking campaigns and related public communications brands and websites.
This is a slide show from an interactive training designed for tobacco control advocates and enthusiasts working with youth and young adults. In the training, we reviewed content and navigation of the ATTACK Toolkit. With the help from Jeff Jordan, President and Founder of Rescue Social Change Group, we highlighted how Social Branding strategy promotes tobacco-free lifestyles.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Study of the Key Drivers of Online Content Consumption. An AOL sponsored study to better understand content usage was presented. Presenters included, Kristin Kovner- Senior Marketing Director at AOL, Bill Ziff-Levine-Principal & Co-Founder Data & Management at Counsel, Inc., & Jon Stewart- Research Director at Nielsen.
This document provides a summary of the January 2014 ZIndex report from Amárach Research and Cloud90. The report tracks consumer sentiment towards various sectors through analysis of social media conversations. Key findings include:
- Sentiment towards the Beverages and Food sectors declined significantly over the month.
- The Fuel sector saw its ZIndex score turn positive for the first time. Telecoms also approached a positive score.
- More sectors like Insurance and Property achieved positive ZIndex scores for the first time.
Catholic Primary Schools Management Association (CPSMA) Survey December 2012Amarach Research
Results of a survey of over 600 managers of Catholic primary schools in Ireland in 2012.
Further details available from the CPSMA:
http://www.cpsma.ie/Press_Release/411
FSI has partnered with DALBAR to launch a series of brief quarterly surveys to learn more about your thoughts and opinions on regulatory and business issues affecting independent broker-dealer and independent financial advisors. The following includes a summary of the full quarter one survey findings.
Have you noticed how similar websites look these days? Cover up the logo and can you really tell one from the other? How effective and identifiable is their brand once you cover up the logo? Is their identity getting lost online?
Read our research study to discover our findings.
Business research Synopsis: Impact of brand awareness on consumers attitude t...sshihabm
a business research synopsis on the topic impact of brand awareness on consumers attitude towards counterfeited/fake brands.it is a model synopsis which can be used for your research purposes
This is a slide show from an interactive training designed for tobacco control advocates and enthusiasts working with youth and young adults. In the training, we reviewed content and navigation of the ATTACK Toolkit. With the help from Jeff Jordan, President and Founder of Rescue Social Change Group, we highlighted how Social Branding strategy promotes tobacco-free lifestyles.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Study of the Key Drivers of Online Content Consumption. An AOL sponsored study to better understand content usage was presented. Presenters included, Kristin Kovner- Senior Marketing Director at AOL, Bill Ziff-Levine-Principal & Co-Founder Data & Management at Counsel, Inc., & Jon Stewart- Research Director at Nielsen.
This document provides a summary of the January 2014 ZIndex report from Amárach Research and Cloud90. The report tracks consumer sentiment towards various sectors through analysis of social media conversations. Key findings include:
- Sentiment towards the Beverages and Food sectors declined significantly over the month.
- The Fuel sector saw its ZIndex score turn positive for the first time. Telecoms also approached a positive score.
- More sectors like Insurance and Property achieved positive ZIndex scores for the first time.
Catholic Primary Schools Management Association (CPSMA) Survey December 2012Amarach Research
Results of a survey of over 600 managers of Catholic primary schools in Ireland in 2012.
Further details available from the CPSMA:
http://www.cpsma.ie/Press_Release/411
FSI has partnered with DALBAR to launch a series of brief quarterly surveys to learn more about your thoughts and opinions on regulatory and business issues affecting independent broker-dealer and independent financial advisors. The following includes a summary of the full quarter one survey findings.
Have you noticed how similar websites look these days? Cover up the logo and can you really tell one from the other? How effective and identifiable is their brand once you cover up the logo? Is their identity getting lost online?
Read our research study to discover our findings.
Business research Synopsis: Impact of brand awareness on consumers attitude t...sshihabm
a business research synopsis on the topic impact of brand awareness on consumers attitude towards counterfeited/fake brands.it is a model synopsis which can be used for your research purposes
Digital Consumer Behavior - Basic Knowledge and Case Studies (Thai Market)Rabbit's Tale
DIGITAL CONSUMER BEHAVIOR
Basic Knowledge and Case Studies of new emerging behaviors in digital space
Bangkok University (Thailand) : MK 314 Section 3711
FIRST VERSION : NOV 2013
EDITED VERSION : JUL 2014
This research presentation compares two camera options and makes a recommendation. It outlines the purpose and methodology of the study, including the data sources and a decision matrix. The results are presented by showing the strengths and weaknesses of each camera option, and a comparison matrix informs the final recommendation of which camera is best and why.
The document summarizes a study that surveyed 130 newly admitted undergraduate teacher education students about their views on parent involvement in education. The survey aimed to understand students' memories of their own families' school involvement and how they conceptualize the roles of parents and teachers. It found that students viewed parent knowledge as long-term and individual while teacher knowledge was seen as professional and unbiased. Students anticipated doing more school-based parent involvement like conferences rather than community activities. The authors advocate giving greater attention to families in teacher education programs.
This document outlines a research proposal that investigates teachers' perceptions of assessing students' oral reading skills in rural primary schools. The study aims to understand teachers' views on reading aloud assessments, and whether their perceptions differ based on years of teaching experience or education level. A mixed methods approach is proposed, using questionnaires to collect quantitative data on 80-120 teachers, and interviews of 12 teachers to obtain qualitative views. The research questions focus on teachers' perceptions of reading assessments, any differences related to experience or qualifications, and factors influencing perceptions. The significance, limitations, and methodology are described in the proposal.
This document discusses belonging and community in Ireland. It summarizes the findings of a survey on how Irish people interact with their neighbors, friends, and communities. The key findings are that over half of Irish people know their neighbors well, nearly half have 4 or more close friends, and over 27,000 people are registered volunteers with Special Olympics Ireland. The document examines topics like how long people have lived near neighbors, how often they communicate with friends, and the types of community involvement in Ireland.
The document summarizes the key findings of a research project called "The Future of Ireland". It discusses themes that emerged from focus groups and a survey, including Hope, Belonging, Family, Change, Happiness and Destiny. For hope, it found that while only 19% think Ireland is better now than 10 years ago, 42% expect Ireland to be better in 10 years' time. On belonging, it found that 57% would prefer to live in Ireland than anywhere else, and 46% agree the recession taught the value of family and community. Overall, the research found that while the past decade was difficult, the Irish remain hopeful, proud, and optimistic about the future for themselves and their families.
The document summarizes research conducted on how different generations will sustain the charity sector in the future. Quantitative research included a survey of 1,000 adults examining current and potential future engagement with charities. Qualitative research involved focus groups with those currently and not currently volunteering. Key findings include younger people being as supportive of charities' role but less currently volunteering, though open to future volunteering. Ensuring charities remain fresh through new volunteers and improving engagement of younger people were identified as important factors for the sector's sustainability.
Mental Health and Emotional Wellbeing in Ireland 2019Amarach Research
A survey of the Irish population about the sources of mental health and wellbeing, drawing on the Human Givens framework in relation to psychological needs and resources.
The Brand Impact of Cause Marketing in Ireland 2018Amarach Research
This document discusses the case for cause marketing. It finds that Irish consumers have a high level of awareness of brands that support causes, with 84% aware of at least one partnership. It also finds that supporting causes increases positive feelings towards brands and loyalty. Specifically, 62% of 16-24 year olds feel more positive towards brands supporting social causes. Over 40% of Irish consumers are more likely to stay loyal to brands that support causes or charities. Cause marketing can thus increase brand awareness, positive associations, and loyalty.
The document summarizes the findings of Amárach Research's monthly Economic Recovery Index survey conducted between April 2009 and June 2018. It finds that the Economic Recovery Index, which measures Irish consumers' views on the state of the economy on a scale from 0-100, has reached its highest level ever of 47.4 in June 2018, indicating Irish consumers may have emerged from a "reluctant recovery." Negative emotions among Irish consumers appear to still be high despite economic improvements, suggesting gains are not translating to meaningful benefits for many. Overall, the outlook for Irish consumer spending in the second half of 2018 is strong.
The document reports on Ireland's Economic Recovery Index from April 2009 to May 2018. It finds that while the index and economic conditions have greatly improved from the deepest recession in 2010, levels of stress, worry and anxiety among Irish citizens have remained high or gotten worse. Consumer sentiment and spending are also improving but the nation's overall emotional wellbeing has yet to fully recover, suggesting economic gains are not translating to meaningful benefits for many. The outlook for strong consumer spending in Ireland remains over the rest of 2018 however.
We have been tracking the economic and emotional wellbeing of the Irish nation every month for the past 9 years. The good news is that our economic wellbeing is clearly getting better, the bad news is that our emotional wellbeing appears to be getting worse...
Our monthly index of Irish consumer spending, saving and borrowing intentions has reached an all time high nearly 9 years after we started measuring the mood of the nation.
The Latte Levy - An Amarach Research and Carr Communications Report 2018Amarach Research
This document summarizes a study examining public opinion in Ireland on a proposed 15 cent levy on single-use plastic cups, known as the "latte levy". The study found that framing the levy and associated policies positively or negatively impacted reactions. Specifically:
- Nearly 6 in 10 Irish adults felt plastic cups contribute to pollution and nearly half felt the levy cost was appropriate.
- Over 7 in 10 supported a suite of measures to reduce plastic cup use, like discounts for reusable cups.
- Framing the levy positively increased support for reusable cups up to 3.4%, while multiple positive interventions could increase reuse up to 12.5%.
The document summarizes the results of Amárach Research's monthly Economic Recovery Index survey from April 2009 to February 2018. It finds that in February 2018, Ireland's Economic Recovery Index reached its highest level ever, indicating the economic situation is improving. Consumer sentiment is also improving - Irish consumers are more willing than ever to borrow and are less focused on debt repayment. Overall, the renewed optimism in consumer sentiment suggests strong consumer spending growth in Ireland over the rest of 2018.
The document summarizes key findings from a report by Amárach Research on the Irish pharmacy market. It finds that Irish consumers will spend over €1.2 billion in pharmacies in 2018, and this figure is expected to grow substantially in the coming years. Pharmacy customers tend to be loyal, with local independent pharmacies receiving the highest net promoter scores. The average customer spends €37 per month on health, beauty, and medical products, with over-55s spending the most. The report forecasts continued growth in the pharmacy sector due to an aging population and increased spending on health and beauty products traditionally sold through pharmacies.
The Three Connected Ireland Report examines how Irish people use mobile technology in their daily lives across three themes: The Connected Life, The Connected Business, and The Connected Citizen. Some key findings:
- People rely on their smartphones for communication, banking, maps, weather, and streaming services. Facebook is a primary source for news.
- Smartphones are seen as helping relationships, work, learning, and relaxation. Nearly half of respondents aim to improve health and fitness with smartphone apps.
- The Connected Business section looks at online shopping habits and engagement with businesses, brands, and services through mobile devices.
- The report is based on a survey of 1,000 Irish smartphone users and
Digital Consumer Behavior - Basic Knowledge and Case Studies (Thai Market)Rabbit's Tale
DIGITAL CONSUMER BEHAVIOR
Basic Knowledge and Case Studies of new emerging behaviors in digital space
Bangkok University (Thailand) : MK 314 Section 3711
FIRST VERSION : NOV 2013
EDITED VERSION : JUL 2014
This research presentation compares two camera options and makes a recommendation. It outlines the purpose and methodology of the study, including the data sources and a decision matrix. The results are presented by showing the strengths and weaknesses of each camera option, and a comparison matrix informs the final recommendation of which camera is best and why.
The document summarizes a study that surveyed 130 newly admitted undergraduate teacher education students about their views on parent involvement in education. The survey aimed to understand students' memories of their own families' school involvement and how they conceptualize the roles of parents and teachers. It found that students viewed parent knowledge as long-term and individual while teacher knowledge was seen as professional and unbiased. Students anticipated doing more school-based parent involvement like conferences rather than community activities. The authors advocate giving greater attention to families in teacher education programs.
This document outlines a research proposal that investigates teachers' perceptions of assessing students' oral reading skills in rural primary schools. The study aims to understand teachers' views on reading aloud assessments, and whether their perceptions differ based on years of teaching experience or education level. A mixed methods approach is proposed, using questionnaires to collect quantitative data on 80-120 teachers, and interviews of 12 teachers to obtain qualitative views. The research questions focus on teachers' perceptions of reading assessments, any differences related to experience or qualifications, and factors influencing perceptions. The significance, limitations, and methodology are described in the proposal.
This document discusses belonging and community in Ireland. It summarizes the findings of a survey on how Irish people interact with their neighbors, friends, and communities. The key findings are that over half of Irish people know their neighbors well, nearly half have 4 or more close friends, and over 27,000 people are registered volunteers with Special Olympics Ireland. The document examines topics like how long people have lived near neighbors, how often they communicate with friends, and the types of community involvement in Ireland.
The document summarizes the key findings of a research project called "The Future of Ireland". It discusses themes that emerged from focus groups and a survey, including Hope, Belonging, Family, Change, Happiness and Destiny. For hope, it found that while only 19% think Ireland is better now than 10 years ago, 42% expect Ireland to be better in 10 years' time. On belonging, it found that 57% would prefer to live in Ireland than anywhere else, and 46% agree the recession taught the value of family and community. Overall, the research found that while the past decade was difficult, the Irish remain hopeful, proud, and optimistic about the future for themselves and their families.
The document summarizes research conducted on how different generations will sustain the charity sector in the future. Quantitative research included a survey of 1,000 adults examining current and potential future engagement with charities. Qualitative research involved focus groups with those currently and not currently volunteering. Key findings include younger people being as supportive of charities' role but less currently volunteering, though open to future volunteering. Ensuring charities remain fresh through new volunteers and improving engagement of younger people were identified as important factors for the sector's sustainability.
Mental Health and Emotional Wellbeing in Ireland 2019Amarach Research
A survey of the Irish population about the sources of mental health and wellbeing, drawing on the Human Givens framework in relation to psychological needs and resources.
The Brand Impact of Cause Marketing in Ireland 2018Amarach Research
This document discusses the case for cause marketing. It finds that Irish consumers have a high level of awareness of brands that support causes, with 84% aware of at least one partnership. It also finds that supporting causes increases positive feelings towards brands and loyalty. Specifically, 62% of 16-24 year olds feel more positive towards brands supporting social causes. Over 40% of Irish consumers are more likely to stay loyal to brands that support causes or charities. Cause marketing can thus increase brand awareness, positive associations, and loyalty.
The document summarizes the findings of Amárach Research's monthly Economic Recovery Index survey conducted between April 2009 and June 2018. It finds that the Economic Recovery Index, which measures Irish consumers' views on the state of the economy on a scale from 0-100, has reached its highest level ever of 47.4 in June 2018, indicating Irish consumers may have emerged from a "reluctant recovery." Negative emotions among Irish consumers appear to still be high despite economic improvements, suggesting gains are not translating to meaningful benefits for many. Overall, the outlook for Irish consumer spending in the second half of 2018 is strong.
The document reports on Ireland's Economic Recovery Index from April 2009 to May 2018. It finds that while the index and economic conditions have greatly improved from the deepest recession in 2010, levels of stress, worry and anxiety among Irish citizens have remained high or gotten worse. Consumer sentiment and spending are also improving but the nation's overall emotional wellbeing has yet to fully recover, suggesting economic gains are not translating to meaningful benefits for many. The outlook for strong consumer spending in Ireland remains over the rest of 2018 however.
We have been tracking the economic and emotional wellbeing of the Irish nation every month for the past 9 years. The good news is that our economic wellbeing is clearly getting better, the bad news is that our emotional wellbeing appears to be getting worse...
Our monthly index of Irish consumer spending, saving and borrowing intentions has reached an all time high nearly 9 years after we started measuring the mood of the nation.
The Latte Levy - An Amarach Research and Carr Communications Report 2018Amarach Research
This document summarizes a study examining public opinion in Ireland on a proposed 15 cent levy on single-use plastic cups, known as the "latte levy". The study found that framing the levy and associated policies positively or negatively impacted reactions. Specifically:
- Nearly 6 in 10 Irish adults felt plastic cups contribute to pollution and nearly half felt the levy cost was appropriate.
- Over 7 in 10 supported a suite of measures to reduce plastic cup use, like discounts for reusable cups.
- Framing the levy positively increased support for reusable cups up to 3.4%, while multiple positive interventions could increase reuse up to 12.5%.
The document summarizes the results of Amárach Research's monthly Economic Recovery Index survey from April 2009 to February 2018. It finds that in February 2018, Ireland's Economic Recovery Index reached its highest level ever, indicating the economic situation is improving. Consumer sentiment is also improving - Irish consumers are more willing than ever to borrow and are less focused on debt repayment. Overall, the renewed optimism in consumer sentiment suggests strong consumer spending growth in Ireland over the rest of 2018.
The document summarizes key findings from a report by Amárach Research on the Irish pharmacy market. It finds that Irish consumers will spend over €1.2 billion in pharmacies in 2018, and this figure is expected to grow substantially in the coming years. Pharmacy customers tend to be loyal, with local independent pharmacies receiving the highest net promoter scores. The average customer spends €37 per month on health, beauty, and medical products, with over-55s spending the most. The report forecasts continued growth in the pharmacy sector due to an aging population and increased spending on health and beauty products traditionally sold through pharmacies.
The Three Connected Ireland Report examines how Irish people use mobile technology in their daily lives across three themes: The Connected Life, The Connected Business, and The Connected Citizen. Some key findings:
- People rely on their smartphones for communication, banking, maps, weather, and streaming services. Facebook is a primary source for news.
- Smartphones are seen as helping relationships, work, learning, and relaxation. Nearly half of respondents aim to improve health and fitness with smartphone apps.
- The Connected Business section looks at online shopping habits and engagement with businesses, brands, and services through mobile devices.
- The report is based on a survey of 1,000 Irish smartphone users and
This document summarizes a report on research about the future of the charity sector in Ireland over the next 20 years. It conducted interviews and surveys with various stakeholders to understand their perspectives. Key findings included a desire for change in how charities operate, the need to demonstrate impact through data, issues with regulation and funding, challenges finding qualified people, and improving public understanding and transparency. The research aims to provoke debate on expectations of charities, the role of volunteers, impacts of regulation, needs for professionalism and organizational change, the role of the state, and triggers for change within charities.
This report analyzes loyalty marketing trends in Ireland based on a survey of 12,000 Irish adults. It finds that while most Irish adults belong to multiple loyalty programs, penetration varies significantly between brands. Loyalty program membership is stable over time and higher for older established brands. Different programs attract varying demographic profiles, and program membership has been shown to substantially increase customer loyalty metrics like Net Promoter Score. The report recommends that marketers focus on measuring the impact of their loyalty programs and ensuring programs reach their desired audiences.
Wellbeing and Decision Making in Everyday Life - UCD and Amárach Research 2018Amarach Research
This document summarizes research using the Day Reconstruction Method to study well-being and decision-making in everyday life. The study collected data from over 900 Irish participants about their activities, locations, emotions, social interactions, and experiences of desires and self-control over the previous day. The results show that positive feelings were highest during social interactions and certain activities. Around 15% of reported desires involved failures of self-control. Trait levels of self-control were also found to impact feelings, desires, and fatigue over the course of a day. The document discusses opportunities to use this method to better understand and design interventions regarding specific domains like work, health behaviors, and media consumption.
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In a tight labour market, job-seekers gain bargaining power and leverage it into greater job quality—at least, that’s the conventional wisdom.
Michael, LMIC Economist, presented findings that reveal a weakened relationship between labour market tightness and job quality indicators following the pandemic. Labour market tightness coincided with growth in real wages for only a portion of workers: those in low-wage jobs requiring little education. Several factors—including labour market composition, worker and employer behaviour, and labour market practices—have contributed to the absence of worker benefits. These will be investigated further in future work.
Independent Study - College of Wooster Research (2023-2024) FDI, Culture, Glo...AntoniaOwensDetwiler
"Does Foreign Direct Investment Negatively Affect Preservation of Culture in the Global South? Case Studies in Thailand and Cambodia."
Do elements of globalization, such as Foreign Direct Investment (FDI), negatively affect the ability of countries in the Global South to preserve their culture? This research aims to answer this question by employing a cross-sectional comparative case study analysis utilizing methods of difference. Thailand and Cambodia are compared as they are in the same region and have a similar culture. The metric of difference between Thailand and Cambodia is their ability to preserve their culture. This ability is operationalized by their respective attitudes towards FDI; Thailand imposes stringent regulations and limitations on FDI while Cambodia does not hesitate to accept most FDI and imposes fewer limitations. The evidence from this study suggests that FDI from globally influential countries with high gross domestic products (GDPs) (e.g. China, U.S.) challenges the ability of countries with lower GDPs (e.g. Cambodia) to protect their culture. Furthermore, the ability, or lack thereof, of the receiving countries to protect their culture is amplified by the existence and implementation of restrictive FDI policies imposed by their governments.
My study abroad in Bali, Indonesia, inspired this research topic as I noticed how globalization is changing the culture of its people. I learned their language and way of life which helped me understand the beauty and importance of cultural preservation. I believe we could all benefit from learning new perspectives as they could help us ideate solutions to contemporary issues and empathize with others.
Abhay Bhutada, the Managing Director of Poonawalla Fincorp Limited, is an accomplished leader with over 15 years of experience in commercial and retail lending. A Qualified Chartered Accountant, he has been pivotal in leveraging technology to enhance financial services. Starting his career at Bank of India, he later founded TAB Capital Limited and co-founded Poonawalla Finance Private Limited, emphasizing digital lending. Under his leadership, Poonawalla Fincorp achieved a 'AAA' credit rating, integrating acquisitions and emphasizing corporate governance. Actively involved in industry forums and CSR initiatives, Abhay has been recognized with awards like "Young Entrepreneur of India 2017" and "40 under 40 Most Influential Leader for 2020-21." Personally, he values mindfulness, enjoys gardening, yoga, and sees every day as an opportunity for growth and improvement.
Vicinity Jobs’ data includes more than three million 2023 OJPs and thousands of skills. Most skills appear in less than 0.02% of job postings, so most postings rely on a small subset of commonly used terms, like teamwork.
Laura Adkins-Hackett, Economist, LMIC, and Sukriti Trehan, Data Scientist, LMIC, presented their research exploring trends in the skills listed in OJPs to develop a deeper understanding of in-demand skills. This research project uses pointwise mutual information and other methods to extract more information about common skills from the relationships between skills, occupations and regions.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
A toxic combination of 15 years of low growth, and four decades of high inequality, has left Britain poorer and falling behind its peers. Productivity growth is weak and public investment is low, while wages today are no higher than they were before the financial crisis. Britain needs a new economic strategy to lift itself out of stagnation.
Scotland is in many ways a microcosm of this challenge. It has become a hub for creative industries, is home to several world-class universities and a thriving community of businesses – strengths that need to be harness and leveraged. But it also has high levels of deprivation, with homelessness reaching a record high and nearly half a million people living in very deep poverty last year. Scotland won’t be truly thriving unless it finds ways to ensure that all its inhabitants benefit from growth and investment. This is the central challenge facing policy makers both in Holyrood and Westminster.
What should a new national economic strategy for Scotland include? What would the pursuit of stronger economic growth mean for local, national and UK-wide policy makers? How will economic change affect the jobs we do, the places we live and the businesses we work for? And what are the prospects for cities like Glasgow, and nations like Scotland, in rising to these challenges?
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2. 2
Table of Contents
A: Background and Research Objectives
B: Research Methodology
C: Sample Profile
D: Main Findings
3. 3
Background and Research Objectives
MEAS’s origins lie in the umbrella organisation, the Drinks Industry
Group of Ireland (DIGI), established in 1981. In order to better support the
development and implementation of social responsibility initiatives,
MEAS was established in 2002 and became operational in January 2003.
MEAS believe that :-
– the sensible consumption of alcohol is compatible with a healthy
lifestyle
– social responsibility implies obligations on the part of the Drinks
Industry to the entire community as well as to consumers
– the creation of an environment conducive to sensible drinking
balances personal responsibility, industry self-regulation and
Government regulation.
The organisation is committed to the promotion of the highest ethical
standards within the Drinks Industry, and does not condone any misuse
or abuse of alcohol.
As part of this remit MEAS have commissioned Amárach Research to
conduct research to establish the following:-
“To measure the public’s awareness and experience of MEAS’s
brands and websites”.
4. 4
Research Methodology
• A series of questions were placed on Amárach Research’s
omnibus. The omnibus is a syndicated service whereby clients
can include questions within the survey.
• The total sample was 1,000 adults aged 16 and over, but because
of the subject matter for this research we restricted the MEAS
questions to those aged 18 and over. Quotas were set to achieve
a demographically representative sample.
• A dual methodological approach is taken with an 850 sample
derived online and a 150 sample is conducted face to face - this
ensures that a fully representative sample is attained as online
panels traditionally under-represent the older age cohorts.
• Interviewing was conducted between 10th - 17th January 2011.
5. 5
Sample Profile
(Base: All Adults 18+ = 998)
SEX AGE REGION SOCIAL GRADE
% % % %
18-24 17
Dublin 28
ABC1/
Male 49 F50+ 48
25-34 22
Rest of
26
Leinster
35-44 19
Munster 28
C2DE/
Female 51 52
F50-
45+ 42
Conn/ 18
Ulster
Nationally demographic quotas were applied to ensure a representative sample was achieved.
7. 7
Awareness of Websites Promoting Responsible
Alcohol Consumption - Spontaneous
(Base: All Adults 18+ - 998)
Target audience
All Adults 18+
18-24 years
% %
54 74
21 13
9 8
6 2
6 7
3 1
Not sure/Don’t Know 15%
* All others 1% or less, including meas.ie, drugs.ie, health.ie, vintners.ie
For over half of all adults, drinkaware.ie is top of mind for websites that promote responsible
drinking, Diageo ranks second highest with 1 in 5 spontaneously mentioning them, this was much
higher in the older age cohorts (45+). Three quarters of the target 18-24 year old age group
spontaneously mentioned drinkaware.ie when asked – by far the most salient brand in this arena.
(Q.1)
8. 8
Websites Considered To Use To Obtain Information
Regarding Responsible Alcohol Consumption - Spontaneous
(Base: All Adults 18+)
Target audience
All Adults 18+
18-24 years
% %
48 67
12 3
8 8
6 1
5 6
2 1
Don’t Know/Not sure 19%
* All others 1% or less, including meas.ie, drugs.ie, health.ie, vintners
48% of adults would opt to go to drinkaware.ie if they were searching for information regarding
responsible drinking – 2 in 3 adults aged 18-24 years. 1 in 10 spontaneously mentioned online
search engines, especially Google.
(Q.2)
9. 9
drinkaware.ie demographic cut-through
(Base: All Adults 18+)
Spontaneous 54 Spontaneous
Awareness % Consideration 48
%
%
GENDER GENDER %
Male 51 Male 44
Female 56 Female 52
AGE AGE
18-24 74 18-24 67
25-34 62 25-34 55
35-44 54 35-44 50
45+ 41 45+ 37
SOCIAL CLASS SOCIAL CLASS
ABC1F50+ 60 ABC1F50+ 52
C2DEF50- 48 C2DEF50- 45
REGION REGION
Dublin 61 Dublin 53
Rest of Leinster 56 Rest of Leinster 51
Munster 49 Munster 46
Conn/Ulster 45 Conn/Ulster 41
Awareness regarding the site increases as age decreases, the 18-24 year old target most familiar
with the site. Dublin and white collar household also showing higher awareness.
(Q.1,2)
10. 10
Usage and Awareness of Websites - Total
(inc spontaneous and prompted awareness)
(Base: All Adults 18+)
Ever visited Aware
%
21 84
8 39
* 21
4 13
2 10
2 10
* 7
* 7
* 6
2 6
* 4
* Less then 1% had visited the
site * 3
At a prompted level awareness for drinkaware.ie grows to 84% of all adults 18+, 1 in 5 having
ever visited the site. 2 in 5 were aware the HSE offered information, but only 8% had actually
visited – much lower awareness and usage of alternative sites.
(Q.3a/b)
11. 11
Awareness Of Websites Providing Information Regarding Responsible
Alcohol Consumption – Total
(inc spontaneous and prompted awareness)
(Base: All Adults 18+)
Target audience
All Adults 18+
18-24 years
% %
84 93
39 35
21 13
13 14
10 11
10 6
7 8
7 9
6 7
6 16
4 4
3 1
*All others 1% or less, including vintners, social networks, Gardai websites
Awareness of drinkaware.ie becomes even more prominent in the target age cohort of 18-24
years with 93% of this group aware of the site, an extremely strong figure.
(Q.3a)
12. 12
Websites Visited to Provide Information Regarding
Responsible Alcohol Consumption (Prompted)
(Base: All Adults 18+)
Target audience
All Adults 18+
18-24 years
% %
21 37
8 5
4 5
2 1
2 1
2 1
1 2
1 1
None of these 70 59
*All others less than 1% including aa.ie, the European spirits organisation
30% of adults have visited a site to learn more about responsible alcohol consumption, 21%
using drinkaware.ie (70% of all who have actually visited a site). The HSE ranks second, this is
more popular amongst the 25-34 year old age cohort. The promotion of these websites has cut
through to the target audience even more, 41% of 18-24 year olds having visited a site, 37%
opting for drinkaware.ie, which is 90% of those who have actually visited.
(Q.3b)
13. 13
Usage and Awareness of drinkaware.ie - Total
(inc spontaneous and prompted awareness)
(Base: All Adults 18+)
Total 84 Incidence of 21
Awareness % Visiting %
GENDER GENDER
Male 81 Male 19
Female 87 Female 24
AGE AGE
18-24 93 18-24 37
25-34 86 25-34 28
35-44 91 35-44 20
45+ 76 45+ 13
SOCIAL CLASS SOCIAL CLASS
ABC1F50+ 89 ABC1F50+ 24
C2DEF50- 80 C2DEF50- 19
REGION REGION
Dublin 85 Dublin 25
Rest of Leinster 85 Rest of Leinster 21
Munster 86 Munster 21
Conn/Ulster 79 Conn/Ulster 18
(Q.3a/b)
14. 14
Usage and Awareness of HSE - Total
(inc spontaneous and prompted awareness)
(Base: All Adults 18+)
Total 39 Incidence of
8%
Awareness % Visiting
GENDER GENDER
Male 38 Male 9
Female 39 Female 7
AGE AGE
18-24 33 18-24 5
25-34 43 25-34 10
35-44 42 35-44 8
45+ 35 45+ 8
SOCIAL CLASS SOCIAL CLASS
ABC1F50+ 43 ABC1F50+ 9
C2DEF50- 33 C2DEF50- 7
REGION REGION
Dublin 34 Dublin 9
Rest of Leinster 42 Rest of Leinster 9
Munster 38 Munster 7
Conn/Ulster 39 Conn/Ulster 7
(Q.3a/b)
15. 15
Usage and Awareness of Alcohol Action Ireland
- Total (inc spontaneous and prompted awareness)
(Base: All Adults 18+)
Total 10 Incidence of 2%
Awareness % Visiting*
GENDER GENDER
Male 11 Male 2
Female 9 Female 2
AGE AGE
18-24 5 18-24 1
25-34 6 25-34 1
35-44 9 35-44 4
45+ 13 45+ 2
SOCIAL CLASS SOCIAL CLASS
ABC1F50+ 9 ABC1F50+ 2
C2DEF50- 11 C2DEF50- 2
REGION REGION
Dublin 10 Dublin 2
Rest of Leinster 12 Rest of Leinster 3
Munster 7 Munster 1
Conn/Ulster 8 Conn/Ulster 1
* Caution small base: Data based on 18 respondents (2% of total sample)
therefore data can only be considered as indicative i.e. Not statistically
reliable for analysis. These findings should be treated with some caution. (Q.3a/b)
16. 16
Usage and Awareness of Drugs.ie - Total
(inc spontaneous and prompted awareness)
(Base: All Adults 18+)
Total Incidence of 2%
Awareness 10% Visiting*
GENDER GENDER
Male 10 Male 2
Female 11 Female 2
AGE AGE
18-24 9 18-24 1
25-34 8 25-34 2
35-44 9 35-44 2
45+ 12 45+ 1
SOCIAL CLASS SOCIAL CLASS
ABC1F50+ 10 ABC1F50+ 1
C2DEF50- 11 C2DEF50- 2
REGION REGION
Dublin 10 Dublin 2
Rest of Leinster 12 Rest of Leinster 2
Munster 10 Munster 1
Conn/Ulster 9 Conn/Ulster 1
* Caution small base: Data based on 16 respondents (2% of total sample)
therefore data can only be considered as indicative i.e. Not statistically
reliable for analysis. These findings should be treated with some caution. (Q.3a/b)
17. 17
Usage and Awareness of Your Drinking.ie –
Total (inc spontaneous and prompted awareness)
(Base: All Adults 18+)
Total 7% Incidence of 1%
Awareness 10% Visiting*
GENDER GENDER
Male 7 Male 2
Female 7 Female 1
AGE AGE
18-24 8 18-24 2
25-34 10 25-34 1
35-44 6 35-44 1
45+ 5 45+ 1
SOCIAL CLASS SOCIAL CLASS
ABC1F50+ 6 ABC1F50+ 1
C2DEF50- 7 C2DEF50- 1
REGION REGION
Dublin 6 Dublin 2
Rest of Leinster 7 Rest of Leinster 1
Munster 7 Munster 1
Conn/Ulster 6 Conn/Ulster 1
* Caution small base: Data based on 12 respondents (1% of total sample)
therefore data can only be considered as indicative i.e. Not statistically
reliable for analysis. These findings should be treated with some caution. (Q.3a/b)
18. 18
Usage and Awareness of Spun Out – Total
(inc spontaneous and prompted awareness)
(Base: All Adults 18+)
Total 6% Incidence of 2%
Awareness 10% Visiting*
GENDER GENDER
Male 4 Male 2
Female 7 Female 2
AGE AGE
18-24 16 18-24 5
25-34 6 25-34 2
35-44 4 35-44 2
45+ 2 45+ 1
SOCIAL CLASS SOCIAL CLASS
ABC1F50+ 8 ABC1F50+ 2
C2DEF50- 2 C2DEF50- *
REGION REGION
Dublin 5 Dublin 2
Rest of Leinster 5 Rest of Leinster 2
Munster 5 Munster 2
Conn/Ulster 9 Conn/Ulster 2
* Caution small base: Data based on 19 respondents (2% of total sample)
therefore data can only be considered as indicative i.e. Not statistically
reliable for analysis. These findings should be treated with some caution. (Q.3a/b)
19. Websites Providing the best Source of Information
about Drinking Alcohol Responsibilities
(Base: All Adults 18+)
%
Higher for:
• females
• 18-24
• 35-44
• ABC1F50+
5% 85%
10%
None of these
Given the prominence of the drinkaware.ie brand in this space it is hardly surprising that it
emerges much stronger in a head to head choice vs. Drugs.ie. There is potentially a
disassociation between drugs and alcohol, drinkaware.ie has potentially higher affinity with
alcohol. Even amongst those who were aware of both brands prior to being asked to choose,
drinkaware.ie still maintains its position with 85% opting for this as a better choice.
(Q.4)
20. 20
Key Findings
This research shows a very positive position for the drinkaware.ie brand.
It has extremely strong saliency in the public as a source of information
regarding the responsible consumption of alcohol.
– 54% of adults spontaneously aware
– 84% of adults aware at a total level (including prompted)
– 21% of adults having ever visited the site
The brand’s salience is even stronger amongst the target cohort of those
aged 18 to 24 years:-
– 3 in 4 spontaneously mentioned the website
– 93% were aware at a total level of the site – almost ubiquitous awareness
– 37% of this target cohort had actually visited the site
Consideration could be given to the use of sponsored search engine
links to the site, 1 in 10 adults mentioned a search engine as where they
would go to look for information regarding responsible drinking – this
could drive even more traffic to the sites.
When asked to opt for a more fitting site drinkaware.ie or drugs.ie,
drinkaware.ie was by far the most popular option (85%). This was still
the case amongst those who were aware of both sites prior to being
asked to opt for one.
21. Contact Amárach:
Mark Nolan Managing Director
or Michael McLoughlin Chief Executive
or Gerard O’Neill Chairman
for a confidential discussion about your needs
and to explore how we can help you succeed
through world class market research.
e. gerard.oneill@amarach.com
w. www.amarach.com
b. www.amarach.com/blog
t. twitter.com/AmarachResearch