A guide to seven growth opportunities in post-recessionary Ireland.

1. sevenBIGnumbers 1

2. Market research is about more than
numbers. The task of research is to reduce
risk for decision-makers. Therefore market
research helps secure future success for
businesses & other organisations.
But numbers matter. Ireland’s economic
recovery is still far from certain and so
success-hungry Irish businesses will have to
focus on growth opportunities that defy the
recession.
At Amárach Research we have identified
seven such opportunities for you. We call
them the sevenBIGnumbers. In this briefing
we take you through the numbers and
provide tips on how you can align your
business with the growth opportunities that
they represent.
bounce back We hope this research reduce your risks and
helps you succeed…
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3. We may not be the ‘Young Europeans’ any more,
but Ireland still have the youngest population in
Europe. That’s one reason we still have a high
number of graduates – approximately 55,000 this
year (graduates & postgraduates).
Many EU countries are struggling to find
graduates to fill jobs – we’re struggling to find
jobs for graduates
Irish business productivity will (eventually)
benefit from an inflow of qualified, talented
young workers
Market Research Tip:
Start ups: expect a lot more of our
graduates to set up their own
businesses – seasoned marketers
will watch them to gauge emerging
trends and new demands.
source: www.hea.ie 3

4. That is the number of babies it’s expected will
be born in Ireland this year. We have the highest
fertility rate in Europe, and the number of
families with young children is expected to grow
continuously over the rest of the decade.
Ireland’s 20-something population peaked in ‘07
It is the 30-something population that is now
causing the baby boom
Families are fashionable again after a decade
of youth-driven individualism
Market Research Tip:
Focus on mums: they make most
of the decisions about spending,
savings & borrowing - for their
families as well as for themselves.
source: www.cso.ie 4

5. Ireland’s small & medium sized enterprises
have borne the brunt of the recession, but
continue to provide most of the jobs. What’s
more, the recovery in the economy will be driven
by the expansion of the SME sector.
The bulk of SMEs employ under 10 people, but
the share of those employing over 10 will grow as
recovery returns – it did before.
Technologies such as cloud computing are
making it easier and cheaper for businesses to
expand – one reason the tech sector is growing.
Market Research Tip:
Who decides? Researchers
sometimes forget that decision
making is distributed throughout
businesses – so knowing who to talk
to is as important as knowing which
source: www.deti.ie companies to research.
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6. People over the age of fifty – all 1.2 million of them –
make up over a quarter of Ireland’s total population
(and over a third of the adult population). Their
numbers will grow steadily over the next ten years,
as will those of over 50s throughout the world.
There are approximately as many 50-somethings
as teenagers in Ireland
Over 50s tend to have the lowest levels of debt
across the age groups
Our cultural obsession with youth will increasingly
give way to a new appreciation for maturity
Market Research Tip:
Not all the same: it is important not to
treat over 50s (or over 60s for that matter)
as one, homogenous group. Segmentation
will pay dividends – and avoid wasting
precious marketing budgets.
source: www.cso.ie 6

7. Never has a product or service been adopted by
so many people in Ireland so quickly. We’re
talking Facebook of course. Nearly two thirds of
internet users – that’s over 4 in 10 adults – now
uses Facebook. And the number is still rising.
Internet usage in Ireland has continued to rise
steadily throughout the recession – from just 4 in
10 adults in 2006 to nearly 8 in 10 today.
Irish consumers are spending a growing share of
their time and money online.
The wider cultural consequences are only
emerging: expect new sources of trust and
authority to emerge post the recession.
Market Research Tip:
Paint a picture: consumers are keen to tell
their stories – use social media in
conjunction with surveys to paint a complete
picture of customers and their needs.
source: www.socialbakers.com
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8. Irish-Americans are one of the largest, most
affluent groups in the United States. Worldwide
there are upwards of 70 million people of Irish
descent. It’s one of the greatest untapped
opportunity for marketers, investors, educators
and charities based in Ireland today.
A third of Irish-Americans would be interested in
buying property in Ireland
Irish-American parents would like their children to
study in Ireland
Already, a large minority of Irish-Americans
donate to specific Irish charities
Market Research Tip:
Only Connect: Irish-Americans are
enthusiastic users of social media
and other technologies – and they
have a growing interest in finding
out about life ‘back home’.
source: www.census.gov
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9. That’s the approximate amount in euro Irish
consumers are expected to spend this year.
They’ll probably save another €10 billion on top of
that. Consumers spent the same amount back in
2003-4. But they won’t spend it on the same
things this year. That’s the challenge if you want to
get more than your fair share of the cake.
The consumer zeitgeist has been permanently
changed by the recession – recovery won’t mean
a return to the way things were
Consumers will remain focused on value – but
that doesn’t mean a focus just on price
New priorities – driven by new needs and
circumstances – will provide growth for some
Market Research Tip:
New influences: from ‘likes’ on
Facebook to a new sense of Irishness,
the research challenge will be to
separate out the fashionable from the
source: www.centralbank.ie sustainable.
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10. We hope you have found our guide to the
sevenBIGnumbers shaping Ireland’s
prospects helpful.
Remember, all recessions end in recovery –
and so will this one. Those who are focused
on the opportunities that will emerge will
have a head start when it comes to sharing
in the fruits of recovery.
But we’re not there yet. Therefore now is the
time to develop a deeper understanding of
your customers’ needs in preparation. But
don’t ask customers what they want, ask
them what they value. Then you’ll know what
you can profitably provide to meet their
needs.
And if you get it right, then not only will you
bounce back from the recession, you will
bounce forward even be able to bounce forward into a new
era of unforeseen opportunities.
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11. About Amárach Research
We are an independent market research
agency, providing a full range of research
services to our Irish and international
clients. We have worked with two thirds 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:
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12. Use this bonus number to help your business bounce
forward to success. Simply call:
Mark Nolan Managing Director
or Michael McLoughlin Chief Executive
or Gerard O’Neill Chairman
to discuss your needs and to explore how we can help
you succeed through world class market research.
e. info@amarach.com
w. www.amarach.com
b. www.amarach.com/blog
t. twitter.com/AmarachResearch
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