Our monthly analysis of the social conversation among Irish consumers about brands, products and categories. Powered by Cloud90. We track the ZIndex score for 9 categories - food, beverages, fuel, energy, transport, clothing, telecoms, insurance and property - analysing thousands of social media comments by Irish consumers every day.

1. March 2014 © Cloud90/Amárach Research 2014
An Amárach Research Report
In partnership with Cloud90
ZIndex
the emotional conversation
March 2014 Report
© Cloud90/Amárach Research 2014

2. March 2014 © Cloud90/Amárach Research 2014
ZIndex is the result of a unique research
collaboration between Amárach & Cloud90
ZIndex equips Irish marketers and planners
with real time insights into Irish consumers
About ZIndex
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3. March 2014 © Cloud90/Amárach Research 2014
Z = P - NZeitgeist Consumer Index (ZIndex) =
balance of positive and negative sentiment about products,
services, brands, sectors, categories & competitors

4. March 2014 © Cloud90/Amárach Research 2014
ZIndex

5. March 2014 © Cloud90/Amárach Research 2014
food
beverages
insurance
fuel
clothing energy
property
telecoms
transport
ZIndex Sectors

6. March 2014 © Cloud90/Amárach Research 2014
Welcome to the March 2014 edition of ZIndex – our monthly
look at the social conversation about brands and sectors
The month started better than it ended for some sectors,
Food, Energy and Telecoms saw big drops in ZIndex scores
The ZIndex for Clothing actually turned positive for the first
time, while Fuel and Insurance both recovered slightly
What’s the Buzz?
We are seeing price increases across sectors having a
serious impact on ZIndex scores in March

7. March 2014 © Cloud90/Amárach Research 2014
-80.0
-60.0
-40.0
-20.0
0.0
20.0
40.0
Week2-Sept-13
Week9-Sept-13
Week16-Sept-13
Week23-Sept-13
Week30-Sept-13
Week7-Oct-13
Week14-Oct-13
Week21-Oct-13
Week28-Oct-13
Week4-Nov-13
Week11-Nov-13
Week18-Nov-13
Week25-Nov-13
Week2-Dec-13
Week9-Dec-13
Week16-Dec-13
Week23-Dec-13
Week30-Dec-13
Week6-Jan-14
Week13-Jan-14
Week20-Jan-14
Week27-Jan-14
Week3-Feb-14
Week10-Feb-14
Week17-Feb-14
Week24-Feb-14
Week3March2014
Week10March2014
Week17March2014
Week24March2014
Weekly ZIndex
Sept-Mar 2014

8. March 2014 © Cloud90/Amárach Research 2014
Share of Buzz Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14
Beverages 26% 6% 11% 8% 11% 6%
Clothing 5% 8% 13% 7% 6% 5%
Energy 7% 7% 4% 8% 13% 7%
Food 15% 23% 18% 20% 12% 14%
Fuel 12% 8% 11% 10% 8% 13%
Insurance 6% 10% 9% 15% 9% 7%
Property 5% 6% 4% 9% 6% 9%
Telecoms 14% 20% 17% 22% 19% 14%
Transport 14% 11% 11% 19% 16% 13%

9. March 2014 © Cloud90/Amárach Research 2014
ZIndex: Food
-46
-26
-43
-48
4
-46
-50
-40
-30
-20
-10
0
10
October November December January February March
“@jonathanrea this is true !!! It is as of
they want the nation FAT ”
“RT @GuyCodes: Due to the economic
crisis and ever increasing price of food,
the 5 second drop rule has now been
increased to 10”
“RT @UB_Economics: The cost of an
Ulster fry has soared since Aug 2007
due to significant food price inflation”

10. March 2014 © Cloud90/Amárach Research 2014
ZIndex: Beverages
-68
-52
-32
-82
-74
-60
-100
-90
-80
-70
-60
-50
-40
-30
-20
-10
0
October November December January February March
“Thank you St. Patrick for driving
the snakes out of Ireland but also
for driving down the price of alcohol
around your holiday.”
“Never price drink somewhere else after
you already bought it. 80% of the time
you will be heartbroken”
“Price matters: RT @guardian: Chief
medical officer criticises #alcohol
offers in supermarkets, shops and
bars http://t.co/bXmAPCnglz”

11. March 2014 © Cloud90/Amárach Research 2014
ZIndex: Clothing
-41
-43
-21
-38
-48
4
October November December January February March
-60
-50
-40
-30
-20
-10
0
10 “Lovely children's clothes to a
affordable price over at Dollies and
Dinosaurs kids clothing”
“gorgeous skirt is half price on an
expensive clothing site and i can't
buy it because there's something
terribly wrong with my bank
card???”
“Promotional shopping bags: Are a
creative and cost-effective
marketing strategy
http://t.co/W1bGqZnNtJ #business
#marketing #tips”

12. March 2014 © Cloud90/Amárach Research 2014
ZIndex: Energy
-76
-49
-68
-50
-19
-74
-100
-90
-80
-70
-60
-50
-40
-30
-20
-10
0
October November December January Febraury March
“Ireland could meet it's renewable
energy target at 10% of the cost of
grid upgrade says BW Energy
report.”
“RT @LockTheGate: How rising gas
price is driven by the EXPORT PRICE.
Soon we will be hitched to the
global price market”
“RT @EmergentCulture: Pro-Russia
Troops Install Minefields, Border
Markers in Crimea; Gazprom Ups
Price of Natural Gas 37%”

13. March 2014 © Cloud90/Amárach Research 2014
ZIndex: Fuel
-45
-36
-55
0
-72
-61
-80
-70
-60
-50
-40
-30
-20
-10
0
October November December January February March
“Must keep an eye on the petrol
pump to see how quickly petrol
goes up in price. #crimea #ukraine”
“RT @NatUnionWorkers: Have you
noticed the price of petrol rising in
the past three years? And food,
and rent and bills and all the...
http…”
“RT @FactsProfessor: Just so you
Know, The price of gas in
Venezuela is only 6 cents per
gallon, that's cheaper than water.”

14. March 2014 © Cloud90/Amárach Research 2014
ZIndex: Transport
-40
-31
-64
-46
-7
-41
-70
-60
-50
-40
-30
-20
-10
0
October NovemberDecember January February March
“@killian694 Flights aren't fully
booked so they decrease the price to
fill spaces.....”
“RT @eoinmurphy22: Aerlingus are
taking the piss with the cost of
flights to Paris this weekend!!!! “
“It appears that Irish Rail no longer
put the tea-bag in the hot water for
you. Really feeling the whole
'economy class' thing right now.”

15. March 2014 © Cloud90/Amárach Research 2014
ZIndex: Telecoms-33
-25
-23
-3
3
-24
-35
-30
-25
-20
-15
-10
-5
0
5
10
October November December January February March
“Sore to know that between myself
and mam that our phone bills for the
month of January cost almost the
same as my flight to lanzarote #joke”
“Internet on my phone is suppost to
cost 99cent a day but yesterday
somehow it cost me 10euro for about
an hours use of internet??”
“Price for @virginmedia super fast
Broadband increased last month and
the internet has been slower than
ever. Useless.”

16. March 2014 © Cloud90/Amárach Research 2014
ZIndex: Insurance
-35
-79
8
2
-57
-36
-100
-80
-60
-40
-20
0
20
October November December January February March
“Only in govt wd u have plan
without cost!Universal health
insurance cost will not be known
for a year http://t.co/WphOKFu79g
via @IrishTimes”
“PRESS RELEASE: @MultitripCover
Announce New Low Cost Annual
Travel Insurance Price”

17. March 2014 © Cloud90/Amárach Research 2014
ZIndex: Property
-17
-24
-13
18
25
-20
-80
-60
-40
-20
0
20
40
October November December January February March
“Look at all the down arrows on
@PriceChanges - Property price
drops. Not in Dublin how ever ..
tale of 2 economies #vinb”
“UK house price growth
'approaching madness' | via
@Telegraph”
“Property price reductions at
lowest level for four years”

18. March 2014 © Cloud90/Amárach Research 2014
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19. March 2014 © Cloud90/Amárach Research 2014
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