1. MCCP Lighthouse™ Quarterly
Report – Q1 2012
What is MCCP Lighthouse™ Quarterly
Report – Q1 2012?
A round up of the Irish consumer’s mood,
mind-set & adaptive behaviours over the last
3 months & 5 emerging behavioural trends
Agenda
1. State of the Nation Q1 2012
2. Who’s being affected (key cohorts)?
3. Five key consumer discoveries

2. Why you need to know more?
1. Understand how your target market is feeling & coping right now to
meet their functional & emotional needs better than the competition.
2. Learn to leverage opportunities that drive value beyond price.
3. Tap into emerging behaviours & future proofed trends to change the
game in your category, for your brand.

3. How you can learn more?
A special lunchtime debrief is available if you want to listen to these trends
and learn how they can shape your brands strategy and activities
Simply call Susan on 01 6350030 or mail susan@mccp.ie for details

4. 1. State of the Nation Q1 2012
Where our country, our heads &
our behaviours are at in Q1 2012?

5. Still hyper sensitive to good
& bad news
Fairly stable sentiment over 6 months. Stability interrupted by 6 months of peaks
& troughs suggesting we are hyper sensitive to good & bad news
Dec Jan’12 Feb’12
June July Budget New Year New job
Aug
Trouble IMF res- 2012 Optimism announc-
UK riots,
in Greece tructure fear & takes ement's
impacts Stock
agreed cost of hold raises
on us & markets
crashing. living positivity
IMF
Sep Oct Nov
March April May Back Qualify
New Xmas &
Rising - Obama to for Euro
governm budget
cost of & Queen school 12’.
ent 2012
living; ECB visit rush Rugby in
elected worry
rates, IMF NZ.
Source: MCCPTrendstream™2012/ESRI 2012

6. More optimistic but cautious
of surprises
“The broadly stable sentiment reading in February is encouraging.
Consumers rightly recognise a wide range of problems in their current
circumstances and those of the broader Irish economy. So, their mood
remains cautious. However, there is also a sense that things are not
quite as bad as had been feared in December or as conditions now
appear in Greece. Irish consumers may also be sensing some more
encouraging signs on the jobs front. So, the key question is whether
‘surprises’ in upcoming economic news encourage the view that a very
slow turnaround is progressing or re-awaken intense fears about the
future.”
Austin Hughes, KBC Bank Ireland
Source: MCCPTrendstream™2012/ESRI 2012

7. Uncertainty means savings are
yo yoing
We’re back at the Similar to early 2011, Jan’12
Savings dipping is a
same level we were 12 was a peak while it dropped the
common behaviour
months ago following month…
Source: MCCP Trendstream™/ ESRI 2012

8. 2. Who’s affected & how?

9. Not all demographics have been
equally affected
Large
Influence (in
terms of size)
18-34
45-64
1,166,220
Cautious 1,042,879
but
Optimistic Mid-Life
Non- Adversely
Dependent Affected
Families 35-44 Families
65+ 695,073
535,393
Relatively Lower Relatively Higher
Recessionary Impact Recessionary Impact
Source: MCCPTrendstream™/ CSO 2011

10. Cohort Deep Dive
In this section we deep dive into the following cohorts:
• 18-34 year olds
• 35-44 year olds
• 45-64 year olds
• 65+ year olds
How they’re feeling & how they’re impacted?

11. 3. Five Key Consumer Discoveries
from MCCP Lighthouse™ Q1 2012
1 4
Home Utopia Restructuring
Our Lives
2 5
Women as
The Health
‘Generals’
Conundrum
3
Mainstream
Amateur Culture
Source: MCCPTrendstream™/
MCCP Discovery Process

12. How you can learn more?
A special lunchtime debrief is available if you want to listen to these trends
and learn how they can shape your brands strategy and activities
Simply call Susan on 01 6350030 or mail susan@mccp.ie for details