1. MCCP Lighthouse™ Quarterly
Report – Q2 2012
A round up of the Irish consumer’s mood,
mind-set & adaptive behaviours over the
last 3 months
Agenda
1. State of the Nation Q2 2012
2. Who’s being affected (key cohorts)?
3. Five key consumer discoveries &
justaskMCCP™ survey results

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

3. How can you learn more?
• Understand how these trends can shape your brands strategy and activities
over a lunch and learn session either at our agency office or yours.
• The full MCCP Trendstream Lighthouse Q2 report – the Irish Consumer is now
available to purchase
• Simply call Susan or Ann Claire on 01 6350030 or mail susan@mccp.ie or
annclaire@mccp.ie for details.

4. 1. State of the Nation Q2 2012
Where our country, our heads and
our behaviours are at in Q2 2012?
1) Macro Economic Indicators
2) Consumer Sentiment Indicators

5. Seeds of hope & acceptance in Q2 2012
Optimism
7 stages of recession grief...
ACCEPTANCE &
ADAPTING HOPE
SHOCK & As we enter our 5th year of recession
DENIAL life becomes a little calmer & more
organised, "depression" begins to lift
slightly & we begin to look for
functional, realistic solutions RECON-
STRUCTION
PAIN &
GUILT
UPWARD
ANGER & ADJUSTING
BARGAINING
DEPRESSION &
REFLECTION
Pessimism
Late 2007 2008 2009 2010 2011 2012
Source: MCCPTrendstream™/ Discovery Process & Nielsen 2012

6. Consumer sentiment stabilising
compared to the roller coaster of 2011
65 63.7
Nov Jan’12
June July Xmas & New Year
63 Trouble IMF res- budget Optimism 62.5
in Greece tructure 62.3
2012 takes
impacts agreed
61 on us &
worry hold 61
60.6
IMF 60.1
59
Apr’12 June’12
Good Continued
57 56.3 55.9 55.8 56.6 57 weather jobs news
55.3 gives belief around the
to good country;
55 summer Euro 2012
& Irish fans
53
Sep Oct Dec Feb’12 Mar’12 May’12
51 Aug
Back Qualify Budget Positive St. Eurozone
UK riots,
to for Euro 2012 job Paddy’s issues
Stock
school 12’. 49.2 fear & news Day lifts knock
49 markets
cost of sentiment
crashing. rush Rugby in raises nation
NZ. living outlook slightly
47
45
Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12
Source: MCCPTrendstream™2012/ESRI 2012

7. What we say about key cohorts
“Middle aged and high spending cohorts are still the
most cautious but they’ve become more optimistic this
quarter. What is even more surprising is how the
youngest and oldest cohorts have the most in common
in terms of their positive attitude to spending, these
are segments of the market that should not be ignored
by marketers.”

8. Key cohorts changed their opinions & attitude to
the economy & their personal finances in Q2

9. The oldest and youngest cohorts
are the most optimistic
Thinking of your
own personal
situation in 2012
would you say that
the glass is...
Source: MCCP Trendstream™/*justaskMCCP™

10. Five Key Consumer Discoveries
from MCCP Lighthouse™ Q2
1 4
The Segmented I Benign Millennials
2 5
Modern Moralists Appreciation Nation
3
Invisible Men
Source: MCCPTrendstream™/ MCCP Discovery Process

11. The Segmented I
69% of Irish consumers frequently
“Scrutinise deals to see if they are worth it”*
About juskaskMCCP™ –
A survey of 1072 people across
Ireland spread across various
regions, social groups, & age cohorts
Source: *justaskMCCP™

12. The Segmented I Modern Moralists
Appreciation Nation
Invisible Men Benign Millennials

13. What we say about the Segmented I
“The ‘Segmented I’ shows how consumers are unwilling to
compromise by trading up and down as 7/10 scrutinize deals
to see if they are worth it - the ultimate maximisers. Does
your brand understand where to set a deal price point and
how to position the benefits so that you have the right value
equation today for the ‘Segmented I’ mind-set. ”

14. What we say about Invisible Men
‘Invisible men’ (real men in a new economy and in new
roles) are untapped in terms of their potential as a
consumer base. Does your brand have the opportunity to
develop a bespoke male proposition that fits real male
needs?

15. What we say about Benign Millennials
“Is your brand targeting youth and if so do you understand the
‘Benign Millennial’ mind-set? These may be digital natives but
they are also a generation that values tangible brand
experiences that are offline resisting branded content, and it
would be a mistake to assume that they are always
networked, always on.”

16. What we say about Modern Moralists
“The new agenda is being set by Irish consumers which we
have labelled as the ‘Modern Moralists’. They represent a
mentality where decisions are based on personal values and
these consumers are willing to take a stance, even take your
brand off the shelves if it fails to live up to expectations.”

17. What we say about
Appreciation Nation
‘Appreciation Nation’ explores the quest to define Irishness for
people at home and abroad who are appreciating Irish
achievements in a world that is out of focus. Does your brand
reflect the wider values of Irishness that are now important,
going further than simply being ‘Made in Ireland’?

18. How can you learn more?
• Understand how these trends can shape your brands strategy and activities
over a lunch and learn session either at our agency office or yours.
• The full MCCP Trendstream Lighthouse Q2 report – the Irish Consumer is now
available to purchase
• Simply call Susan or Ann Claire on 01 6350030 or mail susan@mccp.ie or
annclaire@mccp.ie for details.