Our monthly survey of 1,000 Irish adults about their views on the economy, spending and savings intentions, and wider influences on their shopping and saving behaviour. Featuring new statements on switching, price sensitivity and buying Irish.

1. 1Economic Recovery Index
Economic Recovery Index
An Amárach Research Briefing
May 2013
(including analysis by main bank; main supermarket; daily newspaper)
© Amárach Research

2. 2Economic Recovery Index
Taxing Times
The property tax has come and gone – but
what about the emotional legacy? Funny thing,
there doesn’t appear to be any, at least for
now, according to our May ERI survey.
After April’s lapse into gloomier sentiment there
has been a modest recovery, albeit by not
enough to reverse the lapse.
The key theme is one of ‘emotional fragility’:
consumers are battered and anxious for
anything to boost their mood, their finances
and their prospects.
This month we look at the role of household
income and region on sentiment, as well as
views by main bank, supermarket and daily
newspaper.

3. 3Economic Recovery Index
The Emotional Recovery
We have been reporting our monthly
Economic Recovery Index since April 2009.
We set out four years ago to assess the
psychological impact of the recession and to
chart our ‘emotional progress’ towards
recovery alongside our ‘economic progress’.
This report summarises our Economic
Recovery Index results from April 2009 to
May 2013.
The most recent fieldwork was conducted
during 13th to 20th May 2013 inclusive.
We have now added historical tables to the
report following requests from a number of
readers.

4. 4Economic Recovery Index
A Matter of Measurement
Apr’13: 46% May’13: 44%
Apr’13: 29% May ’13: 29%
Apr’13: 22% May ’13: 24%
Apr’13: 3% May ’13: 2%
Apr’13: 0% May ’13: 1%
Every month we survey a representative, online sample of 1,000 adults and ask them to tell us
which one statement ‘best describes the economic situation in Ireland right now’ (listed below)
After April’s sharp reversal in our ERI measure, May saw a slight improvement:

5. 5Economic Recovery Index
Using the answers to the question on ‘stages of recovery’ we have created the Economic
Recovery Index, which ranges from 0 to 100 (0 = deep recession; 100 = back to peak).
Our ERI index in May 2013 stood at 21.3 – still below the recent peak in March:
The Economic Recovery Index
Source: Amárach Research, May 2013
0
5
10
15
20
25
30
Apr'09
Jun
July
Aug
Sept
Oct
Nov
Dec
Jan'10
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'11
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'12
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'13
Feb
Mar
Apr
May

6. 6Economic Recovery Index
ERI Summary Tables I
Which one statement ‘best describes the economic situation in Ireland right now’?
% choosing each statement:
%
The economic
situation in
Ireland is
getting worse
The economic
situation is bad
but has
stabilized
The economic
situation is bad
but showing a
few signs of
improvement
The economic
situation is
getting better
and showing
clear signs of
improvement
The economic
situation is
good and
almost fully
recovered
Economic
Recovery
Index
May-09 57 24 18 1 0 16.0
May-10 36 35 27 2 0 23.8
May-11 40 33 24 2 1 22.1
May-12 48 26 24 2 0 20.2
Apr-13 46 29 22 3 0 20.3
May-13 44 29 24 2 1 21.3

7. 7Economic Recovery Index
ERI Summary Tables II
% agree strongly/slightly with selected statements:
%
Ireland will be
through the
worst of the
recession in
12 months
time
I feel I am
financially
comfortable
enough to
make it
through the
recession
I am optimistic
in spite of the
current
economic
situation
Right now it
seems like the
recession is
affecting other
people more
than it is
affecting me
May-09 41 48 59 62
May-10 40 44 53 51
May-11 28 40 53 50
May-12 25 38 47 45
Apr-13 25 35 40 44
May-13 25 39 45 46

8. 8Economic Recovery Index
ERI Summary Tables III
% agree strongly/slightly with selected statements:
%
I am more
relaxed about
spending
money than I
was a few
months ago
I am saving a
lot more than
before
because of the
recession
My main
financial
priority is to
pay off my
debts as
quickly as
possible
I would be
happy to
borrow money
from a bank if I
need to
May-09 15 n/a n/a n/a
May-10 19 26 61 28
May-11 17 26 61 26
May-12 18 27 56 27
Apr-13 15 23 57 21
May-13 18 24 56 24

9. 9Economic Recovery Index
NEW: Price Sensitive I
% of Irish adults who agree/disagree with the statement (by sex, household income, region and
social class): “I always buy the lowest price products or services”
Source: Amárach Research, May 2013
May 2013 TOTAL Male Female €30k<
€30-
60K
€60-
€90k
>€90k Dublin Munster
AB
C1
C2
DE
Weighted Sample 1000 494 506 357 319 115 42 279 277 477 523
Strongly Agree 26% 25% 27% 35% 24% 17% 12% 25% 25% 23% 29%
Slightly Agree 32% 29% 35% 31% 35% 30% 38% 28% 36% 32% 32%
Neither/Nor 17% 20% 14% 13% 17% 19% 24% 22% 11% 18% 15%
Slightly Disagree 14% 15% 13% 10% 15% 23% 14% 15% 17% 17% 12%
Strongly Disagree 7% 8% 6% 6% 6% 9% 7% 7% 8% 8% 6%

10. 10Economic Recovery Index
NEW: Price Sensitive II
% of Irish adults who agree/disagree with the statement (by main bank/supermarket/daily
newspaper): “I always buy the lowest price products or services”
Source: Amárach Research, May 2013
May 2013 TOTAL AIB BoI PTSB Tesco Dunnes Aldi Lidl
Irish
Times
Irish
Indo
Irish
Daily
Mail
Weighted Sample 1000 349 293 129 331 165 209 136 185 206 78
Strongly Agree 26% 27% 26% 26% 23% 28% 34% 32% 18% 25% 28%
Slightly Agree 32% 32% 31% 32% 36% 29% 31% 32% 30% 35% 40%
Neither/Nor 17% 15% 18% 21% 18% 17% 15% 12% 21% 15% 9%
Slightly Disagree 14% 14% 14% 12% 13% 18% 10% 11% 19% 14% 9%
Strongly Disagree 7% 6% 6% 8% 7% 4% 4% 8% 9% 8% 9%

11. 11Economic Recovery Index
NEW: Switchers I
% of Irish adults who agree/disagree with the statement:
“I am always on the lookout for opportunities to switch to cheaper suppliers”
Source: Amárach Research, May 2013
May 2013 TOTAL Male Female €30k<
€30-
60K
€60-
€90k
>€90k Dublin Munster
AB
C1
C2
DE
Weighted Sample 1000 494 506 357 319 115 42 279 277 477 523
Strongly Agree 37% 37% 38% 42% 38% 30% 33% 33% 36% 36% 38%
Slightly Agree 32% 32% 32% 28% 34% 37% 38% 33% 35% 33% 31%
Neither/Nor 13% 14% 12% 11% 12% 13% 12% 16% 11% 14% 12%
Slightly Disagree 8% 7% 8% 7% 7% 14% 5% 9% 8% 7% 8%
Strongly Disagree 4% 4% 4% 4% 3% 3% 7% 4% 5% 4% 4%

12. 12Economic Recovery Index
NEW: Switchers II
% of Irish adults who agree/disagree with the statement (by main bank/supermarket/daily
newspaper): “I am always on the lookout for opportunities to switch to cheaper suppliers”
Source: Amárach Research, May 2013
May 2013 TOTAL AIB BoI PTSB Tesco Dunnes Aldi Lidl
Irish
Times
Irish
Indo
Irish
Daily
Mail
Weighted Sample 1000 349 293 129 331 165 209 136 185 206 78
Strongly Agree 37% 38% 38% 38% 35% 36% 42% 45% 35% 38% 40%
Slightly Agree 32% 32% 32% 32% 35% 28% 31% 26% 32% 35% 33%
Neither/Nor 13% 11% 15% 13% 11% 18% 11% 9% 14% 10% 11%
Slightly Disagree 8% 9% 6% 5% 8% 8% 6% 6% 8% 7% 8%
Strongly Disagree 4% 3% 3% 6% 5% 3% 2% 8% 5% 3% 4%

13. 13Economic Recovery Index
NEW: Buy Irish I
% of Irish adults who agree/disagree with the statement:
“I always buy Irish when I can”
Source: Amárach Research, May 2013
May 2013 TOTAL Male Female €30k<
€30-
60K
€60-
€90k
>€90k Dublin Munster
AB
C1
C2
DE
Weighted Sample 1000 494 506 357 319 115 42 279 277 477 523
Strongly Agree 24% 21% 28% 23% 29% 27% 12% 23% 22% 27% 22%
Slightly Agree 29% 31% 28% 27% 31% 32% 36% 31% 31% 28% 31%
Neither/Nor 22% 21% 23% 23% 18% 20% 21% 21% 22% 22% 22%
Slightly Disagree 14% 15% 13% 14% 13% 16% 14% 15% 15% 13% 14%
Strongly Disagree 7% 8% 6% 10% 6% 4% 10% 7% 7% 6% 8%

14. 14Economic Recovery Index
NEW: Buy Irish II
% of Irish adults who agree/disagree with the statement (by main bank/supermarket/daily
newspaper): “I always buy Irish when I can”
Source: Amárach Research, May 2013
May 2013 TOTAL AIB BoI PTSB Tesco Dunnes Aldi Lidl
Irish
Times
Irish
Indo
Irish
Daily
Mail
Weighted Sample 1000 349 293 129 331 165 209 136 185 206 78
Strongly Agree 24% 25% 24% 23% 21% 30% 24% 22% 29% 26% 26%
Slightly Agree 29% 29% 28% 33% 29% 31% 28% 24% 31% 35% 26%
Neither/Nor 22% 22% 24% 23% 21% 25% 24% 20% 18% 18% 24%
Slightly Disagree 14% 15% 15% 9% 17% 9% 12% 16% 13% 10% 14%
Strongly Disagree 7% 7% 7% 5% 8% 2% 7% 14% 4% 6% 6%

15. 15Economic Recovery Index
The Mood of the Nation 1
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: April 2009 to May 2013
Source: Amárach Research, May 2013
0%
10%
20%
30%
40%
50%
60%
70%
Apr'09
Jun
Aug
Oct
Dec
Feb
Apr'10
June
Aug
Oct
Dec
Feb
Apr'11
June
Aug
Oct
Dec
Feb
Apr'12
June
Aug
Oct
Dec
Feb
Apr
Enjoyment Happiness Stress Worry

16. 16Economic Recovery Index
The Mood of the Nation 2
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: April 2009 to May 2013
Source: Amárach Research, May 2013
0%
5%
10%
15%
20%
25%
30%
35%
40%
Apr'09
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
Jan'10
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'11
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'12
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan'13
Feb
Mar
Apr
May
Anxiety Sadness Pain Anger

17. 17Economic Recovery Index
Emotions Summary Table
% Enjoyment
Happ-
iness
Stress Worry Anxiety Sadness Pain Anger
May-09 60 54 44 35 28 17 18 15
May-10 55 50 45 41 31 20 24 16
May-11 52 53 43 38 29 16 20 13
May-12 56 53 45 38 30 19 21 17
Apr-13 52 49 47 45 30 19 25 18
May-13 52 52 44 41 34 22 25 18
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes:

18. 18Economic Recovery Index
Changing Moods I
Source: Amárach Research, May 2013
May 2013 TOTAL Male Female €30k<
€30-
60K
€60-
€90k
>€90k Dublin Munster
AB
C1
C2
DE
Weighted Sample 1000 494 506 357 319 115 42 279 277 477 523
Enjoyment 52% 55% 50% 48% 57% 50% 64% 58% 54% 55% 50%
Happiness 52% 50% 54% 46% 57% 50% 57% 56% 52% 54% 50%
Stress 44% 44% 45% 48% 44% 45% 40% 42% 48% 47% 42%
Worry 41% 39% 44% 44% 43% 43% 33% 41% 42% 42% 41%
Anxiety 34% 31% 36% 35% 34% 40% 28% 31% 32% 37% 31%
Boredom 29% 29% 28% 32% 32% 18% 19% 28% 28% 27% 30%
Physical Pain 25% 22% 28% 31% 23% 25% 21% 21% 24% 22% 28%
Sadness 22% 18% 25% 23% 23% 18% 19% 21% 24% 23% 20%
Anger 18% 20% 16% 20% 19% 11% 26% 18% 21% 17% 19%
Fear 13% 14% 12% 14% 12% 13% 14% 13% 14% 13% 12%
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: May 2013

19. 19Economic Recovery Index
Changing Moods II
Source: Amárach Research, May 2013
May 2013 TOTAL AIB BoI PTSB Tesco Dunnes Aldi Lidl
Irish
Times
Irish
Indo
Irish
Daily
Mail
Weighted Sample 1000 349 293 129 331 165 209 136 185 206 78
Enjoyment 52% 54% 53% 51% 57% 50% 48% 46% 63% 55% 53%
Happiness 52% 50% 54% 58% 52% 55% 51% 48% 56% 53% 51%
Stress 44% 46% 41% 46% 48% 38% 44% 47% 48% 43% 40%
Worry 41% 39% 40% 40% 40% 38% 44% 47% 43% 39% 49%
Anxiety 34% 30% 34% 36% 32% 33% 37% 40% 35% 31% 36%
Boredom 29% 28% 27% 26% 29% 30% 30% 30% 23% 22% 32%
Physical Pain 25% 25% 26% 21% 27% 21% 26% 29% 31% 21% 23%
Sadness 22% 23% 20% 21% 20% 22% 23% 22% 24% 22% 22%
Anger 18% 18% 18% 20% 18% 16% 18% 22% 19% 18% 24%
Fear 13% 13% 13% 12% 12% 8% 15% 16% 13% 14% 13%
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: May 2013 (by main bank/supermarket/daily newspaper)

20. 20Economic Recovery Index
ERI Resources
We have created a dedicated resource
on the Amárach website for those
interested in exploring our Economic
Recovery Index further.
It includes links to previous issues as
well as to a spreadsheet containing
monthly values for all the component
parts of the ERI – and more besides –
going right back to April 2009.
There is also a link to a special data
visualisation facility we have created in
partnership with Delphi Analytics.

21. Drivers & Drinking
About Amárach
Amárach Research is an independent market
research agency, providing a full range of
research services to our Irish and international
clients. Amárach specialises in turning
information into insight; and insight into foresight.
Amárach’s experienced team of 30 directors and
executives manage online, face-to-face and cati
surveys (through our call centre); as well as
qualitative research including focus groups, in-
depths and ethnographic studies. We also
delivers a world class field-only service to
universities and international agencies.
Over nearly 25 years, Amárach has pioneered
innovative research techniques and reported on
Irish social, lifestyle and tech trends since the
1980s. Amárach invests heavily in understanding
current Irish consumer and business trends, and
shares numerous, free reports and presentations
via our blog and slideshare sites, linked via our
main website: www.amarach.com

22. Trends Report
Call us on 01 410 5200 if you want your business to
bounce forward to success:
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