This document provides a summary of social media sentiment regarding various brands and sectors in Ireland from July to December 2013. It finds that sentiment improved for clothing and beverages in December due to the holiday season, while sentiment declined significantly for food, energy, fuel, and transport. Insurance was the only sector to achieve a positive sentiment score. The document is published as part of a collaboration between Amárach Research and Cloud90 to provide real-time consumer insights in Ireland based on social media analysis.

1. ZIndex
the emotional conversation
December 2013 Report
An Amárach Research Report
In partnership with Cloud90
December 2013 Report
© Cloud90/Amárach Research 2014
© Cloud90/Amárach Research 2014

2. About ZIndex
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
Register for weekly updates – link on last page
December 2013 Report
© Cloud90/Amárach Research 2014

3. Z=P-N
Zeitgeist Consumer Index (ZIndex) =
balance of positive and negative sentiment about products,
services, brands, sectors, categories & competitors
December 2013 Report
© Cloud90/Amárach Research 2014

4. ZIndex
December 2013 Report
© Cloud90/Amárach Research 2014

5. ZIndex Sectors
food
beverages
clothing
December 2013 Report
insurance
property
fuel
telecoms
energy
transport
© Cloud90/Amárach Research 2014

6. What’s the Buzz?
Welcome to the December edition of ZIndex – our monthly
look at the social conversation about brands and sectors
With Christmas looming, Clothing and Beverages were
big topics of conversation, with improving ZIndex scores
The ZIndex for Insurance reversed its previous trend, and
was the only sector to achieve a positive score
However, the ZIndex scores for Food, Energy, Fuel &
Transport all plunged to much lower levels in December
December 2013 Report
© Cloud90/Amárach Research 2014

7. 0.0
-20.0
December 2013 Report
Week 30-Dec-13
Week 23-Dec-13
Week 16-Dec-13
Week 9-Dec-13
Week 2-Dec-13
Week 25-Nov-13
Week 18-Nov-13
Week 11-Nov-13
20.0
Week 4-Nov-13
40.0
Week 28-Oct-13
Week 21-Oct-13
Week 14-Oct-13
Week 7 -Oct-13
Week 30 -Sept-13
Week 23-Sept-13
Week 16-Sept-13
Week 9-Sept-13
Week 2-Sept-13
Week 26-August-13
Week 19-August-13
Week 12-August-13
Week 5-August-13
-40.0
Week 29-July-13
Week 22-July-13
Week 15-July-13
Week 8-July-13
Week 1-July-13
60.0
Weekly ZIndex
July-Dec 2013
-60.0
-80.0
-100.0
© Cloud90/Amárach Research 2014

8. Share of Buzz
Beverages
Clothing
Energy
Food
Fuel
Insurance
Property
Telecoms
Transport
December 2013 Report
Aug-13
10%
10%
4%
13%
14%
9%
11%
17%
12%
Sep-13
11%
9%
7%
14%
12%
4%
8%
21%
14%
Oct-13
26%
5%
7%
15%
12%
6%
5%
14%
11%
Nov-13
6%
8%
7%
23%
8%
10%
6%
20%
11%
Dec-13
11%
13%
4%
18%
11%
9%
4%
17%
13%
© Cloud90/Amárach Research 2014

9. 0
-5
-10
-9
“Went to "drunch" in the Marker today.
Fantastic vibe to spend hours nattering
on a Sunday but food would need to be
better for the price IMO”
ZIndex: Food
-15
-20
-25
“The café and bakery Castlebar can
provide tasty and fresh food for
breakfast and lunch at a good price. It
also... http://t.co/rZp3SdltMa”
-26
-30
-35
-40
-41
-43
-45
-46
-50
August
September
October
December 2013 Report
November
“Cost of shopping in Lidl is creeping up
all the time.”
December
© Cloud90/Amárach Research 2014

10. 0
-10
-20
ZIndex: Beverages
-30
-32
-40
-50
-60
-52
-58
-68
-70
-76
-80
-90
-100
August
September October
December 2013 Report
November December
“Oh my God, I'm nearly crying
looking at the price of drink in
Tesco. Ireland, why you so
expensive?”
“Can we find out how much
revenue from taxes the Gov get
in from alcohol compared to cost
of policing/health care for it???”
“@cornstore_cork: Craft beer
industry is worth $34 billion to
the US economy wow” we're
working on it in Ireland!”
© Cloud90/Amárach Research 2014

11. 0
“The real human cost of shopping on
Amazon : http://t.co/n9ilHBgwRP”
-10
-20
-21
-30
-37
-40
-50
-41
-43
-50
“Do you wish children's clothes didn't
cost so much? Stop. Go to
http://t.co/EBVlEcUhOw and thank me
later. Your kid looks better now no?”
-60
-70
ZIndex: Clothing
-80
August
September
October
December 2013 Report
November December
“I don't get Hollister I really don't! Mass
produced clothing at a rip off price!
Wearing their logo is like a sheep in a
flock!”
© Cloud90/Amárach Research 2014

12. 0
“For sure #bitcoin is not
contributing to #green economy.
Apparently mining uses estimated
$15M in electricity cost EACH DAY.”
-10
ZIndex: Energy
-20
-30
-40
-49
-50
-60
-64
-68
-70
-76
-80
-90
-100
“British Gas parent company now
ownes bord gais ,long term gas
price will go up in ireland?”
-100
August
September
December 2013 Report
October
November
December
“Cost of policing Corrib gas project
revealed as €16m...before garda
wages are added. Full story in
today's WP”
© Cloud90/Amárach Research 2014

13. 0
“@Eoghan_Mac Full details here
on our website of price-plans for
electricity, gas, both electricity and
gas: http://t.co/O6eMSdd3oi
Rgds, Una - Electric Ireland”
-10
ZIndex: Fuel
-20
-30
-36
-40
-45
-50
-50
-55
“Higher cost of living driven by
huge fuel differential
http://t.co/SLjeDNEUkT”
-60
-70
-74
-80
August
September
December 2013 Report
October
November
December
“Sell off Bord Gais at discount
value to British Gas giant Centrica
is madness.Ireland set to copy UK
Gas price hikes
http://t.co/IQI1UT2WKc”
© Cloud90/Amárach Research 2014

14. 0
-10
“Pain for commuters as public
transport price hikes kick in today
http://t.co/DBtDwgCv9m”
ZIndex: Transport
-20
-30
“Nearly €52 for Dub / Sligo train RT
@Samue1: Ireland's public
transport price increases are a
complete disincentive
http://t.co/O1llRzBAb2”
-31
-40
-40
-48
-50
-55
-60
-64
-70
August
September
December 2013 Report
October
November
December
“Outrageous Price Transport Gone
Up, Minster Of Transport Should Be
Ashamed”
© Cloud90/Amárach Research 2014

15. 0
“The price of my phone has
dropped. Lord let it drop again!!”
-10
-20
-23
-25
-30
-33
-33
-40
-50
-48
ZIndex: Telecoms
-60
August
September
December 2013 Report
October
November
“Motorola Moto G review by the
@verge. Great phone for the price.
http://t.co/heTTisSIxQ
http://t.co/ousJqvhDRa
“The Moto G is a great little
phone...for the price its currently
the best out there...#motog”
December
© Cloud90/Amárach Research 2014

16. 20
10
ZIndex: Insurance
8
0
-10
-9
“Aviva Health Insurance announces
premium price hikes averaging of
5.2% gross on a range of plans
effective from 1st January, 2014”
-20
-30
-35
-40
-50
-50
-60
-70
-79
-80
-90
August
September
December 2013 Report
October
“Minister for Health publishes
Independent report on how best to
achieve cost reductions in the health
insurance... http://t.co/7GrTb7fZNY”
November December
© Cloud90/Amárach Research 2014

17. 40
ZIndex: Property
20
0
-13
-17
-20
“Yes! Property price are rising in
Dublin again. The last few years
have made for pretty dull
conversation at dinner parties.
#rinseandrepeat”
-24
-33
-40
-60
-67
-80
August
September
October
December 2013 Report
November December
“What will happen to property
prices in 2014?: Expectations for
future house price growth are at a
fourteen-yea...
http://t.co/QqXgFqWuOP”
© Cloud90/Amárach Research 2014

18. Real Time Help
Talk to Cloud90 about your social media
monitoring needs in 2014
Talk to Amárach about your social media
strategy and research in 2014
Register for free updates – link on next page
December 2013 Report
© Cloud90/Amárach Research 2014

19. cloud90.ie/cloud90-blog/zeitgeist
December 2013 Report
© Cloud90/Amárach Research 2014