This document provides a summary of the January 2014 ZIndex report from Amárach Research and Cloud90. The report tracks consumer sentiment towards various sectors through analysis of social media conversations. Key findings include: - Sentiment towards the Beverages and Food sectors declined significantly over the month. - The Fuel sector saw its ZIndex score turn positive for the first time. Telecoms also approached a positive score. - More sectors like Insurance and Property achieved positive ZIndex scores for the first time.

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

4. ZIndex
January 2014
© Cloud90/Amárach Research 2014

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

6. What’s the Buzz?
Welcome to the January 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,
Beverages and Food saw big drops in their ZIndex scores
The ZIndex for Fuel actually turned positive for the first
time, while Telecoms almost reached the positive mark
We are seeing more sectors achieving positive ZIndex
Scores, e.g.: Insurance and Property (for first time)
January 2014
© Cloud90/Amárach Research 2014

7. 0.0
-20.0
January 2014
Week 27-Jan-14
Week 20-Jan-14
Week 13-Jan-14
Week 6-Jan-14
Week 30-Dec-13
Week 23-Dec-13
Week 16-Dec-13
Week 9-Dec-13
Week 2-Dec-13
20.0
Week 25-Nov-13
Week 18-Nov-13
Week 11-Nov-13
Week 4-Nov-13
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
Weekly ZIndex
Aug-Jan 2014
-40.0
-60.0
-80.0
© Cloud90/Amárach Research 2014

8. Share of Buzz
Beverages
Clothing
Energy
Food
Fuel
Insurance
Property
Telecoms
Transport
January 2014
Sep-13
11%
9%
7%
14%
12%
4%
8%
21%
12%
Oct-13
26%
5%
7%
15%
12%
6%
5%
14%
14%
Nov-13
6%
8%
7%
23%
8%
10%
6%
20%
11%
Dec-13
11%
13%
4%
18%
11%
9%
4%
17%
11%
Jan-14
8%
7%
8%
20%
10%
15%
9%
22%
19%
© Cloud90/Amárach Research 2014

9. 0
“I'd love to eat ONLY Irish produced
food but I have to consider price.Thanks
Duncan for the great programme
tonight @EcoEye @rte”
ZIndex: Food
-5
-10
-15
-20
-25
“"68% of Irish people admitted buying
local products to support the economy,
even if they sometimes cost more"”
-26
-30
-35
-40
-41
-45
-43
-46
-48
-50
September
October
January 2014
November December
January
“Great value voucher here
http://t.co/oN1fUH492n to eat at
@McGrathDylan's @rusticdublin (Rustic
Stone) for a fraction of the cost”
© Cloud90/Amárach Research 2014

10. 0
-10
-20
“Watched match in Dáil bar don’t
know what hurts most the match
score or the price of drink here”
ZIndex: Beverages
-30
-32
-40
-50
-52
-60
-68
-70
-80
-76
-82
-90
-100
September October
January 2014
November December
“Alcohol-related problems cost
Ireland an estimated €3.7 billion
in 2007. That’s a cost of €3,318
on each person paying income
tax in Ireland”
January
© Cloud90/Amárach Research 2014

11. 0
“Ordered clothes online for half price
and now they're half price of the half
price sale, just my luck”
-10
-20
-21
-30
-40
-37
-41
-38
-43
“All these clothes half price but they're
the ugliest things I’ve ever seen.”
-50
-60
-70
ZIndex: Clothing
-80
September
October
January 2014
November December
January
“Do you ever go on a clothes website
and change the price to 'highest to
lowest' just to see the things you can't
have”
© Cloud90/Amárach Research 2014

12. 0
“How nice of ESB/ELECTRIC IE to
send email on price rise, reply back,
going to use candles and gas and
battery power on laptop...”
-10
ZIndex: Energy
-20
-30
-40
-49
-50
-60
-64
-50
-68
-70
-76
-80
“The Grid Link Project cost 500
million euro to invest in the
upgrading for electricity
transmission network linking
Leinster and Munster.”
-90
-100
September
October
January 2014
November
December
January
“#Wind #energy helped bring down
the price of household #electricity in
December:
http://t.co/0XY4mb2E2O”
© Cloud90/Amárach Research 2014

13. 0
0
-10
ZIndex: Fuel
-20
“We Have No Plans To Increase
Fuel Price – FG Assures Nigerians
http://t.co/gnxGflCBEt Via
@okGist”
-30
“I'll never complain about the price
of petrol again. The 43 cents worth
that I spilled on myself in Maxol
got great coverage #disaster”
-36
-40
-45
-50
-50
-55
-60
-70
-80
September
October
January 2014
November
December
January
“Gas and electricity price war
could save customers up to €300
per year...if they're prepared to
switch: http://t.co/K8IOzeG4Yx”
© Cloud90/Amárach Research 2014

14. “RyanAir and Giggle are planning to
launch their own price comparison
site for cheap flights. Should be
interesting http://t.co/RoiWBA5rJ2”
0
-10
ZIndex: Transport
-20
-30
-31
-40
-50
-40
-46
-48
-60
-64
-70
September
October
January 2014
November
December
January
“@Cork_Airport @AerLingus glad
you think that @aerlingus is a low
cost carrier, 20 flights LHR last 3
months, no bridge, not once”
“Ryanair to cancel flights between
Milan and Rome: High-speed rail
link beats low-cost flights
http://t.co/TseFsqkMsu”
© Cloud90/Amárach Research 2014

15. 0
-3
-5
-10
“What's the best phone network out
there for price and deals? Sick of
Vodafone, I feel violated every time
my bill shows on my account”
-15
-20
-23
-25
-25
-30
-35
-33
-33
ZIndex: Telecoms
-40
September
October
January 2014
November
December
“Those of you that have a Samsung
phone will be interested to hear that
their share price is falling heavily”
January
“@Motorola Hello Moto :) I bought
the Moto G and Love it!! Super phone
for the price, wondering when KitKat
will arrive in Ireland for it?”
© Cloud90/Amárach Research 2014

16. 20
ZIndex: Insurance 8
2
0
“Talk to us about your Home
Insurance,local service, great
cover and low cost premiums too !
http://t.co/xSBGjAx74H”
-20
-35
-40
-50
-60
-79
-80
-100
September
October
January 2014
November December
January
“2nd car covered via
@Chill_Insurance They get the best
price, then try to better it. Saved over
€160 & got better coverage. Happy
days!”
© Cloud90/Amárach Research 2014

17. 40
ZIndex: Property
20
18
0
-13
-17
-20
“Widening property price gap
between Dublin and rest of
country - survey
http://t.co/WCshQDY8kN”
-24
-33
-40
-60
-80
September
October
January 2014
November December
January
“Rob Kitchen on Irish property
prices -Is a new house price
bubble forming in Dublin
http://t.co/LigL2Yd8EU via
@wordpressdotcom”
© 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
January 2014
© Cloud90/Amárach Research 2014

19. cloud90.ie/cloud90-blog/zeitgeist
January 2014
© Cloud90/Amárach Research 2014