Our monthly look at the mood of the Irish nation - from the economy to shopping to emotional wellbeing.

1. 1Economic Recovery Index
Economic Recovery Index
An Amárach Research Briefing
September 2013
(including analysis by main supermarket; newspaper; TV service)
© Amárach Research

2. 2Economic Recovery Index
Finally?
Things are improving – our Economic
Recovery Index is back to levels last seen four
years ago.
There appears to be gradual alignment
between what people feel about the economy
and about their personal circumstances – with
an emphasis on gradual.
Nevertheless, it bodes well (or better anyway)
for the rest of 2013 in general, and for
consumer spending in particular.
Watch out for ‘buying Irish’ as one winner from
recovery – more later.
We still have Budget 2014 to navigate next
month, but assuming no setbacks then
consumer words will soon become consumer
actions…

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
September 2013.
The most recent fieldwork was conducted
during 10th to 22nd September 2013 inclusive.
We have now added historical tables to the
report following requests from a number of
readers.

4. 4Economic 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 Index rose further to 25.7 in September 2013, the highest level in over four years:
The Economic Recovery Index
Source: Amárach Research, September 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
June
July
Aug
Sept

5. 5Economic Recovery Index
A Matter of Measurement
Aug ’13: 38% Sept ’13: 35%
Aug ’13: 33% Sept ’13: 31%
Aug ’13: 26% Sept ’13: 30%
Aug ’13: 3% Sept ’13: 4%
Aug ’13: 0% Sept ’13: 0%
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)
The percentage thinking things are getting worse is back to the levels seen three years ago:

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
Sep-09 50 28 21 1 0 18.4
Sep-10 45 32 21 2 0 19.2
Sep-11 48 30 21 1 0 19.0
Sep-12 46 28 23 2 1 20.8
Aug-13 38 33 26 3 0 23.7
Sep-13 35 31 30 4 0 25.7

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
Sep-09 46 48 62 60
Sep-10 31 41 46 53
Sep-11 26 38 47 49
Sep-12 24 35 46 42
Aug-13 32 38 44 43
Sep-13 28 38 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
Sep-09 18
Sep-10 18 24 56 27
Sep-11 14 23 59 23
Sep-12 13 26 56 24
Aug-13 18 25 55 25
Sep-13 19 26 57 25

9. 9Economic Recovery Index
Feeling Sheltered I
% of Irish adults who agree/disagree with the statement (by sex, age, class, Dublin):
“Right now it seems like the recession is affecting other people more than me”
Source: Amárach Research, September 2013
September 2013 TOTAL Male Female 15-24 25-34 35-44 45-54 55+ Dublin
ABC1
F50+
C2DE
F50-
Weighted Sample 1001 495 506 169 223 187 156 265 279 477 524
Strongly Agree 19% 19% 19% 22% 16% 13% 11% 27% 23% 21% 16%
Slightly Agree 27% 27% 28% 33% 26% 25% 23% 29% 26% 31% 24%
Neither/Nor 16% 18% 15% 14% 20% 16% 18% 14% 17% 16% 17%
Slightly Disagree 20% 21% 19% 19% 21% 25% 21% 16% 21% 20% 21%
Strongly Disagree 16% 14% 17% 10% 13% 19% 27% 14% 10% 12% 20%

10. 10Economic Recovery Index
Feeling Sheltered II
% of Irish adults who agree/disagree with the statement (by grocery/newspapers/TV service):
“Right now it seems like the recession is affecting other people more than me”
Source: Amárach Research, September 2013
September
2013
TOTAL Tesco
Super
Valu
Aldi Lidl
Irish
Times
Irish
Indo
Irish
Daily
Mail
Irish
Exam
iner
Sky UPC
Weighted Sample 1001 339 96 211 133 193 227 71 57 438 238
Strongly Agree 19% 19% 15% 17% 17% 24% 21% 16% 20% 16% 26%
Slightly Agree 27% 29% 34% 19% 26% 32% 23% 28% 36% 29% 25%
Neither/Nor 16% 13% 19% 20% 18% 14% 17% 19% 17% 15% 16%
Slightly Disagree 20% 17% 15% 28% 27% 17% 24% 18% 18% 21% 17%
Strongly Disagree 16% 19% 15% 15% 11% 12% 14% 20% 9% 17% 14%

11. 11Economic Recovery Index
Buy Irish I
% of Irish adults who agree/disagree with the statement:
“I always buy Irish when I can”
Source: Amárach Research, September 2013
September 2013 TOTAL Male Female 15-24 25-34 35-44 45-54 55+ Dublin
ABC1
F50+
C2DE
F50-
Weighted Sample 1001 495 506 169 223 187 156 265 279 477 524
Strongly Agree 23% 21% 25% 15% 16% 16% 25% 38% 21% 23% 23%
Slightly Agree 31% 33% 30% 30% 34% 34% 31% 28% 32% 33% 30%
Neither/Nor 23% 23% 23% 27% 29% 25% 18% 16% 24% 25% 21%
Slightly Disagree 13% 13% 13% 13% 13% 17% 10% 12% 14% 13% 13%
Strongly Disagree 7% 7% 6% 10% 5% 6% 12% 4% 5% 4% 9%

12. 12Economic Recovery Index
Buy Irish II
% of Irish adults who agree/disagree with the statement (by grocery/newspapers/TV service):
“I always buy Irish when I can”
Source: Amárach Research, September 2013
September
2013
TOTAL Tesco
Super
Valu
Aldi Lidl
Irish
Times
Irish
Indo
Irish
Daily Mail
Irish
Exam
iner
Sky UPC
Weighted Sample 1001 339 96 211 133 193 227 71 57 438 238
Strongly Agree 18% 38% 21% 19% 30% 29% 29% 33% 22% 25% 18%
Slightly Agree 33% 28% 34% 27% 36% 29% 35% 31% 34% 32% 33%
Neither/Nor 26% 17% 20% 27% 21% 19% 20% 20% 21% 24% 26%
Slightly Disagree 13% 7% 13% 16% 9% 17% 12% 5% 12% 13% 13%
Strongly Disagree 6% 3% 8% 9% 3% 3% 1% 7% 8% 4% 6%

13. 13Economic 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 September 2013
Source: Amárach Research, September 2013
0%
10%
20%
30%
40%
50%
60%
70%
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
June
July
Aug
Sept
Enjoyment Happiness Stress Worry

14. 14Economic 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 September 2013
Source: Amárach Research, September 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
June
July
Aug
Sept
Anxiety Sadness Pain Anger

15. 15Economic Recovery Index
Emotions Summary Table
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes:
% Enjoyment
Happ-
iness
Stress Worry Anxiety Sadness Pain Anger
Sep-09 60 53 48 39 31 18 22 19
Sep-10 56 53 46 42 31 17 24 20
Sep-11 54 51 44 37 28 16 18 16
Sep-12 51 51 42 41 29 17 22 14
Aug-13 51 49 44 42 33 22 25 19
Sep-13 56 51 44 40 35 20 23 16

16. 16Economic Recovery Index
Changing Moods I
Source: Amárach Research, September 2013
September 2013 TOTAL Male Female 15-24 25-34 35-44 45-54 55+ Dublin
ABC1
F50+
C2DE
F50-
Weighted Sample 1001 495 506 169 223 187 156 265 279 477 524
Enjoyment 56% 56% 55% 66% 42% 52% 53% 64% 60% 59% 52%
Happiness 51% 46% 55% 65% 46% 49% 45% 49% 50% 53% 49%
Stress 44% 45% 43% 43% 52% 57% 52% 26% 43% 44% 44%
Worry 40% 38% 43% 40% 44% 47% 46% 30% 38% 37% 44%
Anxiety 35% 37% 34% 34% 38% 38% 44% 27% 35% 35% 36%
Boredom 27% 29% 25% 45% 31% 24% 22% 17% 28% 29% 26%
Physical Pain 23% 22% 25% 20% 20% 22% 20% 32% 19% 22% 24%
Sadness 20% 18% 23% 28% 20% 23% 19% 15% 21% 22% 19%
Anger 16% 19% 13% 21% 17% 22% 16% 9% 18% 14% 18%
Fear 13% 12% 13% 14% 13% 19% 14% 6% 9% 13% 12%
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: September 2013

17. 17Economic Recovery Index
Changing Moods II
Source: Amárach Research, September 2013
September
2013
TOTAL Tesco
Super
Valu
Aldi Lidl
Irish
Times
Irish
Indo
Irish
Daily
Mail
Irish
Exam
iner
Sky UPC
Weighted Sample 1001 339 96 211 133 193 227 71 57 438 238
Enjoyment 59% 59% 50% 45% 58% 57% 68% 56% 57% 58% 59%
Happiness 52% 51% 49% 46% 53% 45% 57% 63% 53% 50% 52%
Stress 42% 39% 53% 50% 43% 42% 36% 39% 44% 44% 42%
Worry 39% 40% 47% 42% 35% 41% 43% 43% 41% 40% 39%
Anxiety 38% 32% 35% 34% 41% 35% 38% 31% 36% 39% 38%
Boredom 28% 34% 27% 26% 24% 23% 30% 22% 27% 26% 28%
Physical Pain 21% 24% 29% 25% 25% 22% 24% 23% 24% 25% 21%
Sadness 21% 23% 18% 21% 21% 19% 25% 20% 17% 21% 21%
Anger 16% 11% 19% 17% 17% 16% 17% 18% 15% 15% 16%
Fear 12% 13% 17% 11% 14% 10% 20% 23% 13% 8% 12%
Did you experience any of these feelings a lot of the day yesterday?
% saying Yes: September 2013 (by main supermarket/daily paper/TV service)

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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

20. Trends Report
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