Our monthly analysis of the social conversation among Irish consumers about brands, products and categories. Powered by Cloud90. We track the ZIndex score for 9 categories - food, beverages, fuel, energy, transport, clothing, telecoms, insurance and property - analysing thousands of social media comments by Irish consumers every day.

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

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

4. April 2014 © Cloud90/Amárach Research 2014
ZIndex

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

6. April 2014 © Cloud90/Amárach Research 2014
Welcome to the April 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,
Clothing, Insurance and Telecoms saw drops in ZIndex scores
The ZIndex for Beverages continues to rise nearing positive
scores, while Food and Energy both recovered slightly
What’s the Buzz?
The cost of goods / services across sectors having a serious
impact on ZIndex scores in April, particularly in Clothing

7. April 2014 © Cloud90/Amárach Research 2014
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8. April 2014 © Cloud90/Amárach Research 2014
Share of
Buzz Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr -14
Beverages 26% 6% 11% 8% 11% 6% 7%
Clothing 5% 8% 13% 7% 6% 5% 12%
Energy 7% 7% 4% 8% 13% 7% 10%
Food 15% 23% 18% 20% 12% 14% 13%
Fuel 12% 8% 11% 10% 8% 13% 11%
Insurance 6% 10% 9% 15% 9% 7% 9%
Property 5% 6% 4% 9% 6% 9% 20%
Telecoms 14% 20% 17% 22% 19% 14% 14%
Transport 14% 11% 11% 19% 16% 13% 12%

9. April 2014 © Cloud90/Amárach Research 2014
ZIndex: Food
-46
-26
-43
-48
4
-46
-39
-50
-40
-30
-20
-10
0
10
October December February April
“@BeeftroDublin first time last
night, absolutely amazing, love
the decor and the food was
sooooooo good, great price
too...”
“basically just got 40 quid worth
of food from dominos for half
price, yes”
“@Fit_Iife: Eating healthy may
cost more but on average people
who live off fast food spend more
on food.”

10. April 2014 © Cloud90/Amárach Research 2014
ZIndex: Beverages
-68
-52
-32
-82
-74
-60
-13
-100
-90
-80
-70
-60
-50
-40
-30
-20
-10
0
October November December January February March April
“@JakeIsAFail: Why is 'sweet
16' a thing? 16 is the age you
stop getting everything half
price and you still can't get
alcohol”
“Just had a fag with a Bulgarian
guy who enlightened me,
apparently drink is 1/5 the price
there + its 30+ degrees in summer.
WHY AM I HERE”
RT @RAI_ie: Irish craft beer and
local produce supports the local
community, supports
employment and supports the
economy

11. April 2014 © Cloud90/Amárach Research 2014
ZIndex: Clothing “@clareisainmdumb: My online
'shopping' consists of piling things
into my basket, checking the
price, proceeding to cry
hysterically “
“So much clothes I really want to
throw but cost to much ??????”
“life is just a horrible cycle of
falling in love with clothes, and
then seeing the price tag and
then realising you had no money
anyway...”
-41 -43
-21
-38
-48
4
-69
October December February April
-80
-70
-60
-50
-40
-30
-20
-10
0
10

12. April 2014 © Cloud90/Amárach Research 2014
ZIndex: Energy
-76
-49
-68
-50
-19
-74
-30
-100
-90
-80
-70
-60
-50
-40
-30
-20
-10
0
October December Febraury April
“@tom_burke_47: International
#Energy Agency says #wind
& #solar can produce up to
30% #electricity needs at little
additional cost in th…”
“Positive Wind Energy Impacts to
Ripple through Irish Economy,
New Research Reveals”
“@EasyEcoSteps: Electricity price
war heats up with €50 offer to
switch...”

13. April 2014 © Cloud90/Amárach Research 2014
ZIndex: Fuel
-45
-36
-55
0
-72
-61
-76
-80
-70
-60
-50
-40
-30
-20
-10
0
October NovemberDecember January February March April
“@Independent_ie: Russia
raises gas price for Ukraine
for a second time this week”
“@poloconghaile: How much
does petrol cost in Dubai?
33c (AED1.72) per litre,
that's how much. Sheesh.
#mydubai”
“@LukeAxten: Only once you
have a car do you realise the
cost of running one. Petrol,
parts, insurance etc. Leaves
you broke”

14. April 2014 © Cloud90/Amárach Research 2014
ZIndex: Transport “The cheapest part of going to
London will be the flights!
Getting to the Airport is going to
cost the most. #soawkward”
“@Shane333nffc My travel
parking flights hotels all go up in
price. It's standard!”
“Munster fans won't have a
cheap weekend if they follow the
team to Marseilles”
-40
-31
-64
-46
-7
-41
-44
-70
-60
-50
-40
-30
-20
-10
0
October November December January February March April

15. April 2014 © Cloud90/Amárach Research 2014
ZIndex: Telecoms
“Consumers Win in Cellphone
Providers' Price War: Your
mobile-phone bill may finally be
shrinking.”
“Unreal | It Won’t Cost You Extra To
Use Your Mobile Phone In Europe
From 2015 ”
“We have more smartphones than
toothbrushes. And, the selling price
of your phone is dissapearing”
-33
-25
-23
-3
3
-24
-33
-35
-30
-25
-20
-15
-10
-5
0
5
10
October December February April

16. April 2014 © Cloud90/Amárach Research 2014
ZIndex: Insurance
-35
-79
8
2
-57
-36
-60
-100
-80
-60
-40
-20
0
20
October December February April
“@IrishMirror: Government unveils
plans to introduce Universal Health
Insurance but fails to outline how
much it will cost”
“Cost worries as Universal Health
Insurance gets the green light”
“Bought laptop in PCworld today.
Assistant offered insurance for about
half purchase price. I declined &
he got really pushy about it..1/2”

17. April 2014 © Cloud90/Amárach Research 2014
ZIndex: Property
-17
-24
-13
18
25
-20 -19
-80
-60
-40
-20
0
20
40
October December February April
“Property prices rising at the fastest
pace in seven years”
“So a rise in tax on savings and pension
levy have fuelled the recent property
price boom? If communism only
worked...”
“Irish Property prices down in March a
dead cat bounce reality takes effect”

18. April 2014 © Cloud90/Amárach Research 2014
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19. April 2014 © Cloud90/Amárach Research 2014
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