1sevenBIGnumbers

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Market research is about more than

numbers. The task of research is to reduce

risk for decision-makers. Therefore market

research helps secure future success for

businesses & other organisations.

But numbers matter. Ireland’s economic

recovery is still far from certain and so

success-hungry Irish businesses will have to

focus on growth opportunities that defy the

recession.

At Amárach Research we have identified

seven such opportunities for you. We call

them the sevenBIGnumbers. In this briefing

we take you through the numbers and

provide tips on how you can align your

business with the growth opportunities that

they represent.

We hope this research reduce your risks and

helps you succeed…

bounce back

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We may not be the ‘Young Europeans’ any more,

but Ireland still have the youngest population in

Europe. That’s one reason we still have a high

number of graduates – approximately 55,000 this

year (graduates & postgraduates).

Start ups: expect a lot more of our

graduates to set up their own

businesses – seasoned marketers

will watch them to gauge emerging

trends and new demands. source: www.hea.ie

Many EU countries are struggling to find graduates to fill jobs – we’re struggling to find jobs for graduates

Irish business productivity will (eventually) benefit from an inflow of qualified, talented young workers

Market Research Tip:

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That is the number of babies it’s expected will

be born in Ireland this year. We have the highest

fertility rate in Europe, and the number of

families with young children is expected to grow

continuously over the rest of the decade.

Focus on mums: they make most

of the decisions about spending,

savings & borrowing - for their

families as well as for themselves.

Market Research Tip:

source: www.cso.ie

Ireland’s 20-something population peaked in ‘07

It is the 30-something population that is now causing the baby boom

Families are fashionable again after a decadeof youth-driven individualism

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Ireland’s small & medium sized enterprises

have borne the brunt of the recession, but

continue to provide most of the jobs. What’s

more, the recovery in the economy will be driven

by the expansion of the SME sector.

Who decides? Researchers

sometimes forget that decision

making is distributed throughout

businesses – so knowing who to talk

to is as important as knowing which

companies to research.

The bulk of SMEs employ under 10 people, but the share of those employing over 10 will grow as recovery returns – it did before.

Technologies such as cloud computing are making it easier and cheaper for businesses to expand – one reason the tech sector is growing.

Market Research Tip:

source: www.deti.ie

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People over the age of fifty – all 1.2 million of them –

make up over a quarter of Ireland’s total population

(and over a third of the adult population). Their

numbers will grow steadily over the next ten years,

as will those of over 50s throughout the world.

Not all the same: it is important not to

treat over 50s (or over 60s for that matter)

as one, homogenous group. Segmentation

will pay dividends – and avoid wasting

precious marketing budgets. source: www.cso.ie

There are approximately as many 50-somethings as teenagers in Ireland

Over 50s tend to have the lowest levels of debt across the age groups

Our cultural obsession with youth will increasingly give way to a new appreciation for maturity

Market Research Tip:

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Never has a product or service been adopted by

so many people in Ireland so quickly. We’re

talking Facebook of course. Nearly two thirds of

internet users – that’s over 4 in 10 adults – now

uses Facebook. And the number is still rising.

Paint a picture: consumers are keen to tell

their stories – use social media in

conjunction with surveys to paint a complete

picture of customers and their needs. source: www.socialbakers.com

Internet usage in Ireland has continued to rise steadily throughout the recession – from just 4 in 10 adults in 2006 to nearly 8 in 10 today.

Irish consumers are spending a growing share of their time and money online.

The wider cultural consequences are only emerging: expect new sources of trust and authority to emerge post the recession.

Market Research Tip:

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Irish-Americans are one of the largest, most

affluent groups in the United States. Worldwide

there are upwards of 70 million people of Irish

descent. It’s one of the greatest untapped

opportunity for marketers, investors, educators

and charities based in Ireland today.

Only Connect: Irish-Americans are

enthusiastic users of social media

and other technologies – and they

have a growing interest in finding

out about life ‘back home’. source: www.census.gov

A third of Irish-Americans would be interested in buying property in Ireland

Irish-American parents would like their children to study in Ireland

Already, a large minority of Irish-Americans donate to specific Irish charities

Market Research Tip:

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That’s the approximate amount in euro Irish

consumers are expected to spend this year.

They’ll probably save another €10 billion on top of

that. Consumers spent the same amount back in

2003-4. But they won’t spend it on the same

things this year. That’s the challenge if you want to

get more than your fair share of the cake.

New influences: from ‘likes’ on

Facebook to a new sense of Irishness,

the research challenge will be to

separate out the fashionable from the

sustainable. source: www.centralbank.ie

The consumer zeitgeist has been permanently changed by the recession – recovery won’t mean a return to the way things were

Consumers will remain focused on value – but that doesn’t mean a focus just on price

New priorities – driven by new needs and circumstances – will provide growth for some

Market Research Tip:

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We hope you have found our guide to the

sevenBIGnumbers shaping Ireland’s

prospects helpful.

Remember, all recessions end in recovery –

and so will this one. Those who are focused

on the opportunities that will emerge will

have a head start when it comes to sharing

in the fruits of recovery.

But we’re not there yet. Therefore now is the

time to develop a deeper understanding of

your customers’ needs in preparation. But

don’t ask customers what they want, ask

them what they value. Then you’ll know what

you can profitably provide to meet their

needs.

And if you get it right, then not only will you

bounce back from the recession, you will

even be able to bounce forward into a new

era of unforeseen opportunities.

bounce forward

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About Amárach Research

We are an independent market research

agency, providing a full range of research

services to our Irish and international

clients. We have worked with two thirds of

Ireland’s top 200 companies. Every year

we survey over 100,000 people at home

and abroad, as well as running hundreds

of focus groups.

Our experienced team of directors and

executives manage online, face-to-face

and cati surveys; as well as qualitative

research including focus groups, in-depths

and ethnographic studies. We also offer a

unique field-only service to universities and

international agencies.

Amárach Research is proud to be:

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Use this bonus number to help your business bounce

forward to success. Simply call:

Mark Nolan Managing Director

or Michael McLoughlin Chief Executive

or Gerard O’Neill Chairman

to discuss your needs and to explore how we can help

you succeed through world class market research.

e. info@amarach.com

w. www.amarach.com

b. www.amarach.com/blog

t. twitter.com/AmarachResearch