Amárach Research
We’re a market research agency. So what? So are our competitors. The difference is that we are better. Better at clarifying your research needs; better at developing real insights that matter to your business; and better at maximising the value of your limited research budget.
There’s more: good insights should lead to business foresight. Our name Amárach means ‘tomorrow’, and our expertise fuses quantitative and qualitative research skills with an unparalleled depth of economic and social analysis. If that fits your requirements then we should talk.
What's on the Blog? Our 5 most recent posts:
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DIY Futures
With the collapse in the housing market, more people are 'making do' with the homes they've got. That means a lot more DIY going on. And it isn't just our homes that are benefiting: DIY is reaching out to other sectors including entertainment, food, beauty and fashion. Learn more about the future of DIY over at JWT's Anxiety Index.And to see just what the future of more 'traditional' DIY looks like, check out IKEA's bedroom secrets (ht PSFK).
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Set your Sales Target for 2006
The latest forecasts from the OECD for Ireland (pdf) give us some clues as to what to expect in Irish consumer markets over the next eighteen months.The chart shows the value and volume of consumer spending, in 2005 prices. So if you are preparing your marketing plan for 2010 you should assume sales volumes closer to 2005 levels, and sales values closer to 2006 levels.Next year's levels will be lower than this year as it happens: but the overall OECD outlook suggests a much improving trend for Ireland from this time next year onwards.
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Energise Your Brand
Is your brand running out of energy? In the current economic climate that is hardly surprising. But it doesn't have to be that way. That's according to an insightful study reported in this month's Strategy+Business.The authors note that, even though stock markets have put greater value on brands since the 1990s, consumers in the UK and USA are placing less trust in brands and are proving less loyalty. We have seen much the same thing in our research in Ireland - both qualitative and quantitative.But those brands that have concentrated on raising their energy levels (the top right hand box in the graph from the study) have demonstrated that brands can still differentiate positively for both consumers and brand owners. And doing so in a recession just might be the thing that ensures your survival through to the recovery.
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It's the Exports, Stupid
When you're a small island economy then your options for growth are somewhat limited. Which is why exports matter so much to the Irish economy.The Irish Exporters Association today published a brochure entitled "It’s Europe, It’s Exports" - which included specially commissioned research by Amárach among IEA members.Among the findings were that 96% of them believed that membership of the EU was important to their business. In the same survey members said they relied on exports for 70% of their turnover in the past 12 months and had relied on European customers alone for over 40% of their turnover.More details at the IEA website.
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I'm Not Just a Barcode
Consumer psychology should get a lot more airtime with marketers. One of the best resources we use is PsyBlog. Check out their recent post on new findings from the field of consumer psychology.We especially like the one about posessions versus experiences. Today's consumers value the latter over the former - even during a recession. What are you doing to raise the 'experience quotient' of your day-to-day customer interactions?
Amárach Research Offices:
11 Kingswood Business Centre, Citywest Business Campus, Dublin 24 Tel. (01) 410 5200
Email: info@amarach.com
O'Neill Amarach Consultants Limited, is a limited liability company, trading as Amárach Research, registered in Ireland.
CRO number: 142088. Registered address as above.