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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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The Business of Ageing
We were involved in the Business of Ageing conference last week. Over 300 marketers showed up at RHK to talk about the next wave of growth and innovation among Ireland's 50+ population. Inspiring stuff!And even if you weren't there, you can get a flavour of it by downloading the presentations here.You can even watch the brilliant presentation by Dick Stroud here.We hope you are as inspired as we were.
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Behavioural Marketing
The Government's recently published National Pensions Framework document points the way for future policy design. Why? because it uses insights from behavioural economics to develop policies that are informed by our understanding of how people behave and how to get them to behave differently (e.g.: by contributing to their pensions). This is evident from the automatic enrollment feature described in the document.Marketers should learn from this. Marketing, ultimately, is about changing people's behaviour. As Rory Sutherland pointed out recently, there is much in behavioural economics that can be readily applied by marketers (and market researchers), e.g.:People frequently simplify decisions by mimicking the actions of people around them and by adhering to social norms. In Australia, water consumption was cut dramatically by simply printing the average consumption figure for his street on an individual's water bills.When we perceive something to be scarce, it has a greater value in our eyes. Conversely, when we perceive it to be plentiful, its perceived value falls. The turnaround in popularity of the potato was due mainly to them being declared as fit only for royalty. Read the rest of Rory's talk, and make sure to plug his blog into your rss reader.
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Less Equals More?
It's a perennial issue for marketers (and retailers): does increasing choice increase sales - or decrease them?The evidence is mixed (from a research perspective - we've seen a case made for both options in different markets we've studied), but some retailers aren't waiting for the science to be definitive. They're reducing the choices available on the shelf, especially by substituting manufacturer brands with own label products. The justification: less choice makes for a less stressful shopping experience ...That's according to the latest JWT Anxiety Index research. Whether it's better for the consumer (economically or psychologically) is another matter of course.
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Switched Off
Have Irish consumers had enough of switching? It might seem odd in the midst of a recession to think that people won't switch to save money or get better service. But if your existing provider is so keen to keep your business that they have already cut prices and improved service then why switch? Competition can be good for consumers, even when they don't switch to the competition it seems ...NCA Consumer Switching Research February 2010View more presentations from Amárach Research.More from the National Consumer Agency.
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Middling Through
Marketing is really simple sometimes. As simple as: follow the money, in fact.So if you want to follow the money between 2010 and 2020 then there's only one thing you need to do and that's market to the world's burgeoning middle class. There'll be 2.1 billion of them by 2020, controlling $13.1 trillion in consumer spending power:These and other insights are contained in the latest, fascinating study from IBM's Institute for Business Value. Irish marketers with international ambitions would be well advised to focus on 'middling through' in the decade ahead.
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.