As an independent strategy & insights agency, MCCP are the experts when it comes to identifying differentiated Irish consumer trends which provide credible and relevant opportunities for your brand. Every quarter MCCP track and monitor all of the major influences on Irish consumer behaviour and uncover the key behavioural trends which have emerged. We then provide recommendations on how to leverage these trends and who is ‘best in class’ at the moment. These trends can provide significant opportunities for your brands but can also pose a risk if ignored.

2. MCCP Lighthouse™
Quarterly Report

3. What you can expect
from this review?
State of the
Nation
• MCCPLighthouse™ Q2 looks at what has happened in
Ireland’s economic, political, social and technological
arena over the past 3 months.
Mood &
Mind-set of
the People • The review analyses how current events are impacting
on Irish people’s mind-sets and behaviours.
• Most importantly it looks at the challenges and
So What For
Your Brand opportunities that the existing environment presents to
brands.
• In house, MCCP has also assessed the impact of
Emerging &
Shifting quarter two occurrences on MCCP’s bank of 15 longer
Trends term trends identified by MCCPTrendstream™.

4. 7 Key Themes from MCCP
Lighthouse™ Q2
People are seeking greater The mid-life crisis has moved
1 back a generation to 25-35
sense of control
5 year old
In continuing uncertainty,
consumers are taking the Women are taking on greater
2 tried and trusted, safe option roles and responsibilities in
6 the home and in the
People are sharing more, workplace
looking for closer connections
3 as a support mechanism Men are becoming more
manly to gain a renewed
7 sense of self identity in the
People’s horizon for planning home and the workplace
4 is focussed on the short term

5. Let’s look at the facts & recommendations
behind just one of the themes...
1
People are seeking
greater sense of control
In a world where the cost of the basics, interest rates, job
security and our countries future are all out of our control
people are searching for a sense of consistency and
optimism in their own lives.

6. 1
People are seeking Mixed economic news is causing
greater sense of control
consumer sentiment to yo-yo.
Unemployment Down - Q2 saw unemployment
decrease from 14.8% to 14.1%*
Economic Growth Forecast down, again - OECD
originally predicted growth would be 1.5% but have
now said will be flat this year at 0%**
Figures for the first quarter of 2011 show that
exports grew by 9% against the same period in
2010. however, in Q2 exports have decreased
consecutively in the last two months*
“Progress for the Irish
consumer and for the economy
as a whole is more likely to
Consumer Sentiment yo-yo’s - Q1 ended with a
come in a two steps forward,
rating of 59.5, drop to 57.9 in April rising to 59.4 in
one step back fashion" May. Dropped again in June to 56.3***
Chief Economic, ESRI
*Source: CSO 2011 **Source: OECD 2011 ***Source: ESRI 2011

7. 1 People’s mood is framed by the last
People are seeking
greater sense of control piece of news they’ve heard. Good
cancelled out by bad.
Consumer Sentiment
Index (Source: ESRI, 2011)
70
65
59.5 59.4
60 57.9
56.3
55
50.3
50 48.7
45 MARCH APRIL MAY JUNE
- New government - Rising cost of living - Obama & Queen - Increasing financial
elected. (e.g. petrol, gas, visit paints country in trouble in Greece
40 - Consumers view it electricity, food and good light. Leinster impacts our
as a new start. clothing). win Heineken Cup. standing with IMF,
- Delivering against - ECB rates, IMF ROI beat NI. Jobs - Looming ECB rate
35 promises, e.g. refuse repayment initiative announced - 2,900 more people
minimum wage, structure, signed onto social
IMF, corporation tax economic welfare
30 forecasting.
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11

8. 1
People are seeking So What?
greater sense of control
Implications for brands and agencies
   
Be more
nimble
Focus on
optimism
Be
opportunistic
Drive
relevance
To take full advantage of people’s propensity to be drawn to
optimistic occasions you must be ...
a) Aware of trends and market place events across all categories
b) Equipped to act upon and execute tactical ideas quickly

9. 1
People are seeking
greater sense of control What good looks like...
Best in class example where Demonstrating absolute
brands target the optimistic relevance to consumer
occasions. frame of mind
The World Street Performing Oakley released a full page
Championships were advert in USA Today after
culminating in Dublin. The aim Rory McIlroy won the US
was to beat the world record Open with the caption “Own
for the most Wallys in one your defeats and you will be
place. To piggyback on this defined by your victories”.
excitement, the metro herald
dressed their merchandisers This advert is right on the
up as Wally every morning for back of his win that was
a week around the streets of greeted with aplomb the
Dublin. world over.

10. MCCP Lighthouse™
Quarterly Report
Irish Independent
•Exclusively focussed on the Irish consumer •Developed in Ireland by Irish people
•Incorporates all relevant Irish & international •Independent agency focussed on delivering
influences on consumer behaviour insightful trends on consumer behaviour
•Recommends how brands can seize the •Compiled weekly & published every quarter
opportunities of these trends •Not compromised by the generality of
European consumer trends
Relevance Advantages
•Ensures the Irish consumer is central to all •Helps brands mitigate the risk of changing
brand activities behaviours and seizes the opportunities
•Powerful fact based tool for building strategy •Indispensible check list for local activities
•Trends can be future analysed with specific •Brings consistency between MACRO &
brand targets in mind MICRO influences
Finding the difference that makes the difference

11. MCCP are the experts when it comes to identifying differentiated Irish consumer
trends which provide credible and relevant opportunities for your brand.
The MCCP Lighthouse™ Quarterly Report is an up to the minute, fact based
analysis which provides a real foundation of knowledge for your 2012 planning
sessions.
The MCCP Lighthouse™ Quarterly Report can be brought to life for your team
through a 1 hour presentation at your offices. MCCP also run a more detailed
half day DEEP DIVE work shop on the key implications or ‘SO WHAT’ for your
specific brand and consumer target.
Call us to see how we can help on 00353 16350030
Email: kay@mccp.ie shane@mccp.ie susan@mccp.ie
Follow us on twitter: twitter.com/MCCPIreland
Finding the difference that makes the difference

12. MCCP Lighthouse™
Quarterly Report
Contact us: :
kay@mccp.ie
shane@mccp.ie
susan@mccp.ie