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. ZIndex: November 2013
the emotional conversation
An Amárach Research Report
In partnership with Cloud90
December 2013
© Cloud90/Amárach Research 2013

2. What’s the Buzz?
Welcome to the November edition of ZIndex – our monthly
look at the social conversation around brands and sectors
In November we became a nation of foodies: not only
did it make up a quarter of the comments, our ZIndex for
Food turned less negative
The ZIndex for Beverages, Energy, Fuel, Transport &
Telecoms all turned more positive in November
However, the ZIndex for Insurance plunged to its lowest
level so far, while the ZIndex for Property weakened
December 2013
© Cloud90/Amárach Research 2013

3. About ZIndex
Turning social media into marketing insight
Linking online opinion to offline spending
Identifying turning points & opportunities
Zeitgeist: the emotional conversation
December 2013
© Cloud90/Amárach Research 2013

4. ZIndex
December 2013
© Cloud90/Amárach Research 2013

5. Z=P-N
Zeitgeist Consumer Index (ZIndex) =
balance of positive and negative sentiment about products,
services, brands, sectors, categories & competitors
December 2013
© Cloud90/Amárach Research 2013

6. 0.0
-20.0
December 2013
Week 29-July-13
Week 22-July-13
Week 15-July-13
Week 25-Nov-13
Week 18-Nov-13
Week 11-Nov-13
Week 4-Nov-13
Week 28-Oct-13
Week 21-Oct-13
20.0
Week 14-Oct-13
40.0
Week 7 -Oct-13
Week 30 -Sept-13
Week 23-Sept-13
Week 16-Sept-13
Week 9-Sept-13
Week 2-Sept-13
Week 26-August-13
Week 19-August-13
Week 12-August-13
Week 5-August-13
-40.0
Week 8-July-13
Week 1-July-13
60.0
Weekly ZIndex
July-Nov 2013
-60.0
-80.0
-100.0
© Cloud90/Amárach Research 2013

7. food
beverages
clothing
December 2013
insurance
property
fuel
telecoms
energy
transport
© Cloud90/Amárach Research 2013

8. Share of Buzz
Beverages
Clothing
Energy
Food
Fuel
Insurance
Property
Telecoms
Transport
December 2013
Jul-13
13%
11%
4%
14%
9%
9%
3%
15%
22%
Aug-13
10%
10%
4%
13%
14%
9%
11%
17%
12%
Sep-13
11%
9%
7%
14%
12%
4%
8%
21%
14%
Oct-13
26%
5%
7%
15%
12%
6%
5%
14%
11%
Nov-13
6%
8%
7%
23%
8%
10%
6%
20%
11%
© Cloud90/Amárach Research 2013

9. “40% off Dominoes, so much
food, so little cost”
0
-5
-9
-10
-15
ZIndex: Food
-20
-25
-30
-26
-30
-35
-40
-41
-45
-46
-50
July
August
December 2013
September
October
November
“My favourite part about
staying in the RadissonBlu hotel
is quality sleep, great price,
excellent food & Service”
“Uglyducklingdub seriously the
best food at the best price in
Dublin City Centre! The two lads
who own are a bit of craic!”
© Cloud90/Amárach Research 2013

10. 0
-10
-20
ZIndex: Beverages
-30
-40
-50
-52
-58
-60
-70
-67
“Lidl Riesling with the bird on
the label is really yummy
especially if you usually drink
Marlborough Sauv Blanc like
me. Half the price”
-68
-76
-80
-90
-100
July
August
December 2013
September October
November
“Absolutely Heartbroken,
They’re putting the price of
drink up in the offy’s”
© Cloud90/Amárach Research 2013

11. 0
“All clothes on the internet have
gone up in price for Christmas”
-10
-20
-30
-40
-37
-38
-41
-50
-43
-50
“@Officeshoes Thanks for the tipoff,
got 2 pairs of vans today ½ price
Xmas shopping for nieces done”
-60
-70
ZIndex: Clothing
“Found a pair on hooligan clothing,
hefty delivery price”
-80
July
August
December 2013
September
October
November
© Cloud90/Amárach Research 2013

12. 0
“Lights left on again, my
electricity bill will cost me a
small fortune”
-10
ZIndex: Energy
-20
-30
-40
-50
-49
-53
-60
-64
-70
-76
-80
“Ireland 2nd most expensive
base price for electricity to
consumers”
-90
-100
-100
July
August
December 2013
September
October
November
© Cloud90/Amárach Research 2013

13. 0
-10
ZIndex: Fuel
-20
-30
-36
“@GillenFuels Why is the
price of fuel so expensive in
the republic compared to the
north...i'm in killea &so fecked
off having to lug drums”
-40
-45
-45
-50
“WOW! @ClonmelChamber
the first in the country to offer
price reductions on fuel and
energy for their members”
-50
-60
-70
-74
-80
July
August
December 2013
September
October
November
© Cloud90/Amárach Research 2013

14. 0
-10
ZIndex: Transport
-20
-30
-31
-40
“F*** everyone who gives out
about Ryanair their always on
time quick moving and flights a
third of the price !”
-40
-48
-50
-55
-60
-70
-68
-80
July
August
December 2013
September
October
“Dear @Ryanair, your insane price
hike on Christmas flights since last
week means I now have no money
to live off. Yayy thanks”
November
“Flights home for Christmas just
cost me an arm and a leg”
© Cloud90/Amárach Research 2013

15. 0
-5
-10
-20
-25
“@Meteor_Mobile ye are are the
worst service in the world I went
on the internet for 5 minutes and
it cost me 16 euro. Fools”
-30
-33
-33
-40
-48
-50
ZIndex: Telecoms
-60
July
August
December 2013
September
October
“I really wish that instead of
‘priority moments’, O2 would
actually price match competitors
for phone handsets. Is that not a
priority?”
November
© Cloud90/Amárach Research 2013

16. 0
“The car insurance ads on tv
drive me mad, they're all price
based on a 1 litre car, who
wants to drive a f***** 1 litre!”
-9
-10
-20
-30
-35
-35
-40
-50
-50
-60
-70
ZIndex: Insurance
-79
-80
“Handy tips for driving down
the cost of car insurance from
@CWeston_Indo talking to
@cooper_m
http://t.co/UGSwCuBRQt”
-90
July
August
December 2013
September
October
November
© Cloud90/Amárach Research 2013

17. ZIndex: Property
“Prediction: government will do little
or nothing to take heat out of
property price increases because it's
good for bank balance sheets.”
40
31
20
0
-17
-20
-24
-33
-40
“81 shares/hr: Dublin property prices
up 15 per cent as rest of country
shows some positive signs http://t.co/9ZtQeU5cU8”
-60
-67
-80
July
August
December 2013
September
October
November
“A mistake in the property tax
legislation will cost the government
€3m http://t.co/l1P9WO2n3M”
© Cloud90/Amárach Research 2013

18. Weekly and monthly updates
New sectors and categories – and countries
Data fusion to identify turning points
& opportunities for marketers
December 2013
© Cloud90/Amárach Research 2013

19. cloud90.ie/cloud90-blog/zeitgeist
December 2013
© Cloud90/Amárach Research 2013