1. 13 Drivers of Change for 2013

2. MCCP ‘13 Drivers of Change for 2013’ will shape
consumer behaviour and can offer you an
opportunity to significantly grow your business…
We are giving you this gift for free in 2013,
however it will be a missed opportunity unless you
convert it to tangible strategies and plans
For more information contact: email: Kay@mccp.ie or Tel: 01 6350030

3. At MCCP, we know both the smartphone and
tablet market experienced extensive growth in
2012…
It is because we know how consumers are
reading that we have chosen to publish our
predictions in this format
Predicted to be…
Mid 2012 End 2012
49% 16% 71%4 41%&

4. Introducing Trendstream™ and what it
can do for you…

5. At MCCP Trendstream™ we identify
all the drivers of change that shape
consumer behaviour
Consumer Sentiment Attitudinal Changes
Behaviours Consumer Trends

6. These seeds of change are then
grouped, filtered and refined
Identify ‘Seeds’ of Change
‘Theme’ Detection &
Analysis
‘Trend’ ID &
Validation
‘So What’ for
brand & target

7. MCCP’s planning process works with
clients’ data and original research to
build real insights into their business
Discovery
Fresh Eyes
Consumer Dialogues
Industry Specific Data

8. Combined MCCP planning and
Trendstream is the path to game
changing ideas
Identify ‘Seeds’ of Change
‘Theme’ Detection &
Industry Specific Data
Consumer Dialogues
‘Trend’ ID &
Validation
Analysis
Fresh Eyes
‘Game
‘So What’
Discovery
Changing
Ideas’
Trendstream Planning

9. Why not engage in a Discovery™ with us
to convert these 2013 predictions into
opportunities, strategies and real growth
for your brand
For more information contact: email: Kay@mccp.ie or Tel: 016350030

10. 13 for 2013

11. 13 for 2013
The brand engagement
The new normal The gender shift The cultural identity shift
shift
1. Pick ‘n’ Mix Maturity 5. Visible Men 7. Collective Shield 12. Iconism
2. Micro Luxuries 6. Cutaway Feminity 8. Value Shift 13. Fool Proof Consumers
3. Micro Planning 9. Happier but Moany
4. Intergenerational
10. Regen‘eire’ation
Compromise
11. Moderation Culture

13. 1. Pick ‘n’ Mix Maturity

14. Pick ‘n’ Mix Maturity
We will witness the perpetuation of
‘Semi Adults’ in 2013 as we become
adults sooner and are ‘younger’ for
longer. The lines between youth,
adult and the elderly are increasingly
fluid, raising opportunities and
challenges for marketers to get past
the obvious age lines

15. Pick ‘n’ Mix Maturity
Non-commital Adults Back to education
The majority of those taking diploma courses are
90,000 adult children in their 30s and 40s living with female aged 35-44 and The majority undertaking
their parents while 440,000 18+ are still living at degrees or PGC’s tend to be younger with 64% under
home. Many of these have no property, job or 34 (Source: Aontas 2012)
relationship commitments (Source: CSO 2011
Communion spend at
Entrepreneurial Teens
adult proportion
The average cost of a Communion per child
is now €554, with many salons being A record 16,600 students applied for this
year’s Student Enterprise Programme from
booked out for spray tans and gel nails
387 second level schools
(Source: EBS 2012)

16. Pick ‘n’ Mix Maturity
So What?
The challenge for brand custodians is to
make sure that they reflect the ‘real’
elements of their underlying needs as
stereotypes no longer apply. Brands
must show that they understand this
juxtaposition within their customers
minds
Feed their ambitions and also their desire
for carefree positivity associated with
youth
Clients need to rethink segmentation and
consumer needs and mindset instead of
focusing on age

17. Pick ‘n’ Mix Maturity
We Expect…
Get ready to see young
and fun ideas and The emergence of
This rise of attitudes, experiences coming from
new innovation that
experiences and mind- everywhere as 2013
will satisfy new
sets that will satisfy won’t be a year of
shunning responsibility, energetic needs of
needs across age lines
but it won’t be an older consumers
unnecessarily serious,
grown up year either

18. 2. Micro Luxuries

19. Micro Luxuries
Irish consumers have tired of
their moderate and frugal
lifestyles. Although careful not to
revisit hedonistic ways,
consumers are looking for
opportunities for micro release
and luxuries.

20. Micro Luxuries
Christmas Release Online Luxuries
Irish consumers used 70,000 tonnes of packaging over the
Christmas period, an increase of 25% from last year, including 6 2.6 million Irish people spend €116 a month to
million roles of wrapping paper, 5 million boxes of chocolates secure value for money purchases (Source: Digital
and 20 million soft drink cans (Source: Repak 2012)
Hub Development Agency 2012)
Retail Therapy Tech
December retail sales were up in December 2012 for 71% of Irish consumers were predicted to have
the first time in 5 years (Source: Retail Excellence smartphones by the end of 2012 (Source: Tony
Ireland 2012) Keohane CEO Tesco 2012)

21. Micro Luxuries
Dublin Zoo has recorded an all time high for
visitor numbers in 2012. There has been a rise of
97,000 people since 2009 visiting annually
Source: MCCPTrendstream™/ Dublin Zoo 2013

22. Micro Luxuries
So What?
Market in a way so that the consumer feels
no guilt over the purchase but still feels it
is an indulgence
Price is important but the premium nature
of the product will still influence
consumers’ decisions in this area. Brands
must focus on getting the value equation
right
Give consumers an affordable way to
experience your brand
A little and often is more relative in the
new normal

23. Micro Luxuries
We Expect…
Mini sized luxuries have been
popular for the last few years but it
We still find ways to enjoy ourselves seems like marketers have caught up
and so while we continue to spend with consumers and are giving more
more than average at Christmas ‘fun’ sized options than before. The
than our European counterparts, anticipation of the event is half the
we’ve planned every element and fun and 2013 is a year that we will
are keeping an eye on the scale of be planning in advance so as to
our activities guarantee that our schedule is
peppered with positive landmarks

24. 3. Micro Planning

25. Micro Planning
Anxiety, uncertainty and
insecurity are leading to micro
planning. As a nation squeezed
from all angles, attempting to
survive everyday financial battles
as well as long term ones -
planning has become our saviour

26. Micro Planning
Grocery Shop Military Precision
69% of Irish consumers agree with the ‘I travel to Dublin just to buy my
statement ‘Whether or not my finances Armani foundation’ (Source: MCCP
improve , I am likely to write out shopping Consumer Dialogues)
lists’ (Source: Bord Bia 2012)
Planned Christmas
Banking Planning
Budget
Despite being pinched the Irish are estimated to spend 1.9 million customers were active users of
€966 at Christmas, that’s 63% more than EU counterparts online banking in Q2 2012, a 17% increase on
but it something Irish consumers plan and allow for the same time last year (Source: IPSOS
(Source: Deloitte Christmas Spending Report 2012) Personal banking report 2012)

27. Micro Planning
Only 6% of Irish consumers bought on
impulse in 2012 while *74% agree
that they are more likely to consider
the risks of each decision that they
make so as to maintain control
Source: MCCPTrendstream™/ Deloitte Christmas Spending Survey 2012/Bord Bia 2012)

28. Micro Planning
So What?
Irish consumers are trying to predict the
unpredictable and plan for it - so help
them. Brands need to enable this control
seeking behaviour not hinder it
Give the consumer a sense of control
‘Rightsize’
Give the consumer more flexibility
over their day to day lives
Brands will need to be smarter
and create more ways on a regular
basis to ensure consumers are
able to consume your products

29. Micro Planning
We Expect…
We relish and look forward to
Even in a social context, the big
planning and controlling each
night out and all of the
element of our lives. The increased
unpredictable baggage it comes with
relevance of diaries, personal
has been shunned in favour of more
planners and the widespread
targeted activities with friends such
adoption of smart phones across the
as brunch. We’ve learned to accept,
country are the enablers of our
plan for and seek to prevent the
micro managing fetish. We care for
unpredictability of our lives and
our smartphone, love our banking
refuse to commit
app and crave a calendar

30. 4. Intergenerational
Compromise

31. Intergenerational
Compromise
Parents have always strived to provide
better childhoods for their children than
they had themselves. Intergenerational
compromise depicts the current struggle
to achieve this, resulting in parents
inability to better and even maintain the
standards of living they became
accustomed to. As a result, a new
aspiration will be to standstill , whereas in
reality many will be trading downward

32. Intergenerational
Compromise
Private Schooling Income Drop
Enrolment in Private schools has fallen Income of households with children fell
since 2008 (Source: Sean Flynn, five times more between 2009-2010
education editor) than childless ones (Source: CSO 2012)
Children's costs are Different
burdens structures…different lives
80% of parents regard back to school costs Ireland has the highest joint share of children
as burdens and have to cut back on food living with one parent in the EU. 23.2% of
and other bills to afford them (Source: children >18 live in single parent families
Barnardos Back to School Costs 2012) (Source: Eurostat 2011)

33. Intergenerational
Compromise
So What?
Alleviate parental guilt and appeal to parents
expectations by presenting them with
products & services that to bring to life simple
solutions which have the associated ability to
overcome larger real life hurdles
Develop products/brands with
aspiration but at lower price points
Create opportunities and products that allow parents to
provide their children with a taster of stand out occasions that
they may otherwise miss out on
Provide a sense of assurance, the kids will
be okay
Household debt not income, will be a
better predictor of spend

34. Intergenerational
Compromise
We Expect…
Parents struggle to give their
The current generation of children the upbringing they
parents and home owners are had, never mind improve upon
the most educated they’ve ever this. Simply, parental
been but it is unlikely their expectations are not being met
children will be able to build on with regards to their children’s
this achievement upbringing as they seek out
solutions and even compromises

35. 6. Cutaway Feminity

36. Cutaway Feminity
New pressures and roles
have been cutting away at
womens’ feminity.

37. Cutaway Feminity
CEO The New Woman
Marrissa Mayer, CEO of Yahoo returned to By July 2012 ‘How to be a Woman’ had already sold
work just two weeks after giving birth over 400,000 copies
Business Set-Up’s Worldy Women
Siansplan was a meal planning company set up by an Success and likeability in women are negatively
Irish mum, previously a Home Ec teacher, who wanted correlated. However, this isn't stopping women
to help other mums. It has won two awards, both a getting to the top. Female role models will
digital award and innovation in 2012 become increasingly prevalent

38. Cutaway Feminity
So What?
Brands need to acknowledge a new
type of femininity that is modern and
progressive
Independence will take on a new set of
rules, that are in tune with females. It’s
less about trying too hard and more
about being true to yourself

39. Cutaway Feminity
We Expect…
Women will be more
Women will demonstrate
confident to do what they
their independence in
want versus what society
society and through social
demands of them. They will
media will redefine their role
be more in control

40. 5. Visible Men

41. Visible Men
Over the past 5 years we’ve seen the
emergence of a group of men who
have been particularly affected by
the recession, losing jobs and
staying home: ‘Invisible Men’. In
2013 this group of men, will no
longer be disenfranchised and will
adapt to the new roles and
responsibilities. They will become
visible again – but in a new guise.

42. Visible Men
Dad 2.0 Huggies
Huggies created controversy earlier in the year by
Dad 2.0 is a conference in Texas organised by
showcasing ‘hapless dads’ in their ads trying to
dads for dads. http://www.dad2summit.com look after their babies. Amid a wash of complaints
they withdrew the ads
Men’s Shed Association Asda
Becoming a member of a Community Men’s Shed Backlash against 'sexist' Asda after it launches
gives a man that safe and busy environment where he multi-million pound advertising campaign with
can find companionship and support in a relaxed the tagline 'behind every great Christmas there's
environment mum’

43. Visible Men
So What?
Men will need support as they become
visible in their new roles and brands that
enable this. A ‘Mum’s’ orientation may be
isolating for the increasing number of
male homemakers
Brands facilitating dads being a stay at
home parent in a visible way will be
rewarded with loyalty
Brands that stick to conventional gender
roles risk offending a potentially lucrative
consumer segment
Men have different requirements from
brands - they shop differently

44. Visible Men
We Expect…
Men will become more vocal and start
Society is recognising the need to support
demanding more services and facilities
men as they take on new roles, face the
from brands and services. From daddy
brunt of unemployment, and feel the
changing rooms in store to
burden of associated anxieties. These
acknowledgement of men as equal
new roles for men are leading men to
partners in the home men will start to
seek out the type of support that is
demand respect, applying many of the
typically shown to their female
skills they acquired in the working world
counterparts, for example parenting
to the domestic sphere. Mr Mom is a
columns written by male homemakers
consumer who will be listened to

45. 7. Collective Shield

46. Collective Shield
There is an inherent need among
the Irish for social approval and
support. Whether it’s laughing
or crying - we are all in it
together

47. Collective Shield
United losers Irish against fraud
Although losing all 3 of our group matches it is the way We have come together, as a nation, to stop social
their fans supported them that left the biggest welfare fraud and will go against the people
impression. Irish fans were voted the best fans at Euro looking out for themselves. Reporting on social
2012. “The executive committee has decided to give a welfare fraud has increased from 600 in 2005 to
special award to the Irish football fans,” (Source: 16,000 in 2012 (Source: Department of Social
Gianni Infantino, UEFA secretart General) Protection 2012)
Talking away your
worries Others interests at heart
43% of Irish consumers like to talk about their worries Half of Irish people worry about the comfort
with other whilst 29% like to do it over a social drink and safety of older relatives during the winter
Source: YouGov Samaritans 2012 (Source: AA Survey 2012)

48. Collective Shield
79% of Irish consumers gave money
to charity in 2012 and 66% of Irish
people have helped a stranger in the
last month
Recently, Irish people made a considerable deal
about Katherine Lynch not paying for train ticket.
She was brought to court over her not paying a
fee and made an example of. Irish people
inherently like to take people off their pedestals
and make sure everyone is treated equally
Source:MCCPTrendstream™/ World Giving Index 2012

49. Collective Shield
So What?
Ensure that your product or
service makes the consumer feel a
part of something as opposed to
being independent
Try and have effective communication
without the use of celebrity spokespeople
or placing people on pedestals
Brands that serve the greater community
good stand a better chance than those that
don’t

50. Collective Shield
We Expect…
The negative side to this
Many brands and celebrities are
camaraderie is that we are happy to
trying to be ‘just like you’ for this
reject anyone or anything that sticks
reason as they would rather jump
themselves out from the crowd. We
than be pushed from their
saw the backlash against Roy Keane
pedestals. For this reason, no one
in Euro 2012 and Bono bashing is
wants to improve their situation in
rife but we should expect to see
any way that goes against the norm
seniority, role models and icons
of their peers
challenged

51. 8. Values Shift

52. Values Shift
Despite constant grumbling
about the EU, Irish consumers
are adapting to a way of life
that is more in line with EU
styles. Structures imposed by
the EU are being engrained
into Irish society and changing
how consumers behave

53. Values Shift
Investing time in family Taking to the streets
Irish people are standing up in their thousands
61% of Irish people said that Family was the for what they believe in. Protests for Savita,
most influential factor in their lives (Source: increased college fees and cuts in carers
justaskmccp 2012) allowance
Grocery Shop Water Charge
Aldi saw its market share increase by Water charges are being introduced by
31.5% while lidl saw a 6.2% increase while 2014, this will cost anywhere from €100-
Ikea Dublin is the most profitable in the EU €400 (Source: Treacy Hogan, Environment
(Source: Kantar Worldpanel 2012, Ikea) correspondence)

54. Values Shift
Civil Partnerships accounted for 2% of
marriage totals in 2012
*2012 was listed as one of the worse years
for pub culture on record. Since 2007 it
has experienced a 34% decline paving way
for the more café/bar culture of Europe
**Ireland will introduce new driving
licenses to build a mutually recognisable
form of license across all 27 EU member
states
Source: MCCPTrendstream™/ CSO 2012/ *The Vintners Federation 2012/** RSA 2013

55. Values Shift
So What?
Be careful not to rely too heavily on
everything Irish and Irish nostalgia as
consumers are embracing the European
way of life values
Allow the consumer embrace their
‘European-ness’
Consumers are taking control of their lives, seeing
balance as positive - this affects their entire
attitude, behaviours . This often presents many
brands with the opportunity to ensure that they
are aligned with this new value set

56. Values Shift
We Expect…
Lidl & Aldi are lauded for great
A greater adoption of European pricing but in fact the diverse
style values over overtly European style products which
capitalist desires. Inherent Irish they’ve introduced to Irish
apathy has been thrown out the society have also awakened our
window in favour of protests taste to a range of healthy,
around key issues from diverse yet affordable ways to
conservative citizens across the improve our lifestyles in a more
country European context
Source: MCCPTrendstream™/ CSO 2012

57. 9. Happier but Moany

58. Happier but Moany
One of the ways we emotionally
support ourselves is through
being social. Moaning is an
inherently social activity which is
much more positive than anger
which is inherently introverted

59. Happier but Moany
Anglo Irish-The musical Moaning Outlet
Over 4000 Irish consumers parted with The Joe Duffy showed gained 11,000
between €20 and €48 to come together and new listeners between July 2011 and
turn Ireland’s banking crisis into light hearted July 2012 (Source: National
entertainment Listenership Survey 2012)
Support for the Euro Economy
The economy is one of our favourite topics to talk about.
Although we like to collectively complain about the Although 49% of people fell that a negative economic
euro and all that it brings over 67% of Irish consumers situation is likely in 2013, Ireland is more positive than most
want to keep the euro (Source: Eurobarometre 2012) including France, Germany , Italy, Portugal (Source: Deloitte
Christmas Spending Survey 2012)

60. Happier but Moany
So What?
Beware of indicators that give part of the
picture as they can be easily
misinterpreted without the right context
and comparisons
Right size positivity - humour is important
as big claims will be shot down
Global brands need to grasp that Irish
sensibility needs to be fully
understood, it’s complex!

61. Happier but Moany
We Expect…
This would give us reasons to
Economic indicators are improving,
believe that negative sentiment is
quality of life indicators remain high
often communicated via research
in an international context but let’s
and the media need to be taken
just face it – we prefer a good moan.
with a grain of salt as we’ve settled
Famously apathetic, we’ve become
into a relatively frugal way of life.
more engaged through humour,
We are a nation that is at its
protesting or even just a rant which
happiest when we are complaining
is socially positive compared to
and who reject overwhelming
anger
prosperity and even positivity

62. 10. Regen‘eire’ation

63. Regen‘eire’ation
Irish consumers are becoming
more discerning, after years of
recession, shame and guilt,
consumers are seeking out
brands that showcase the best of
Ireland whilst supporting them
and their country

64. Regen‘eire’ation
Regen‘eire’ation from
Irish Gifts
afar
Largo Foods (Tayto and Hunky Dorys etc.) is now exporting about Demand for Irish made gifts rose this year, there has
four times as many crisps to Oz as it had been just a few years been a significant increase in people interested in
ago, while the companies online order were up 20% this year and
a 45% increase in sales was recorded for Sydney based Taste of
buying and owning Irish craft and design (Source:
Ireland (Source: John Mulligan (Irish Independent 2012) Karen Hennessey CEO Crafts Council of Ireland 2012)
Irish Identity Irish ‘Own Brand’
Consumers want to buy Irish but also want value.
Irish producers are partnering up with major retailers
61% agreed with ‘My Irish identity is
to give consumers the best of both world. Over 50%
important to me in my daily life’(Source:
of Lidl’s sales and 47% of Aldi’s are generated by Irish
JustaskMCCP2012)
products Source: RTE 2012

65. Regen‘eire’ation
80% of Irish consumers agree that ‘it
is important to buy local products to
support the economy , even if they
sometimes cost more’
Source: MCCPTrendstream™/ Bord Bia Understanding Irish Consumer Behaviour 2012

66. Regen‘eire’ation
So What?
You can earn Irish credentials but never fully
own them, and the reward from ‘made in
Ireland’ symbols is only a hygiene factor
compared to a brand story that provides the
context of Authentic Ireland.
Brand Ireland is about its people, and a
value set that is ours not of others making
Irish people are turning to support Irish
companies who support the Irish economy
as long as they offer quality and affordable
prices

67. Regen‘eire’ation
We Expect…
The success of new Irish food brands Brand Ireland is about its people,
demonstrate the quest for real ‘Irish’ and a value set that is ours not of
quality food and tangible stories others making. There has already
such as the ‘farmer’ turned food been a reaction against the
producer’. This needs to be corruption of our Irish identity and
authentic and transparent in its ‘Irishness’ in 2013 will be typified by
approach a quest for Authentic Ireland

68. 11. Moderation Culture

69. Moderation Culture
Moderation culture depicts the Irish
consumers’ quest for the perfect
balance. Neither the austere nor
indulgent options are off the menu as
we sense check for balance but are
careful not to deny nor overly engage in
excess

70. Moderation Culture
Moderately Healthy Healthy
There has been an increase in participation in mini and half
marathons. Consumers are no longer committed sportspeople
or not, an increasing majority are moderately active. An average All things in moderation. Eat well and some
of 40,000 women take part in the Flora Womens Mini Marathon exercise as opposed to eating healthy and lots of
each year excercise
Drinking Grocery Shopping
Irish consumers are making more frequent visits
Consumption of alcohol has changed in Ireland with to the shop but purchasing less, the average Irish
people consuming more frequently but consuming less household made 2.5 more shopping trips in 2012
per occasion (Source: John Mulligan Independent 2012)

71. Moderation Culture
We Expect…
At another level of behaviour, ‘bargains’
We have been swinging from extremes
no longer come in bulk form, as
such as ‘wholesome’ and ‘adulterated’
consumers continue to shop little and
but there is evidence that we will be
often. There is evidence that portion
more conspicuously selecting the
control is now important and for this
options which combine our vices and
reason ready meals have never been a
some virtues. We are nutritionally,
healthier perceived option. We will
financially and morally aware and
continue to witness a growth in
consciously looking for a moderate
convenience and bundling where it is an
combination of good and bad attributes.
‘all in’ vice and virtue package. The big
This is most easily recognised in food but
advantage of this for marketers and
across categories, this gives some insight
producers is that no indulgences are off
into the type of reconstruction which we
the agenda and reconstruction is likely
are going to see.
to take place in this more balanced form

72. Moderation Culture
So What?
Brands need to prove their relevance to
consumers as part of an overall lifestyle.
People have a pick and choose mentality
to all aspects of life now, finding their
own balance. No longer can consumers
be pigeon holed into discreet categories
Brands need to find their niche, it’s no
longer possible to be the only option or
the complete answer

73. 12. Iconism

74. Iconism
The age old saying ‘absence makes the
heart grow fonder’ is in essence what
this trend says. In order for brands to
earn the respect that commands a
market premium they need to ensure
their content is quality over quantity if
they want consumers to be of the same
mindset.

75. Iconism
We Expect…
They do not do this by sharing
everyday information, instead, a
Brands become iconic the same sense of ‘insider’ is cultivated
way uber celebrities do but do and communicated. Brands that
so by using a different strategy achieve this that are able to
charge a premium over their
less iconic competitors

76. Iconism
Nespresso Apple
Apple are famously selective about information
Nestle require that consumers register in order to become they share and only bring products to market in a
owners of their machines. They intentionally make it difficult finished state. Behind the scenes in Apple is a
for people to become consumers mystery
Crème Egg Cult TV shows
Television shows which receive bad ratings
Creme egg’s limited availability plays
initially are some of the most successful shows.
into a MIMO (Miss It Miss Out)
The vocal minority that latch on to these shows
mentality and stokes desirability
punch above their weight in influence

77. Iconism
So What?
Brands need to be choosy about what they share
and realise that sometimes less is more and
consumers don’t want a ‘behind the scenes’ look
at everything.
To achieve this brands needs to focus on alluring
communications that epitomise the experience
of the brand
Create digital guidelines so as to get over the
attractive easy wins e.g. FB likes and followers.
The shift is now back to quality not quantity
Share selectively so that consumers are left
‘wanting more’

78. 13. Fool Proof Consumers

79. Fool Proof Consumers
The average punter will become
the analyser of marketing tactics
and your brands ‘message’. The
consumers’ abilities have
matured and brands are under
pressure to go places before they
do

80. Fool Proof Consumers
Savvy Shoppers Taking advantage of sales
88% of Irish people will go online to research Retailers have reported a 10% rise in the St.
products before they buy, versus 79% of their Stephens day sales in 2012 (Source: Retail
European counterparts (Source: IAB 2012) Ireland 2013)
Broadband enabler Consumers over retailers
82% of Irish people regard broadband as being 61% of Irish consumers use social media to read product
important in their daily lives (Source: justaskMCCP reviews whereas only 23% go on the actual retailers
2012) page (Source: Deloitte Christmas Spending Survey 2012)

81. Fool Proof Consumers
43% of consumers agree that ‘supermarket
deals come with a catch’ while 56% of
consumers agree that offers such as BOGOF
‘are just a way for the shops to make more
money’
However consumers are taking advantage of
certain offers, *34% more Irish consumers are
using loyalty points than they were last year
Source: MCCPTrendstream™/ Bord Bia 2012/ Deloitte Christmas Spending Survey 2012

82. Fool Proof Consumers
So What?
Create campaigns that work across
platforms in different ways so that every
experience of the brand will bring a new
element and brings the viewer/participant
to new depths of the brand experience
It is time to raise the bar in terms of creative output and
embrace the value of co-creation where possible
Offer Value through new formats
Two-way communications mean that the opportunity for
informal consumer research is all around brands so take
the opportunity to both learn and take inspiration from
best your consumers

83. Fool Proof Consumers
We Expect…
Savvy shopping behaviours,
amateur marketers and the
More online, more cross channel
maturation of the media will
harmony, more choice, more user
combine to both challenge brands
generated productions and more
and create the opportunity for
socially created icons
them to raise the bar in terms of
output at every level

84. Evidenced-based trends for the Irish market
can drive your business if understood and
converted to a comprehensive strategy
Our proven Discovery™ process does this
To find out how to convert to strategy: email: Kay@mccp.ie or Tel: 01 6350030