Introducing our new weekly and monthly social sentiment tracker in partnership with 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
the emotional conversation
An Amárach Research Presentation
In partnership with Cloud90
November 2013
© Cloud90/Amárach Research 2013

2. Turning social media into marketing insight
Linking online opinion to offline spending
Identifying turning points & opportunities
November 2013
© Cloud90/Amárach Research 2013

3. Building on the Cloud90 Platform
Turning micro information into macro trends
Zeitgeist: the emotional conversation
November 2013
© Cloud90/Amárach Research 2013

4. ZIndex
November 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
November 2013
© Cloud90/Amárach Research 2013

6. 0.0
-20.0
November 2013
Week 29-July-13
Week 22-July-13
Week 15-July-13
Week 8-July-13
Week 1-July-13
Week 24-June-13
Week 28-Oct-13
Week 21-Oct-13
Week 14-Oct-13
Week 7 -Oct-13
Week 30 -Sept-13
Week 23-Sept-13
20.0
Week 16-Sept-13
40.0
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 17-June-13
Week 10-June-13
Week 3-June-13
60.0
Weekly ZIndex
June-Oct 2013
-60.0
-80.0
-100.0
© Cloud90/Amárach Research 2013

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

8. Share of Buzz
Beverages
Clothing
Energy
Food
Fuel
Insurance
Property
Telecoms
Transport
November 2013
Jun-13
11%
11%
5%
13%
11%
9%
5%
21%
14%
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%
© Cloud90/Amárach Research 2013

9. “Any item of food I buy these days is
from the tesco 'reduced price'
shelves hahaha #StudentBugdet
#CollegeLife”
0
-5
-9
-10
-15
-20
-20
“You know the economy's bad when
diet plans are being marketed as a
cost saving measure to the expense
of food and medicine”
-25
-30
-30
-35
-40
-45
ZIndex: Food
-41
-46
-50
June
July
November 2013
August
September
October
“Due to the economic crisis and ever
increasing price of food, the 5
second drop rule has now been
increased to 10.”
© Cloud90/Amárach Research 2013

10. 0
-10
-20
“If anyone actually gives out
about the price of drink going
up by about 40 cent not only
are ye sausages but ye are
fairly cheap as well”
ZIndex: Beverages
-30
-40
-50
-58
-60
-67
-70
-68
-76
-80
-90
-86
-100
June
July
November 2013
August
September October
“Budget day today...let the
price of fags and drink go
up!!!”
© Cloud90/Amárach Research 2013

11. 0
“The awkward moment when you see a
nice item of clothing, check the price
tag….. and sadly, walk away!!
#BadTimes”
-10
-20
-30
-29
-37
-38
-40
-50
-41
-50
-60
-70
ZIndex: Clothing
-80
June
July
November 2013
August
September
October
“God damnit why did the girls in my
course get me into clothing websites
and now Im all depressed cause they all
cost so much waah”
“That moment when you fell in love
with a piece of clothing but then you
see the price. You be like, Nevermind..”
© Cloud90/Amárach Research 2013

12. 0
“To avoid gas price hikes,
cancel your gas, then simply
turn on the oven and leave
the door open. #Toasty”
-10
ZIndex: Energy
-20
-30
-40
-50
-53
-60
-64
-70
-76
-80
-90
-93
-100
-100
June
November 2013
July
August
September
October
“today they turned off the
electricity on an elderly lady
cause she owed them €15 cost
her €141 to get it back on
#ripoffireland”
© Cloud90/Amárach Research 2013

13. 0
“If petrol goes up tomorrow
I'm screwed! In Qatar a litre
of petrol is the same price as
a litre of water in Ireland.
#HowLike? #budget2014”
-10
-14
ZIndex: Fuel
-20
-30
-40
-45
-45
-50
-50
-60
-70
-74
-80
June
November 2013
July
August
September
October
“Saudi women can't drive
because of a ridiculous
regime. Me either, for the
same reason, but in my case
it's the price of petrol !”
© Cloud90/Amárach Research 2013

14. 0
-10
-20
“@AerLingus rubbish, they're a
marketing ploy to drive ticket sales.
Are ANY of your flights half price?”
ZIndex: Transport
-30
-35
-40
-40
-48
-50
“Booked half term flights home.
Don't care how much they cost,
looking forward to it.”
-55
-60
-68
-70
-80
June
July
November 2013
August
September
October
“You can now browse the web, send
emails and texts on some Aer Lingus
flights, but there is a cost.
http://t.co/iQgne3ertJ
© Cloud90/Amárach Research 2013

15. 0
“I just made a half hour
phone call to America and it
cost me less than a quid.
Gawd bless ya, 3!”
-5
-10
-20
-30
-33
-33
-40
-50
-48
-51
-60
June
ZIndex: Telecoms
July
November 2013
August
September
October
“iPhone 5C will cost €599 for a
pay-as-you-go phone in
Ireland. Exact same phone
costs $549 in US (which is
€405). Hello? Apple? ....
Hello?”
© Cloud90/Amárach Research 2013

16. 0
Health insurance tax change will
cost me €274. Unacceptable.
Unaffordable.
ZIndex: Insurance
-9
-10
-20
-30
-35
-40
-35
“Saving up for insurance on a car
will be the death of me, cost more
than a car.. Ridiculous”
-40
-50
-50
-60
June
November 2013
July
August
September
October
“HOW can my car insurance
TRIPLE in price?! Always had a
clean licence. This is crazy.. (and
no, I didn't buy an Aston Martin)”
© Cloud90/Amárach Research 2013

17. “Dublin opens up property price
gap: Property prices in Dublin
have soared by more than 12%
over the last year.
http://t.co/ix848XkIYt”
ZIndex: Property
40
33
31
20
0
-17
-20
“Property tax confusion, again,
and the cost of running a home @lstwrd”
-33
-40
-60
-67
-80
June
July
November 2013
August
September
October
“No. 1 Sorrento Terrace would
cost you €28,000 in annual
property tax”
© Cloud90/Amárach Research 2013

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

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