Happiness Is Other People

Maybe we say 'Happy' Christmas because we associate it with the happiness of being with friends and families? As it happens, social networks make us happy as well. All that time spent on Bebo, twitter etc might actually be good for you!

Here's what one recent study found:

We found that social networks have clusters of happy and unhappy people within them that reach out to three degrees of separation. A person's happiness is related to the happiness of their friends, their friends' friends, and their friends' friends' friends—that is, to people well beyond their social horizon. We found that happy people tend to be located in the center of their social networks and to be located in large clusters of other happy people. And we found that each additional happy friend increases a person's probability of being happy by about 9%.

So let us take this opportunity to wish you a Happy Christmas - offline as well as online - from all of us at Amárach Research.

Driven To Drink

Pity Ireland's publicans. The latest retail sales data from the CSO shows that the volume of sales in Irish pubs were down -11% in October on the same month last year. The value of sales were down -7.5%.

Worse, the trend appears to be accelerating. And to show just how bad things are now, the chart plots the bars sales volume index (seasonally adjusted) since 1996. Sales volumes in 2008 are now back to where they were twelve years ago.

Next time you see a barman or woman buy him or her a drink - they need all the cheering up they can get ...

Cheap is the New Chic

At least, it is in New York apparently. No doubt we'll see a similar trend here in Ireland soon.

That said, the outlook for 2009 and 2010 is for lower consumer spending in total - so something has to give: we won't all just cut back everything equally.

Mind you, some luxuries are just too important to sacrifice. Which is why we like TrendWatching's half a dozen consumer trends for 2009 - the trend they call 'luxyoury' is one indicator of where Irish consumers' hearts (and purses and wallets) will be next year.

Learning From Our Mistakes

Not our's actually, their's: a very funny (and often enlightening) guide to the Top 10 Marketing Blunders of 2008.

Fortunately none of our clients featured this year, phew!

All You Can Drive

One thing we can all look forward to in a recession is innovative pricing policies. The one that caught our attention recently was Taxmobil in Switzerland. You register your mobile and credit card details and then you call a number when you need a taxi ... as often as you want.

The price is fixed no matter how often you use a taxi. All in for €48 a month. We could see a lot of businesses going for such an offer in Ireland. And, let's face it, it could even be cheaper than owning (insuring/taxing/parking) your own car. Nice one.

The eWorm Turns

At Amárach we're as keen to see increasing internet access and usage in Ireland as the next, er, nerd. And the signs are good: a large majority of households now have broadband, and Irish businesses are amongst the highest users of ecommerce in Europe.

But hold on: the eworm has turned - some advertisers are now using their website and online campaigns to suggest users ... get a life. Like Dentyne - you're only allowed to spend 3 minutes on their website. Start counting ...

How Not To Do Focus Groups

From the zany but inspiring Savage Chickens:

Less Is More

We can't resist trends and trend watching at Amárach Research - so we were especially interested to learn that the trend in trends is changing. Especially in the world of design - specifically: logos.

It seems that when it comes to logo design in 2008 (and, presumably, 2009):

• There is less emphasis on sustainability or general "greenness" in logo design. There's plenty of natural imagery, but being "green" doesn't seem all that unique anymore.


• Colors are becoming more vivid. Desaturation has drained away, and the chroma factor pumped up.


• There's an overall move toward cleanliness - in type, in line, in color - as if ideas are getting more and more succinct. It may be an indication of the degree of seriousness with which branding is now regarded.


• Less is more common: less calligraphy, less Photoshop tricks, less artificial highlights.

We especially like trend Amoeba. More from the delightful LogoLounge.

Bargain Basement Recession

Everyone loves a bargain - more than ever in fact. One thing Irish consumers can look forward to in a recession is a lot more bargains. Of course, sometimes you have to be prepared to make certain trade-offs for your bargain: like staying in a zero-star Swiss hotel/former nuclear fallout shelter for €7 a night.

One sure sign of a demand for bargains is the success of shops like the UK's Poundland - who are booming. Mind you, the way the sterling/euro exchange rate is going we'll soon see Euroland shops with dual currency price tags that are identical. That'll be a bargain.

Smart Shoppers Have Savvy

Imagine a future where you can scan the barcode on a product in your local supermarket with your mobile phone ... and it tells you how much the same item costs in other supermarkets if you're looking for a lower price.

You've guessed it: the future is already here, courtesy of Google. The service is only available in the USA and Japan (Irish retailers can relax for another while!), and it is called Shop Savvy. It only works on Google's Android mobile phone - and it is very good.

Some US retailers have seen the potential (threat, that is) and even banned its usage in the store, or so it is alleged.

Still, it makes you think. How will Irish consumers behave when they can comparison shop with their mobiles, without having to get in car and go to Newry ...?

Safe As Houses

We got this one via Slugger O'Toole - nice visual graphic of Irish house prices (based on PTSB/ESRI house price data):