Following the buzz of the new series of The Traitors Ireland on RTÉ One, sponsor Very has released new research on the loyalty of Irish women.

The study, conducted by Amárach Research, reveals a mixed bag of findings on how women navigate friendships, fashion, and secrets.

The key findings show that while most Irish women are faithful, they also have a cheeky side. The research explores how they handle everything from sharing secrets to outfit clashes.

Key Takeaways from the Research

• Friendship and Secrets: Only 1 in 10 admitted they might break and spill a secret, but a whopping 84% said they would lie to protect a friend from being hurt.

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• Fashion and Style: 55% would wear a new outfit even if their friend hadn't debuted it yet, but an impressive 93% would happily let a friend have a must-have piece instead. 43% don't mind if a friend buys the same outfit, depending on the event.

• Social Media: A strong 91% value harmony over likes, admitting they wouldn't post a photo where they look great but their friend doesn't.

• Watching TV: 48% are loyal enough to wait and watch their favourite shows with a partner or friend, avoiding a sneaky binge.

• Balancing Priorities: Faced with a clash between a friend's event and a dream opportunity, 45% would take the opportunity and explain their decision, while 43% would try to juggle both.

Catherine O’Toole, Head of Marketing at Very, said the company is excited to sponsor a show that celebrates loyalty, strategy, and a touch of deception.

The research suggests that loyalty and honesty play a starring role in Irish life, much like on the show, where players must constantly decide who to trust.