McCann Truth Central is McCann’s global thought leadership unit. We exist to create original research that can help shape and grow our Client’s businesses. We create a blindingly fresh new report every three months, dedicating our minds to unearthing unique truths. With the help of our wonderful regional directors, each study covers up to 20 markets so we can give you a truly global view. What’s more, we’re here to work out what that means for brands and advise how we can take our Client’s businesses to new stratospheric heights.
Our pride and joy. We travel the globe to discover truths. Truths have the power to upend conventional wisdom, to spur change that compels growth for our Clients. They unearth people’s stories from the far reaches of the world. It is these stories that are the very fabric of our studies, illuminating our thinking, our industry, our world, the universe etc. We believe these truths are a potent force that helps brands to truly make their mark so please have a read, download a copy and get in touch if you’d like to hear more.
Truth About Shopping
In the last decade we’ve seen a seismic shift in the way that marketers approach the retail category; big data and shopper marketing are starting to dominate the landscape. The Truth About Shopping aims to recapture the lost ‘art of shopping’ at a time when the conversation has become increasingly scientific. Irrespective of what categories or markets, shopping is fundamentally determined by human behaviour. The study offers a rich human perspective on the role of shopping around the world today.
No one can deny that navigating today’s global marketing landscape has become increasingly unpredictable. As people, brands and ideas mix in new ways, the roles of marketers and marketing continue to evolve. To better understand this ever-growing complexity we undertook a comprehensive global research study to find out ‘The Truth About Global Brands.’ The study was based on an online quantitative survey of 30,000 consumers in 29 markets, supported by qualitative research in over 20 markets around the world.
The 4A’s (American Association of Advertising Agencies) invited McCann Truth Central to partner with them to develop The Truth About Advertising U.S. Study and launch it at the 2013 4A’s Transformation Conference in New Orleans. McCann Truth Central then teamed up with sister agency, Momentum, to design a survey to measure how consumers perceive the advertising industry versus how the industry views itself. Our survey comprised of 1000 consumers and just under 500 people working in advertising. We further complemented our findings with interviews from industry experts and man on the street interviews. We uncovered a fundamental gap in perceptions, but most importantly the study reveals the levers that advertising agencies can utilize to elevate the image of the industry in order to attract the best and the brightest talent.
What is affluence today? The Truth About Affluence, the latest study from McCann Truth Central, paints a portrait of today’s affluent consumer to help brands engage the top 20%. Our research included an online survey of 4000 affluent individuals in 21 of the most influential cities around the world, as well as qualitative dinner parties in 16 of those markets.
In the two years since we launched our first Truth About Privacy study, much has changed in the national dialogue around the issue of personal privacy. In this new Truth About Privacy study we uncover how people’s attitudes and behaviors have altered in the last two years and identify the ‘new rules for cool’ in an era of over-sharing to help brands navigate today’s tapped in culture. Our research, conducted in the US, included an 1100 person online quantitative study and five focus groups with consumers ranging from 16-60.
We all know that connectivity via technology is a tremendously important force in contemporary culture. In this truth study, we have explored the notion of connectivity from some new and provocative angles. We’ve broached subjects like whether mobility impacts fundamentals such as our motivations and personalities and whether life lived through a screen gives us a different moral compass. Most importantly, we’ve provided strategies for consumer brands, device manufacturers and networks to navigate this brave new world of ubiquitous connectivity.
What differentiates Asian women from their counterparts elsewhere in the world? This has been the topic of much speculation by everyone from anthropologists to corporate executives. McCann Truth Central in Asia draws upon our previous Truth Studies as well as fresh research to highlight ten distinct ways in which Asian women approach life.
How do people today view politics, the media and the institution of government? More specifically, how much of the truth do they believe they get from their leaders and journalists? What is their opinion of brands getting involved in politics? We conducted an online study of 3000 respondents in the US, UK and India, in an effort to answer these questions.
What drives today’s mother? What are her hopes for her children and indeed herself? How does she use technology to navigate the world around her? We conducted an online survey of 6,800 moms as well as forty in-depth focus groups to answer these questions…
To understand mobile and the latest revolution in the history of communication, we asked over 4000 people worldwide to find out how mobile devices impact and enhance our lives. What we discovered is that we are in a new era—one that is dominated by mobile.
We looked at the increasingly dynamic and innovative world of beauty to find out what really matters. Who sets the standards for beauty? What must one do to truly look beautiful? What does feeling beautiful mean? And what beauty dreams do we still have? We asked over 7000 people worldwide to find out.
In the transparent world of today, as virtually all aspects of our lives have become digitized, the question of personal privacy keeps arising. Are we keeping up with the power of technology to shape our privacy? What is the truth about privacy concerns online? And indeed what does privacy actually mean to the average.
What motivates young people around the world today? Money? Fame? Justice? What makes them different from every generation that has come before? We asked over 7000 young people around the world to find out.