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The 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...

The Truth About Advertising

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...

The Truth About Affluence

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...

The Truth About Youth 2016

If Millennials are their own breed of mobile consumer, then Snapchat-wielding Generation Z is surely a new species entirely. Our second “Truth About Youth” includes more than 30,000 interviews across the globe to explore the ever-changing landscape of youth culture and how marketers can engage this dynamic audience.

The Truth About the Connected You

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...