Worldwide – In an unprecedented global research initiative, McCann Worldgroup enlisted all of its employees around the world to leave their desks for a day and head to the streets in their local markets to meet with and interview people face-to-face to gain insights into their shopping behavior and their relationship to cultural values. This new “Truth About Street” study involved roughly 20,000 McCann Worldgroup employees in more than 100 countries.
Every department and level of the network was enlisted to participate, from associates to senior management, including creative, business leadership, strategy, production and administrative teams. The questions and conversations were designed to gather additional information and insights about local cultures, brand attitudes, traditional shopping, e-commerce and emerging consumer sentiment.
David Leonard, CEO, McCann Canada, said, “The Canadian offices are proud to be a part of this global McCann initiative designed to develop in-depth insights about local culture and its connection today to brand attitudes and shopping behavior. All of our offices, Toronto, Montreal, Calgary and Vancouver hit the streets to take part in this one of a kind experience and be part of the 20,000+ McCann employees who uncovered the Truth About Street around the World today.”
Suzanne Powers, McCann Worldgroup Global Chief Strategy Officer, said, “This builds on our initial Truth About Global Brands research, which uncovered shifting human and cultural dynamics, requiring new approaches to marketing that we’ve called ‘Deep Globality.’ By empowering our whole network, we both gained rich truths and inducted everyone personally behind these new global and local perspectives that are influencing how our clients need to go to market.”
The findings will be incorporated in the next wave of the company’s Truth About Global Brands study. First conducted in 2014 by McCann Worldgroup’s global intelligence unit, McCann Truth Central, it looked in-depth at the changing dynamics affecting global brand marketing. The research entailed quantitative work with 30,000 people in 29 countries, supplemented by rich ethnographic research with consumers as well as with marketing, cultural and entertainment experts.
The proprietary Truth About Street methodology was first pioneered by McCann Latin America in a 2012 study focused on the consumption of street-vendor food, followed by a study of shopping behaviours in 2013. Following this, Latin America has hit the streets each year with a new topic to continue building on these truths, with about 2,000 McCann employees in 20 Latin American and Caribbean countries.
About McCann Truth Central
Truth Central is McCann Worldgroup’s global intelligence unit, with representation in more than 100 countries around the world. Truth Central’s mission is to create original research that unearths the macro level truths driving people’s attitudes and behaviors about life, brands and marketing. For more about Truth Central or to access previous Truth Studies, visit: http://www.mccannworldgroup.com/about/truth