INTRODUCING TRUTH MCCANN Truth

Well Told

What we do...We answer business questions by gaining a deep understanding of the waypeople think and feel and provide feedback that energises organisationsand promotes action

Evaluation Improvement

Exploration Co-creation

Who we work with...

Research and insight agency....

Truth McCann

Cultural Trends

Multi-media Social web

Story

Telling

Qualitative Quantitative

...within McCann Erickson Communications House

Our proposition...

Actionable

Insight

Storytelling

• We believe that insights are better labelled as truths – they are compelling and singled minded observations that inspire action

• We don’t just tell you the ‘what’, we tell you the ‘so what’

Winning hearts & minds and the catalyst for action

Cultural trends

McCann Pulse TMMcCann Moody Britain

Universal McCann Social Media Tracker

Cultural insight is marketing’s untapped resource

Research capabilities

Qualitative

Focus Groups

Depths Interviews

Ethnography

Quantitative

Online Surveys

Telephone Surveys

Face to face surveys

We conduct research using all major methodologies

In house group facilities

Birmingham Bristol London Manchester

Gives you more for less

Multimedia-Social web

Game Changers NewMR

Immersive Research

Diaries & Blogs

Group Discussions

Research Communities

Exciting additions to the research and insight toolkit

Customer Story

Truth McCann: A customer story

ChallengeOur client, a leading online and catalogue fashion retailer, was launching a sub-brand aimed at a significantly

younger target audience. A key part of the brief was to understand the fashion motivations and behaviours of this

new audience in context and to bring them to life for the client organisation.

SolutionA five day activity-based online qualitative research approach was adopted to address this part of the brief. We

recruited 32 members of the target audience and asked them to use their mobile phones to take pictures of the

clothes they wore each day and also pictures of the items in their wardrobe that they felt most represented their

personal style. With each upload of pictures they provided us with an explanation of the what’s and why’s of their

fashion choice, which we were able to follow up and probe further.

ResultsThe engagement created by the online research process helped turn the insight into effective action within the

client organisation. Understanding the fashion motivations and behaviours of the target audience in this way

provided highly valuable and unexpected insight which was used to inform and re-shape the launch of the sub-

brand. Key insight identified that the opportunity and potential for the sub-brand was even greater than initially

anticipated if the messaging and tonality could be appropriately developed.

Creating new insight and enhanced engagement by adapting research methods to play to the strengths of online and mobile phone applications

EngagementThe participants really embraced the activity-based approach and provided exceptional levels of depth and richness

that couldn’t have been achieved using other methods. Managers throughout the client organisation were given

‘live’ access to view the responses in context, direct from the homes of the participants as we received them. This

enabled them to see into the real lives of the participants in ways not possible in more artificial settings such as

focus groups.

BenefitsCompared to conducting 4 traditional focus groups with 32 participants

• Able to recruit right across the UK

• Could recruit people who wouldn’t attend focus groups

• More interesting and enjoyable participant experiences

• 2 hours of input per participant compared to average 12 minutes

Participants

• See into to people’s lives where they are and as they live

• Use multi-media for stimulus and powerful participant input

• Receive immediate and considered opinion and feedback

• Allow unlimited number of clients to view anywhere, anytime

Methodology

• Overall operational costs broadly similar

• But no travel, accommodation or hospitality costs

• And costs per participant input minute only 10% of focus groups

• NewMR £2.60 per minute and focus groups £26.00 per minute

Costs

Working with us

Phil McCormickInsight Development Director

Nick OppenheimerPlanning Director

Isabel BeresfordResearch & Insight

Manager

Liz KinnearResearch & Insight

Manager

Jacqui PowerPlanning Director

The core team...Benefits of BIG/small Big agency resources and infrastructure, small agency focus and dedication

What we deliver...

Actionable Insight Reports

• 1-2 hours presentation

• Delivered by Senior Insight Directors

• PowerPoint and multi-media

• Access to detailed findings as required

Action Planning Workshops

• Co-creation and collaboration

• Internalisation of insight into management action and communication planning

Thank You

For more information contact

Phil McCormick

Research & Insight Development Director

Truth McCann

Direct: 0121 713 3711

Mobile: 07966 938 175

Email: phil.mccormick@europe.mccann.com