Truth McCann Credentials Presentation
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Transcript of Truth McCann Credentials Presentation
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: [email protected]