INTRODUCING
Truth
TRUTH MCCANN Well
Told

What we do...
We answer business questions by gaining a deep understanding of the way
people think and feel and provide feedback that energises organisations
and promotes action
Evaluation Improvement
Exploration Co-creation

Who we work with...

Our proposition...
Research and insight
agency....
Cultural
Trends
Actionable
Qualitative Truth Multi-media
Quantitative Social web
McCann
Insight
Story
Telling
...within McCann Erickson
Communications House

Storytelling
Winning hearts & minds and the catalyst for action
• 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’

Cultural trends
Cultural insight is marketing’s untapped resource
McCann Moody Britain McCann Pulse TM
Universal McCann Social Media Tracker

Research capabilities
We conduct research using all major methodologies
Qualitative Quantitative
Focus Groups Online Surveys
Depths Telephone
Interviews Surveys
Face to face
Ethnography
surveys

In house group facilities
Gives you more for less
Birmingham Bristol London Manchester

Multimedia-Social web
Exciting additions to the research and insight toolkit
Game Changers NewMR
Immersive Diaries &
Research Blogs
Group Research
Discussions Communities

Customer
Story

Truth McCann: A customer story
Creating new insight and enhanced engagement by adapting research methods to play to the
strengths of online and mobile phone applications
Challenge
Our 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.
Solution
A 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.
Engagement
The 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.
Results
The 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.

Benefits
Compared 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
Participants • More interesting and enjoyable participant experiences
• 2 hours of input per participant compared to average 12 minutes
• See into to people’s lives where they are and as they live
• Use multi-media for stimulus and powerful participant input
Methodology • Receive immediate and considered opinion and feedback
• Allow unlimited number of clients to view anywhere, anytime
• Overall operational costs broadly similar
• But no travel, accommodation or hospitality costs
Costs • And costs per participant input minute only 10% of focus groups
• NewMR £2.60 per minute and focus groups £26.00 per minute

Working
with us

The core team...
Benefits of BIG/small
Big agency resources and infrastructure, small agency focus and dedication
Phil McCormick Isabel Beresford Liz Kinnear
Insight Development Director Research & Insight Research & Insight
Manager Manager
Nick Oppenheimer Jacqui Power
Planning Director Planning Director

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