The recently conducted activity is part of the agency's global study 'Truth About Street'.
Recently, McCann Worldgroup conducted a global research initiative and did not hire a research company to conduct it. On October 10, the agency 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 and gain insights into their shopping behaviour and their relationship to cultural values.
This new 'Truth About Street' study will involve roughly 20,000 McCann Worldgroup employees in more than 100 countries. Every department and level of the network had been 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.
Prasoon Joshi, chairman of McCann Worldgroup Asia Pacific and CEO of McCann Worldgroup India, says in a press release, "Truth About Street is a testament to the effort and energy that goes into building McCann's understanding of local culture, especially in a dynamically changing country like India. The study is proof of our unmatched sense of community and collaboration. We are committed to maintaining our edge in being the power-house of knowledge about people, cultural shifts and evolving trends and thus, giving the best to our clients."
Jitender Dabas, chief strategy officer, McCann Worldgroup India, says in a press release, "This 24-hour global-local truth hunt is a proprietary study unlike anything ever done by any agency in India or anywhere the world. It sees each and every employee engaged in unearthing rich, meaningful insights around globally relevant and locally nuanced issues and topics to capture the essence of their city and its people."
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.