McCann Insight
Truth Well Found
'Truth well told' has long been the motto of McCann Erickson. Before any truth can be told, however, it must first be found. McCann Insight is a team of specialist brand and advertising researchers who are experts in exactly that - finding truths.
McCann Insight's proprietary research toolkit, Demand Works, is designed to understand the workings of demand. These carefully designed, yet straightforward, tools draw on proven research techniques from in-depth qualitative interviews to quantitative brand positioning exercises. They are aligned to, and examine, the critical areas of impact within the Demand Chain. This means that we leave nothing untouched in our search for the truth or truths that will help us create demand for your product or service.
Working alongside our Planning Unit, we ensure that, once found, these truths remain pure and feed directly into all brand communications as intended. Whether you work with us as a full service communications agency, or as an independent research unit, you benefit from the delivery of truths and insights based on fact, delivered in a way designed to drive your brand growth.
Brilliant creative comes from insight. Whatever the stage of creative development, generating understanding into how and why execution is working - or not - is credo. Using focus groups conducted in homes, viewing facilities and on location ensures that the inputs that we feed back will resonate with the creative teams and generate the desired response with audiences.
We undertake quantitative brand image and positioning research programmes, which enable us to better position and direct creative communication strategy, for effectiveness. With the availability of online interviewing to complement telephone and face to face methods, detailed and comprehensive studies are increasingly accessible to marketeers.
What happens as a result of communication? Metrix enables the evaluation of campaigns as they happen by establishing performance on key effectiveness measures. Using bespoke study samples contacted via online, telephone or face to face methodology, we can help identify marketing return on investment and guide future campaign development.
Through a combination of qualitative research techniques and planning workshop exercises, we are defining new brand strategies and communication plans. By providing an investigative and critical analysis of sales & marketing efforts, opportunities are identified. The demand audit defines, reinvigorates or re-establishes what a brand stands for and how it should be leveraged.
