Truth About Street
Yesterday, 20,000 McCann Worldgroup employees from more than 100 countries around the world left their desks and hit the street. In an unprecedented global research initiative, our employees met and interviewed people on the streets if their cities face-to-face to gain insights into these consumers’ shopping behaviors and their relationships to cultural values. Each team member had a unique role: interviewer, photographer, producer, scribe and community manager, all with the same goal of observing people and how they naturally act. The process kicked off on Monday at 5:00 pm EST in Australia and could be tracked around the world through the Instagram and Twitter hashtag #TruthAboutStreet. The qualitative research collected from these interviews will be used for the updated Truth About Global Brands study, which will be published in the first quarter of 2018.