History

Truth Well Found

'Truth well told' has long been the motto of McCann Erickson, and it remains the philosophy running through all of our work in all of our disciplines. 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 has developed a proprietary research toolkit, Demand Works, designed to achieve exactly what the name would suggest - understanding 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.