Author Archives: Rodney Collins

Field Notes: On the road to the truth about European affluence

LuxuryOver the course of the past month, I have made several stops on a tour across Europe presenting my team’s global report, ‘The Truth about Affluence‘. Throughout the tour, I have partnered with regional thought leaders to develop a keener understanding of the drivers, the barriers, and the values that undergird the lifestyles of affluent individuals in Europe today.

The backbone of the tour is based on an online study of the top 20% of populations in key centers of commerce, from Buenos Aires to Warsaw. We supplemented our survey with a series of dinner parties that we hijacked and converted to focus groups in the homes of affluent individuals in the Americas, Europe, and Asia. In cities where such dinner parties were not feasible, we invited ourselves to tea and conducted interviews with affluent tastemakers in their sitting rooms. Read more on Field Notes: On the road to the truth about European affluence…

The end of mindless consumption and rise of conspicuous production

ShoppingArcadeIn the course of a recent co-creation session conducted in our London offices for our next global study, The Truth About Shopping, we asked a diverse group of participants to pitch concepts for the retail store of tomorrow. All of the pitches that the teams provided were daring in their potential for shoppers of the future. And, all of the pitches of the day pointed to an unexpected truth about the contemporary shopping experience.

Let’s begin with the winning concept chosen by the workshop participants, “The Driv-Inn.” We, of course, loved the witty title for the store concept. “The Driv-Inn” was a hybrid venue:  part car dealership, part boutique country hotel. The insight that the team drew from was the fact that when purchasing a car, looking at it in a showroom is not nearly enough; the buyer really needs to drive the car. Moreover, simply driving a few kilometers around town is not nearly enough experience to make such a massive purchasing decision. Read more on The end of mindless consumption and rise of conspicuous production…

The Truth About Connected You: How mobile has changed us

Do you think that your personality is the same when you’re on a mobile as it is in your everyday life? If your answer is yes, then you are in agreement with the majority of the respondents in our recent global study, The Truth About Connected You.” You might even respond, as one of our UK respondents did: “Why would I suddenly change my personality?? What a strange question!!”

In February, coincident with the Mobile World Congress in Barcelona, we at McCann Truth Central launched the McCann Mobile Personality Profiler, an online tool to uncover the distinct personality traits of mobile device users. Part game, part research tool, the Mobile Personality Profiler is a key component of our most recent global research study Read more on The Truth About Connected You: How mobile has changed us…

The Power of ‘Social’ in the Age of Wellness

 The Power of 'Social' in the Age of Wellness In our most recent global study, The Truth About Wellness, we at McCann Truth Central uncovered a number of truths about the power of ‘social’ in what we are referring to as the ‘Age of Wellness’. As we explored the status of wellness today, our consumers told us a tale of two socials — one offline and one online — a distinction that provides a challenge for brands and companies who put digital consumers first. Read more on The Power of ‘Social’ in the Age of Wellness…