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…

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…