On March 12, employees of McCann Erickson's 22 offices in Latin American and the Caribbean took to the streets to research the Truth About Millennial women, that group of women aged between 15 and 35. This was the third rollout of the agency's networks Truth About the Street study, a proprietary research approach that includes one-on-one contact between agency employees and the reality of the streets.
A release said the initiative sends all of the agency's employees out to collect real world information, visuals and insights, and includes everyone from top management down to the newest assistants and from the creative, account, planning, production and administrative departments.
The first study in May 2012 analysed the habits of people from every Latin American socioeconomic class towards street food consumption, a market that represents US$127 billion annually in Latin America/Caribbean. The first study was created by Luca Lindner, now global president of McCann Worldgroup, who was at the time regional president of the LATAM region.
The 2013 study analysed the tactic and strategies of successful small business owners in the food and beauty markets. This year's study will deepen the knowledge available about millennial women, the demographic designation for those born between 1980 and 2000.
"Millennial women are a very important segment for the majority of our clients. They are highly influential in the way that local culture is being shaped across the region," says Josafat Solis, McCann regional planning director for Latin America and conductor of the study, to be conducted in over 25 cities across the continent.
In Trinidad, all of McCann's 60 employees took to the street with questionnaires and smartphones to learn about all aspects of the daily lives of T&T's millennial women.
Staff went to downtown Port-of-Spain, San Fernando, Chaguanas, Trincity, St Augustine, Maraval and St James, visiting various locations including City Gate, malls, parks, office buildings, restaurants and shops to gather insights and information.
More than 150 in-depth interviews were conducted throughout the day. The insights gathered will become an essential component for the communications and creative strategies that the agency develops for its clients.
James Smith, managing director of McCann, Port-of-Spain said: "Gaining insights to how our targets view life's changing habits is important in helping us to build relevant communications. These truth studies have given us some great feedback and insight."
The Truth About Street is an exclusive regional study that integrates the global studies platform of McCann Worldgroup's global intelligence unit, McCann Truth Central.