FINDING THE HUMAN TRUTHS
The COVID-19 pandemic has rapidly shifted our collective fears, concerns and priorities across the globe. Many officials have referred to it as a war against an invisible enemy.
And, as in all wars, one of the most important, impactful and enduring weapons at our disposal is Truth.
In response, we surveyed people in 18 countries
around the world to get a deeper look into the key Human Truths generated by the current crisis.
We continually fielded new surveys over the course of 2020 and 2021 as attitudes were quick to shift as the pandemic continued. While the pandemic is still ongoing, our global research has now ended.
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In The War Against
Below is a summary of the waves of research we've conducted and corresponding dates. Due to the rapid nature of COVID-19, we recognize that cultural mentalities and government responses are changing day by day and this data is a snapshot of a moment in time.
Wave 1: 3/12/20 – 3/22/20 | Wave 2: 3/23/20 – 3/31/20 | Wave 3: 4/7/20 – 4/16/20 | Wave 4: 4/27/20 – 5/7/20 | Wave 5: 6/8/20 – 6/15/20
Wave 6: 7/21/20 – 8/3/2020 | Wave 7: 9/15/20 – 9/28/20 | Wave 8: 11/4/20 – 11/17/20 | Wave 9: 12/15/20 – 1/6/21 | Wave 10: 4/20/21 – 5/4/21
We interviewed upwards of 16,000 people across 18 markets on a monthly basis and tracked the changes in data over time in order to maintain an accurate read of the situation as it evolved.
Tracking Culture Through Crisis
Gripped by a once-in-a-lifetime pandemic, people around the world have increasingly turned to data to navigate the uncertainty of the public health crisis. The Truth About Culture and COVID-19 tracks the dynamics of culture through this global crisis and provides marketers with a roadmap to resilience, recovery, and renewal.
This timeline reveals key findings generated across ten waves of research, inclusive of cultural signposts and modalities for brand activities.
McCann Worldgroup Truth Central is our global intelligence unit dedicated to unearthing the macro level truths that drive people’s attitudes and behaviors about life, brands, and marketing.
Our team of trend and insight experts regularly author global studies packed with actionable perspectives that are as creative as they are analytically sharp.
For a deeper dive into our Truth About Culture & COVID-19 research, reach out at firstname.lastname@example.org
ABOUT TRUTH CENTRAL
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