McCann Truth Central

McCann Truth Central Belgrade was founded with the idea to research and discover locally relevant truths in order for us to better understand the local consumers and their worldview. These local truths are compared to the regional and global context, reaching further conclusions.

http://www.mccannworldgroup.com/about/truth

Truth about age

“Aging” is a theme that extends well beyond the older generation. Aging and attitudes toward aging affect people at every life stage and in every country around the world. Pressure to feel and look young has never been as strong as these days. But the truth is that we know little about how we truly feel about aging and old age. Who worries about it more – people in 20s or 70s? Is aging something we look forward to or not, is it something aspirational or depressing, a blessing or a curse? How people of different cultures and ages perceive aging process? Does Serbia differ from the rest of the world? And how all this effects different brands and businesses? Study „Truth about age“ provides the answers to these and many other questions.

For more information, please contact Željka Mićić, Analytic & Development Manager

zeljka.micic@mccann.co.rs

Executive Summary of the research is available here.

Truth about youth

Young people in Serbia are predominately not rebels; they require incentives to start a movement; although they expressed a desire to change the world, they lack awareness about the available options to do it. Further, they want to travel, possess ambition, tolerance, and hold their parents as the biggest role-models. Conclusions of the “Truth About Youth” research that was conducted in 2015 on the representative number of young people, reveals their fears, triggers, values, and interests, as well as how they regard gender roles nowadays, the future, who their models are, and what their position is in the present world.

For more information, please contact Željka Mićić, Analytic & Development Manager

zeljka.micic@mccann.co.rs

Executive Summary of the research is available here.

The truth about wellness

World Health Organization defines psychological, biological, and social harmony od a person as “an optimal health and general well-being of the system pertaining to the physical, mental, spiritual, social, economical and financial well-being”. While looking into the attitudes regarding aforementioned subject,  McCann Truth Central conducted a research titled “The Truth About Wellness: The Study about the psycho-physical level of well-being in Serbia”. The overall conclusion was that citizens of Serbia mostly take very little care about their physical, spiritual, and mental health. Amongst other things, the study revealed the transformation of the role of a medical doctor, the influence of the technology over our health, the extent of awareness about the importance of physical activity, and portion of population that has a healthy diet regime. Further analysis and conclusions such as what the role of brands, institutions, and individuals in reaching balance is, is available in the study.

For more information, please contact Željka Mićić, Analytic & Development Manager
zeljka.micic@mccann.co.rs

Executive Summary of the research is available here.

Truth about the new Serbian mom

Motherhood is wonderful! It is no cup of tea, though. This is true no matter whether you are a citizen of Serbia, Great Britain, China, or Brazil. What we also know to be true is that every single mother wants only the best for her child. However, that lies beneath these universal truths? What is a common feature for mothers of the world, yet not so obvious, what are their thoughts, attitudes, and habits related to motherhood and formed under the influence of the rather specific cultural and sociological conditions, and thus differing from country to country? The McCann Truth Central team members set to find the answers and to better understand contemporary mothers’ way of thinking.

For more information, please contact Željka Mićić, Analytic & Development Manager

zeljka.micic@mccann.co.rs

Executive Summary of the research is available here.

English