The Proprietary Research Technique Developed by the McCann-Erickson Worldwide Agency

question 72

Multiple Choice

The proprietary research technique developed by the McCann-Erickson Worldwide agency that helps evaluate how consumers feel about brands and the nature of their relationship with them is known as:

• A)focus group research.
• B)transformational research.
• C)emotional bonding.
• D)psychographics.
• E)ethnographics.

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Definitions:

Brand Purpose

The reason a brand exists beyond making a profit, often framed as its contribution to society or consumers' lives, enhancing its emotional connection with customers.

Brand Storytelling

The use of narrative and creative expression to communicate a brand’s values, history, and mission to engage consumers emotionally.

Skilled Craftsperson

An individual with specialized training and high expertise in a particular craft or trade.