Real World Street, MediaCom's unique
consumer research initiative goes beyond simply reporting on what
consumers say, to analyse what they actually do.
Because sometimes, what people say they
do and what they actually do are two different things.
To gain genuine insight
into consumer behaviours, we base our research on the
responses of real people living in Real World Streets. After
identifying average streets in average cities, we recruit typical
households living there to form qualitative research panels. We
currently have Real World Streets in eleven markets around the
globe and plan to expand into at least another five more in the
next six to twelve months.
In our Real World Streets, we spend
time with consumers in their neighbourhoods, sharing their
lives and talking to them in depth until we can truly understand
their attitudes and behaviours, their decision-making processes and
their habits. This kind of consumer research allows our clients to
benefit from insight based on reality, not guesswork. Our research
takes place in real people's lives: in their homes, shops and local
areas. Our studies can be adapted to meet clients' specific