How powerful insights helped McDonald’s understand what makes their family customers smile and how to make those smiles even broader

Following the award winning session at the MRS Conference, the TNS and McDonald’s Insight teams will tell the inspiring story of how imaginative behavioural observation and consumer connections were used to create strong insights around the experience of family customers. The session will focus on the power of blending research methodologies to create a vivid picture as well as helping understand how insights were translated into action , helping to create a more exciting and improved customer experience in two new concept stores.