Why McDonald’s is listening differently

This article explores some of the steps and techniques that McDonald's and its partners are pursuing in order to understand all groups of consumers.

What is ‘listening differently’ and why should anyone do it?  Jessica Nordlander, chief operating officer at Canadian community intelligence software business Thoughtexchange, explains it from a personal perspective. “If I take the example of being a woman, there’s no lack of advice for me available in books and on the internet about how I should show up differently or how I should communicate differently – as a leader, in my relationships, or as a consumer – in order to be taken seriously.”

But why should all the onus be on her to communicatedifferently? Is communication not a two-way...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands