NielsenIQ BASES collaborated with McDonald’s USA to introduce cultural resonance module

The BASES Cultural Resonance module, a quantitative tool developed from extensive human insights

NIQ, a global leader in consumer intelligence, proudly introduces the integration of its latest NIQ BASES Cultural Resonance module into BASES' esteemed ad testing portfolio, developed in collaboration with McDonald’s USA. This module presents a validated set of cultural resonance metrics aimed at guiding discussions on creative optimization to aid marketers in crafting more impactful and inclusive advertising. It evaluates the influence of cultural factors on ads and their impact on comprehension and relatability of ad content. The module identifies content areas that may not resonate as intended and offers insights into the cultural cues that facilitate ads in establishing meaningful connections with consumers.

Megan Belden, VP, Global Advertising Lead at NIQ BASES, highlighted the significance of the BASES Cultural Resonance module, emphasizing its role in enabling advertisers to produce content that authentically resonates in a landscape where diversity and inclusion are paramount. By shifting the focus to cultural factors, insights from this module are poised to transform discussions around representation and relatability in advertising. In an era where companies increasingly strive for broad audience engagement, inclusive advertising strategies hold significant importance. NIQ’s BASES Cultural Resonance module emerges as a dynamic solution to address this need, aiding advertisers in establishing authentic and meaningful connections with their audience.