NielsenIQ BASES and McDonald’s USA introduce Cultural Resonance module for inclusive advertising testing

NIQ has announced the integration of its new NIQ BASES Cultural Resonance module into BASES’ ad testing portfolio, built in partnership with McDonald’s USA.

This offers a set of cultural resonance metrics to help marketers produce more impactful and inclusive advertising.

The add-on assesses the role of cultural factors in ads, and how those factors impact comprehension and relatability to the content.

The tool provides indicators for content that isn’t landing as intended and offers insight into the type of cultural signals that help ads create meaningful, lasting connections with consumers.

“In a rapidly evolving landscape where diversity and inclusion are paramount, the BASES Cultural Resonance module, developed in collaboration with McDonald’s, equips advertisers with the tools they need to create content that authentically connects,” says Megan Belden, VP, Global Advertising Lead at NIQ BASES.

“By focusing the conversation on cultural factors, the insights from this module are set to change the conversation around representation and relatability in advertising.”

Key benefits include:

• Identifying red flags: Allows advertisers to spot moments within their content (i.e., they may be interpreted as offensive or inadvertently limit perceived relevance) that contain implicit bias. Advertisers can avoid perpetuating damaging stereotypes by actively identifying and addressing these red flags.

• Assessing content through a cultural lens: Enables advertisers to assess their advertising content through a cultural lens, ensuring it encompasses an inclusive landscape and represents their entire audience.

  It goes beyond merely assessing diverse casting and assessing executional factors around how an ad is telling a story (authenticity, setting, portrayal of diversity) to ensure consumers can relate to and resonate with the content.

• Actionable insights: With a deep understanding of their content's inclusivity, advertisers can optimise their advertising for all audiences.

  The module is integrated with neuroscience methodology, linking survey-based metrics to EEG Emotion, Memory, and Attention measures for nuanced interpretation and guidance.

“We’re intentional about the role culture plays in the stories we tell, and we’re excited to be collaborating with NIQ and other valued partners to improve the capabilities in building authentic cultural connections with our fans through our advertising,” says Jen Larkin, Director, US Consumer Insights at McDonald’s.

“With processes like second-by-second feedback, this tool allows us to make real-time optimisations - making us smarter creative reviewers.”