The NIQ Bases Cultural Resonance module, developed in collaboration with McDonald’s, will be added to Bases to help guide creative work discussions among marketers to help make more impactful advertising.

The module will assess the role of cultural factors in advertisements and how those factors impact comprehension and relatability to the content.

The Bases Cultural Resonance module is a quantitative module built from explicit and implicit human insight, validated with neuroscience metrics, which delivers a composite measure benchmarked to a database, enabling businesses to gauge their performance against industry standards. 

Other key features of the module include spotting content that contains implicit bias or harmful stereotypes, assessing advertising content through a cultural lens to help it relate with diverse audiences, and using neuroscience methodology to help interpretation and guidance.

Megan Belden, vice-president, global advertising lead at NIQ Bases, said: “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.

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

Jen Larkin, director, US consumer insights at McDonald’s, added: “At McDonald’s, 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.

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