Do You Live Under a Rock? A Profile of People Who Are Unaware of McDonald’s or Coca-Cola

McDonald’s and Coca-Cola are two of the most well-known brands globally. We examine these two brands in our research-on-research to measure brand awareness and rating. It seems like everyone is aware of these brands, especially in the US. Yet, in our results, a small segment of the population always says they are unaware of one or both of these brands. 

We wanted to better understand just who these people are who say they are unaware of these two iconic brands, so we dug into our research-on-research results to build out a profile.

Here’s what we uncovered.

Overall, 10% of respondents in our recent wave of research-on-research stated they were unaware of McDonald’s, and 15% said they were unaware of Coca-Cola.

We asked these respondents a couple of follow-up questions. We found that 38% of those unaware of McDonald’s clicked that response by mistake. The percentage went up to 48% with Coca-Cola. Another 27% said they were unaware of McDonald’s because they wanted to avoid seeing additional questions. The percentage was 23% with Coca-Cola.

Once these respondents were removed from the data, and we had only people who stated they were genuinely unaware of the brands, we built a profile. 

Check out the infographic for all the details: