Objectives: Children and youth research

 

Youth culture is changing, and so is the way that youth communicates. This paper will demonstrate how to gain insight from perhaps the most challenging target audience, and probably the most influenti ...

Chip Walker, executive vice president at Energy BBDA in Chicago, looks at the findings of the GenWorld global teen study, a survey of 3,322 teenagers aged 13-18 in 13 countries conducted in summer 200 ...

In this response to a previous Viewpoint by Agnes Nairn, Barbie Clarke agrees that, as recent heavy criticism suggests, marketers looking to promote goods to children should consider their approach ve ...

The author explains how he undertook research for the UK Department of Health into the sexual behaviour among teenagers at the margins of society - addressing the challenges of recruiting such teenage ...

This Viewpoint, from Dr Agnes Nairn of the University of Bath, raises her concerns about the ethics of conducting market research on commercial products among children. In particular, Nairn discusses ...

This article examines the ethical and practical considerations of conducting market research with children and discusses challenges such as limited vocabulary and reading skills, in addition to govern ...

Steve Watkins puts the case for word of mouth in communicating with the youth market. Using research conducted by 2cv: research for ROAR (a media consortium comprising Channel 4, EMAP, the Guardian a ...

Emma Rees, account director at kae: marketing intelligence, argues that the youth market is not homogeneous, nor is it anything like previous generations, which makes it alien to most marketing depart ...

In this introduction to Admap's focus on youth marketing, Roderick White considers the characteristics of this target group, the difficulties of connecting with it and explains why it is important to ...

Radiocontrol has been the official measuring system used to measure the radio listening habits of people in Switzerland aged 15 years and over since 1 January 2001. Information on children’s radio con ...

We all live in a rapidly changing world where, arguably, children are at the forefront of technological developments. It is imperative for marketers to understand the behaviour, attitudes and motivati ...

The information available about the world of youth is not sufficient to foster our understanding or perception of it. Can the quality of “listening” be improved by enhancing interpersonal relationship ...

This paper discusses a new qualitative research approach to win meaningful insights in young consumer markets. The tool Life Frames® is based on the understanding that the consumer’s demands are drive ...

James Myers, planning director at Arc, describes ‘tweens’, children aged 8 to 11 who inhabit the half-world between kids and teenagers. He looks at the way they talk and behave, and explains why it i ...

In this article, Lucy Peile shows how ethnographic research can improve our understanding of children by providing us with insights into how they live their daily lives. Using observational research t ...

This article discusses how an interactive research programme involving a dialogue with a 'cutting edge' target was used to develop 'And 1', a specialist basketball shoe and apparel brand. The author d ...

Developing creative solutions for kids brands is far from simple. Displaying an attitude usually reserved for nourishing meals, children will reject most of what is put in front of them. In this artic ...

Steve Mellor discusses research which indicates that brands must change the way they relate to children if they are to be successful in the kid's market. Ads, TV programmes and promotions that are pop ...

Steve Watkins shows how SMS diaries provide a very viable basis for assassing the quality of media experiences among young people. He uses data from ROAR to illustrate how to reach and research elusiv ...

Where better to research the internet generation than through their most favoured medium? Rohin Malhotra explores the various methods of onlive research, and shows how best to adapt them to the kids c ...

If you want to know where your brand is going, look at the signposts. Semiotics does exactly this, deconstructing our views of ourselves and the rest of the world to find out exactly what makes us tic ...

Can you get past purple hair, body piercings, strange facial expressions, and language you've never heard before? Can you get individualised answers to life's very hard questions from eight young peop ...

Sesame Street marked the beginning of television for children that was both entertaining and educational. This article describes how the Sesame Workshop has applied research to the development and eva ...

This paper illustrates the behavior and feelings of Argentine youth Internet users. Their drivers to connect with the Internet are quite heterogeneous. Time and passion devoted to the Internet varies ...

This paper delves into children and their relationship with the characters that make up their world, their features, origins, aesthetics, the stories in which they are involved and the different roles ...

Pester power or 'the nag factor' is not the dominant force in purchase decisions - Many factors are at play, most notably word of mouth. Long considered to be beyond the realms of the marketer, the a ...

This article describes a study commissioned to explore the Youth Trendsetter market, in order to create an in-depth profile of forward thinking opinion leaders and early adopters.

Young consumers have always been a difficult audience to research because first, they are difficult to reach using traditional research methods, and secondly, they are often not as expressive as adult ...

This author looks at unlocking the underpinning emotional drivers of choice among youth, developing a unified brand positioning targeted to diverse priorities and building brand loyalty within a life- ...

The Youth Research Group (YoRG) is into its second year of running the UK's largest Inter-net research site. Over 21,000 7-16 year olds participate in the survey annually and the research is condu ...