Bunking with your customers

Petra Sonderegger and Laura E. Wendt

This paper presents the methodology and findings from an innovative research programme specially designed for Kids, created by BrainStore and commissioned by Nickelodeon International.

bunking with your customers

A weekend research retreat with kids

Laura E. WendtNickelodeon, NickatNite, TV Land and TNN andPetra SondereggerColumbia University

Introduction

For a creator of entertainment content for Kids, it is a fantasy to spend time with the target audience beyond the twoway mirror of a focus group. Although ethnographies provide realistic settings in which to observe Kids, the methodology only lends itself to very small samples. Finally, there is a method of research for Kids which lets them feel comfortable in a natural setting and provides group interaction as well as enough variety to...

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