Kidscope: using consumer access panels to get rapid responses from children

Karen Fraser

Kidscope provides a rapid response to the need for knowledge and understanding of children and their behaviour.

Kidscope: using consumer access panels to get rapid responses from children

Karen FraserLeo Burnett Media (United Kingdom)

KIDS - A VOICE OF THEIR OWN

Kids are often thought of in terms of consumers, but increasingly they are also becoming purchasers in their own right and co-decision makers. In homes with working parents, kids take on independent activity as early as six years, such as preparing themselves for school, running errands or visiting a local shop for family needs. This increase in responsibility has meant that kids have had a more important role to play in purchase decisions for cereals,...

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