Leveraging the aptitude and ability of eight year-old adults, and other wonders of technology

Michelle Kuhn and Wayne Eischen

This paper identifies and explores ten trends or market dynamics which have been observed in the children's market today, and discusses how knowledge of these trends can be leveraged to ensure effective and insightful children's research in the future.

Leveraging the aptitude and ability of eight year-old adults. And other wonders of technology

Michelle Kuhn and Wayne EischenAeffect, Inc, United States

OVERVIEW

As we approach the millenium, children's research will continue to evolve and/or be forced to evolve as a result of changing market dynamics and the related impact on our young participants. Yet, despite recognition of this evolution, little has been documented on how researchers plan to leverage market dynamics to facilitate future research success.

While we emphasize the importance of strategic planning for internal or external clients from a marketing perspective, researchers have not...

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