Target groups: Families, parents, mothers

 

The article describes an attitudinal segmentation of parents and young people, conducted for the Department for Children Schools and Families (DCSF). The central question for the study was 'Which fact

The article describes the MomConnections (MC) online panel, an online community of mothers set up to discuss parenting issues, sponsored by The Parenting Group (TPG). How MC has been successfully sold

This paper draws from a major research initiative undertaken by Nickelodeon's Brand & Consumer Insights Group in 2006. Nickelodeon, the children's media brand and part of MTV Networks' Kids & Family ...

Using a range of data, Charles Dawson ponders the growing trend for offspring to stay in the parental home when they are over 20, and the counter-tendency of the increasing number of young single-pers ...

How does one differentiate between findings and insights? Can it be concluded for research in the private sector that the principle difference between findings and insights is one's ability to transla ...

It seems that hardly a day goes by without gloomy media speculation that traditional family values are breaking down. But are such interpretations exaggerated? Using the latest research from TGI, this ...

This paper discusses the challenges of marketing to mothers. They are more important than ever, but are also demographically very different from what they used to be (they are, for example, more afflu ...

In this excerpt from Marketing to the New Super Consumer, Mom & Kid, Tim Coffey, David Siegal and Greg Livingston, principals at the Cincinnati-based WonderGroup, argue that effective marketing to 'mo ...

Current sociocultural changes have direct consequences on families and family dynamics. With respect to young families, this means: a) configuring a specific lifestyle; b) the appearance of a new segm ...

In this article Pat Spungin, child psychologist and parenting expert, explores why parents make the food purchases they do for their children, and finds some surprising answers.

The majority of research on family purchase decision-making has been preoccupied with who makes decisions rather than how they are made. Therefore, there is limited understanding of the process and dy ...

Generation X was characterised by its 'whatever' attitude to life. But now the erstwhile X-ers have grown into responsible home-owning tax-paying adults, what set of values are they imposing on their ...

In this article, Maggie Geuens, Patrick De Pelsmacker and Gitte Mast examine the influence of family structure on the ways in which parents communicate about consumption to their children.

Marketers need to be aware that they must see children in the context of their families - and know what a modern family means. As accepted social stereotypes fall by the wayside and the boundary betwe ...

This paper deals with the promotion budget and some popular appropriation models found in the standard marketing textbooks. All of these models are simplistic and state that relatively more money is s ...