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The kids are alright! The global family today
Noel Gladstone, ESOMAR, Latin America, Mexico City, May 2012
Nickelodeon Kids & Family GPS is an on-going, global research effort looking at the changing face and role of the family.
Nickelodeon Kids & Family GPS is an on-going, global research effort looking at the changing face and role of the family. Family fusion, cohesion and roles have changed rapidly in recent times: unlike previous generations, decision making within families on a wide range of issues is almost entirely collaborative. The generation gap is closed and for marketers, understanding the new family dynamics when it comes to decision making is the key to unlocking family budgets. The study presented in this paper examines the role of children in initiating the conversations with parents, before the shopping trips commence. Also studied are what parents think they know about what their kids are doing vs. what kids say they are doing, how technology is making families closer and how media is playing an especially important role in shared family time - particularly watching television and playing on games consoles together.
Children's well-being in UK, Sweden and Spain: The role of inequality and materialism
Agnes Nairn, Market Research Society, Annual Conference, 2012
An Ipsos MORI multi-market report (covering the UK, Spain and Sweden) on how societal inequality and materialism impacts on children.
An Ipsos MORI multi-market report (covering the UK, Spain and Sweden) on how societal inequality and materialism impacts on children. The general message from the research participants was that their well-being centres on time with a happy, stable family, having good friends and plenty of things to do, especially outdoors. Among the main findings was that family life in the three countries was strikingly different: in the UK, parents are struggling to give children their time, but in Spain and Sweden family time appeared to be woven into the fabric of everyday life. British children were also less likely to take part in active and creative pursuits as they got older.
Insights vs findings: lessons learned from the trenches
Marsha E. Williams, ESOMAR, Consumer Insights Conference, Milan, May 2007
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 translate the learning into revenue? Findings are often nice to know; insights should be considered need to know.
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 translate the learning into revenue? Findings are often nice to know; insights should be considered need to know. All insights are findings, but not all findings are insights. The case studies reviewed in this paper illustrate these distinctions in real business contexts.
Are Latin America’s children becoming globalized?
Mónica La Madrid, ESOMAR, Latin America Conference, Buenos Aires, September 2005
This paper analyzes the extent of the globalization phenomenon among Latin American children, contrasting it with their interests in local products.
This paper analyzes the extent of the globalization phenomenon among Latin American children, contrasting it with their interests in local products. Children across the region have certain common characteristics, some rooted in their shared culture, and others which can be seen as the result of globalization. The latter has been particularly important in influencing the behaviour and attitudes of children since the 1990s, and may in time diminish national differences. The supporting data for this paper is based on a study conducted since the year 2000 in several countries, and which allows the authors to pinpoint both similarities and distinctive features of each country's children.
Construction of identity in a global and commercialized media landscape - with children’s use of websites as an example
Birgitte Tufte, Forum for Advertising Research, July 2005
This article discusses how 'tweens' (children up to age 14) develop their personalities, attitudes and socialisation as they grow in to becoming teenagers.
This article discusses how 'tweens' (children up to age 14) develop their personalities, attitudes and socialisation as they grow in to becoming teenagers. It is based on various research studies, mainly undertaken in Denmark, as well as academic work. The article focuses on the influence of media, including certain magazines, radio, TV and mobile phones, and especially the children's use of the internet.
Wee yet mighty: Latin America's kids. Consumption and influence
Telma Urich and Mónica La Madrid, ESOMAR, Consumer Insight Conference, Vienna, April 2004
Children are direct consumers of a series of products, in addition to influencing the purchase of certain products and services consumed in their homes.
Children are direct consumers of a series of products, in addition to influencing the purchase of certain products and services consumed in their homes. The influence they exert or their consumption habits are not identical across the different countries of the region. The degree of influence recorded in each country depends on the type of products purchased as well as on children's sex, age and socio-economic level. The role children play as consumers is by no means limited to their 'pester power'. They have money and purchase a series of products. The amounts they receive, what they can do with this money and what they choose to do with it also evidence important differences throughout the countries of the region, and in turn, in each of these countries, sex, age and socio-economic level also determine significant differences. In order to fully grasp the importance of these differences children's consumption is analyzed within the context of their family structures, behaviors and attitudes. Special attention is paid to the children of Argentina and Mexico who are evidenced as the most paradigmatic.
The universal and the singular, the permanent and the ephemeral
Telma Urich and Monica La Madrid, ESOMAR, Latin American Conference, Sao Paulo, May 2002, pp. 261-288
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 played.
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 played. Preferences for local vs. global, fiction vs. reality, what is explicitly targeted to them vs. teenage and adult proposals, cartoon format vs. 'live action', male vs. female characters and the values they represent are examined.
Up Close and Personal
David Burrows and J Adams, ESOMAR, Youth Power, Beijing, October 1999
This paper discusses approaches to youth research designed to help ensure that our understanding of the youth target is maximised.
This paper discusses approaches to youth research designed to help ensure that our understanding of the youth target is maximised. It acknowledges the complexity of the youth consumer's attitudes and brand relationships, and the consequent need to understand these relationships from a number of different angles. It focuses on an examination of methodologies and techniques which go beyond the classical qualitative remit, challenging traditional notions of researcher objectivity. It will argue that more subjective approaches to the world of the youth consumer will enable a more contextualised vision of their world and their relationship with brands.The paper will outline the belief that such an approach will contribute to the levels of insight researchers are able to offer clients, in turn enabling them to better anticipate change and development in youth attitudes and needs. Project examples where we believe this has been achieved will be detailed.
The End of Age Target Marketing
Martine Roefflaer, ESOMAR, Youth Power, Beijing, October 1999
Peer group' marketing is a new way of target marketing in the children and youth market. This paper argues that it is sometimes better to no longer perceive the young consumer as a 'kid', a 'teen' or an 'adolescent', but to approach the young consumer beyond different stages of development by defining him/her as a part of a peer group.
Peer group' marketing is a new way of target marketing in the children and youth market. This paper argues that it is sometimes better to no longer perceive the young consumer as a 'kid', a 'teen' or an 'adolescent', but to approach the young consumer beyond different stages of development by defining him/her as a part of a peer group. We call this peer group marketing. Peer group marketing is defended, defined and illustrated in this paper. Secondly, peer group research will be reviewed. Peer group research implies adapted research methods as an answer to this new form of target thinking.
Kids and technology
Robbin Jaklin and David Kudon, ESOMAR, Youth Power, Beijing, October 1999
This paper explores two areas of interest and the role they play in a Latin American kids' life: consumer electronics and computers and the Internet.
This paper explores two areas of interest and the role they play in a Latin American kids' life: consumer electronics and computers and the Internet. The results are excerpts from a Generation-Latin America study, which was conducted as a benchmark study for tracking changes in kids' behaviors within Latin America and to compare cross-culturally with studies conducted in other parts of the world.
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