Subject Index
 

Provides an overview of the complex and ever-changing youth market, including how to research it and identify its sub-segments. The paper also discusses youth media, communicating with opinion former ...

This article examines the ethical and practical considerations of conducting market research with children and discusses challenges such as limited vocabulary and reading skills, in addition to govern ...

Describes how child-centred marketing in Japan is growing, as a declining birth rate means that parents and other relatives have more money to spend on their children. Particular markets desired by ch ...

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, mai ...

Argues that traditional qualitative research methods are no longer good enough for researching young children. It is more effective to get away from the classroom atmosphere and allow children to run ...

We all live in a rapidly changing world where, arguably, children are at the forefront of technological developments. It is imperative for marketers to understand the behaviour, attitudes and motivati ...

The information available about the world of youth is not sufficient to foster our understanding or perception of it. Can the quality of “listening” be improved by enhancing interpersonal relationship ...

Many clients around the world are trying to understand what appeals to a young audience, raising many challenges. Children differ vastly between age and gender, with clear global social and cultural d ...

Children's opinion of advertising and their general skepticism toward it is of the utmost importance to both practitioners and those responsible for advertising Control. In this article, the authors d ...

In this article, Lucy Peile shows how ethnographic research can improve our understanding of children by providing us with insights into how they live their daily lives. Using observational research t ...

How do you research people who wriggle and giggle, can't concentrate, and are still learning to talk? In this article, Caroline Bond delves into the sticky-faced world of researching infants and finds ...

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 ...

Direct consumer contact programmes – in which people from all levels of the organisation aim to meet the ‘real people’, who use their products and services – are all the rage. It is generally accepted ...

BRAINSqueeze is a rare client-side case study that went on to have real and effective business implications, influencing on-air, on-line, programming and marketing decisions. The findings provided a u ...

This paper is a summary of findings from a photo study conducted among 450 kids aged 8 and 11 years from nine European countries: United Kingdom, Germany, Spain, France, Italy, Netherlands, Sweden, De ...

Developing creative solutions for kids brands is far from simple. Displaying an attitude usually reserved for nourishing meals, children will reject most of what is put in front of them. In this artic ...

The author describes the problems and opportunities when marketing to children in the USA today.

Where better to research the internet generation than through their most favoured medium? Rohin Malhotra explores the various methods of onlive research, and shows how best to adapt them to the kids c ...

If you want to know where your brand is going, look at the signposts. Semiotics does exactly this, deconstructing our views of ourselves and the rest of the world to find out exactly what makes us tic ...

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

Kids can tell which products are designed for them - but can you? Children can be merciless in their rejection of some of the products aimed at them. Axel Dammler demonstrates how this can happen and ...

Sesame Street marked the beginning of television for children that was both entertaining and educational. This article describes how the Sesame Workshop has applied research to the development and eva ...

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 ...

Pester power or 'the nag factor' is not the dominant force in purchase decisions - Many factors are at play, most notably word of mouth. Long considered to be beyond the realms of the marketer, the a ...

This paper examines how WGBH and Applied Research and Consulting LLC conducted collaborative research that identified strategies for transforming ZOOM, a highly successful 1970s children's educational ...

The authors' experience suggested that using traditionally broad media groupings could limit the effectiveness of a media recommendation. This is increasingly becoming of major concern as the media op ...

This author looks at unlocking the underpinning emotional drivers of choice among youth, developing a unified brand positioning targeted to diverse priorities and building brand loyalty within a life- ...

The Youth Research Group (YoRG) is into its second year of running the UK's largest Inter-net research site. Over 21,000 7-16 year olds participate in the survey annually and the research is condu ...

The impact of children's nagging is assessed as up to 46% of sales in key businesses that target children. Children ask for everything. Therefore children are an important target audience.

This paper is the result of a complaint by some members of the general public to authorities concerning an advertisement viewed as harmful to children. This paper describes the qualitative investigati ...