bunking with your customers

A weekend research retreat with kids

Laura E. Wendt
Nickelodeon, NickatNite, TV Land and TNN
and
Petra Sonderegger
Columbia University


Introduction

For a creator of entertainment content for Kids, it is a fantasy to spend time with the target audience beyond the twoway mirror of a focus group. Although ethnographies provide realistic settings in which to observe Kids, the methodology only lends itself to very small samples. Finally, there is a method of research for Kids which lets them feel comfortable in a natural setting and provides group interaction as well as enough variety to keep the children's attention and interest. In this paper we will present the methodology and findings from an innovative research programme specially designed for Kids. It was created by BrainStore and commissioned by Nickelodeon International in the spring of 1999.