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

Michelle Kuhn and Wayne Eischen
Aeffect, 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 made strategic plans to guide and foster children's research. Knowledge of current trends within the existing environment can be utilized to develop more enjoyable research for today's children, our adult respondents of tomorrow.