Y Reports - A Closer Look at Parents of Children Under 12

This U.S. report is intended to serve as an almanac of facts on the changing face of parenting today as well as highlight the key attitudes and values that drive different groups of parents by tapping into three Yankelovich studies: MONITOR, Youth MONITOR and the Multicultural Marketing study, as well as government statistics, public studies and news sources.

Y Reports - A Closer Look at Parents of Children Under 12

MONITOR® METHODOLOGIES

Yankelovich MONITOR® Methodology

2500 adults (16+) with a focus on parents with kids under 12.

In-home, in-person interviews

Nationally representative

Annual study

Yankelovich Multicultural Marketing Study

1,600 African-Americans; 1,500 Hispanics; 1,200 Non-Hispanic Whites (16+)

Telephone interview with follow-up questionnaire by mail or Internet

Nationally representative within race/culture

2^nd annual study

Yankelovich Youth MONITOR

Kids age 6–17 (n=1100)

Not a subscriber?

Schedule your live demo with our team today

Become a member

WARC helps you to plan, create and deliver more effective marketing

Prove your case and back-up your idea
Get expert guidance on strategic challenges
Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

Become a member

* Top 10 brands