• View the talks
• 41 min
  1. Kids through the ages

  • Mr. Paul Kurnit
• 17 min
  2. Create connections with your audience

  • Mr. Jens Bachem
• 22 min
  3. Helping children navigate the commercial world of media

  • Mr. Paul Jackson
• 44 min
  4. Conducting research with children

  • Ms. Wynne Tyree
• 23 min
  5. The state of play

  • Dr. Janine Spencer
• 40 min
  6. Concern about children and adolescents

  • Dr. Agnes Nairn
• 55 min
  7. Adolescence - between childhood and adulthood

  • Mr. Martyn Richards
• 43 min
  8. Marketing in school environments: the youth marketing industry perspective

  • Mr. John Geraci
• 35 min
  9. Understanding the new super consumer (mom and kids)

  • Mr. Tim Coffey

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. About the author
3. Presentation overview
4. Children: a key demographic
5. A savvy target
6. They want to be heard
7. Professional guidelines
8. How to segment children
9. Ages and grades
10. Research with preschoolers
11. Preschoolers 101
12. Preschool recruiting
13. Preschoolers: qualitative methods
14. Preschoolers: qualitative considerations
15. Preschoolers: quantitative methods
16. Research with kids
17. Kids 101
18. Kid recruiting
19. Research with kids: qualitative methods
20. Research with kids: qualitative considerations
21. Research with kids: quantitative methods
22. Research with tweens
23. Tweens 101
24. Tween recruiting
25. Research with tweens: qualitative methods
26. Research with tweens: qualitative considerations
27. Research with tweens: quantitative methods
28. Research with teens
29. Teens 101
30. Teen recruiting
31. Research with teens: qualitative methods
32. Research with teens: qualitative considerations
33. Research with teens: quantitative methods
34. Summary
35. Getting it right
36. Thank you

Topics Covered

• Importance of conducting research with children and the professional and ethical sensitivities that must accompany it
• Segmentation of 'children' into pre-schoolers, kids, tweens and teens and how best to conduct research with each segment
• Recommended methods and techniques for each segment, including guidance on successful recruiting
• Qualitative and quantitative research methods

Links

Series:

• Communicating to the Young Consumer

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on January 28, 2010