Kids market research

Get down with the kids

Embarking on a new piece of kids market research or want to get closer to your younger audiences? We’ll help you get down with the kids.

 

We’ve got heaps of experience in this area. We’ve researched toddlers and young children across a whole range of sectors. And built an unrivalled understanding of the older age group too – from our work with teenagers, apprentices and students and thanks to own myth-busting youth market research with 16 – 25 year olds.

 

Like any market research agency, we run focus groups, depth interviews and online communities. But what sets us apart is how we blend insight, innovation and technology to get closer to real behaviours, uncover fresh insights and bring them to life for our clients in new and exciting ways. And nowhere is this more important than in kids market research, where getting to the truth can be tricky as children struggle to recall their past behaviour accurately.

 

Passive Tracking and Passive Observation

 

We’ve used passive observation tools to see what kids really get up to after school. We’ve harnessed passive tracking to see what content kids really connect to online. And we’ve created a virtual reality experience for Channel 4 to help them immerse themselves in young viewers’ worlds.

 

Looking for a partner for your next piece of kids market research? Get in touch or find out more about Decidedly.

Kids Market Research
Case 
Study

 

The kids are alright

 

Kids these days. Tech-obsessed, heads glued to their screens. They’re all the same right? Well perhaps our expectations of young people need rethinking. Because when we set out on a study to understand 16 – 25 year olds and their attitudes towards tech, social media and data privacy – we found they don’t all conform to the stereotype. We segmented young people and identified six distinct groups each with differing attitudes towards technology and expectations of how brands should be targeting them them. And guess what? That one-size-fits-all strategy isn’t working. We’re sharing this knowledge with our clients, helping them get ahead and cut through to this lucrative consumer group.

Kids Market Research
Case 
Study

 

The kids are alright

 

Kids these days. Tech-obsessed, heads glued to their screens. They’re all the same right? Well perhaps our expectations of young people need rethinking. Because when we set out on a study to understand 16 – 25 year olds and their attitudes towards tech, social media and data privacy – we found they don’t all conform to the stereotype. We segmented young people and identified six distinct groups each with differing attitudes towards technology and expectations of how brands should be targeting them them. And guess what? That one-size-fits-all strategy isn’t working. We’re sharing this knowledge with our clients, helping them get ahead and cut through to this lucrative consumer group.

Kids Market Research
Case 
Study

 

The new kid on the block

 

When kids are playing, they can be in their own world for hours. But how do you understand that world and the opportunities it presents for your brand? We worked with one of the world’s best loved entertainment brands, using passive observation tools to find out what kids really get up to after school. How do they spend their leisure time and who with? Because let’s face it, remembering the ins and outs of each evening is hard enough, never mind for a 5 year old. We unearthed rich insight into real behaviours and then looked to in-home family interviews for the final part of the puzzle: understanding what it is that drives kids to take part in different leisure activities.

Kids Market Research
Case 
Study

 

Decoding what keeps kids content

 

Everyone knows holding kids’ attention is hard. When a kids’ media brand came to us, they were looking to get to grips with how kids watch short form and online video content. We used passive tracking to find out how kids engage with content online, before talking to them to explore the why behind the data. It’s knowledge that’s helped our client to up their game, creating more short-form and online videos that kids love to watch.

Kids Market Research
Case 
Study

 

Decoding what keeps kids content

 

Everyone knows holding kids’ attention is hard. When a kids’ media brand came to us, they were looking to get to grips with how kids watch short form and online video content. We used passive tracking to find out how kids engage with content online, before talking to them to explore the why behind the data. It’s knowledge that’s helped our client to up their game, creating more short-form and online videos that kids love to watch.