The subject of this paper is the application of research in the child and youth markets as a speciality within the sphere of marketing research as a whole. The main thrust of the paper concerns the application of one particular discipline - in this case research in the youth market - to the problems of changing market conditions.It is our view that the prediction of trends in tomorrow's markets can be greatly facilitated by a proper understanding of tomorrow's adults: they are now today's children and are currently forming the views, attitudes and opinions they will bring to later life.
This paper is about marketing research with children, and the need to consider them as a special case when one is evaluating the efficacy of research methods.