This paper provides the methodology and findings from an innovative research programme specially designed for Kids, created by BrainStore and commissioned by Nickelodeon International. Nickelodeon International desired to learn how a programming block in German-speaking Switzerland on broadcast channel SF2 resonated with Kids. The block comprised different programmes, both animation and live action, from the Nickelodeon library and was scheduled Monday through Friday from 10.00 to 17.00. A weekend camp was offered where 46 Kids aged 8 - 14 years felt comfortable in a natural setting and were provided group interaction as well as enough variety to keep the children's attention and interest. Overall, the methodology employed for this project provided Nickelodeon with greater insight than could have been gained from even a series of short focus groups with Kids.
The developments in international business, market structure in general and the organisation of marketing across Europe have changed the conditions of media research. Regional marketing and media planning, crossing borders of European countries and preparing for the single European currency, have changed requirements for media and marketing information. Comparable multi-country research, regular up-dates, balanced media lists, including national and international media, TY and print, as well as relevant classification data and effectiveness indicators, are standards for future research. Technological development, declining telephone costs and increasing telephone penetrations have opened up new ways of providing the answers that are needed. The foundations for a new approach to international media research have been laid by Inter/View and TIME Magazine, together with the Guarantor group of EMS, providing an international survey, developed by all sides of the industry: advertisers, agencies and media. Results of EMS 1995 the European Media & Marketing Survey are to be released end April 1996. The first data show the importance of the universe of top-13% per country: main income earners in the most affluent households in each country. People who travel, make business decisions and are heavy consumers of media.