Abstract:

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.