Abstract:

This paper identifies and explores ten trends or market dynamics which have been observed in the children’s market today, and discusses how knowledge of these trends can be leveraged to ensure effective and insightful children’s research in the future. Trends discussed in this paper have been evidenced in recent qualitative and quantitative research conducted by Aeffect with children and teens worldwide. It also describes research approaches which maximize children’s enjoyment of the research process and work to reveal brand imagery maintained by kids.