Measuring children's behaviour in a complex multi-media world

Date of publication: January 30, 2005

Company: MindShare

Abstract:

We all live in a rapidly changing world where, arguably, children are at the forefront of technological developments. It is imperative for marketers to understand the behaviour, attitudes and motivations of this ever-evolving and often elusive target group. However, this requires an understanding of how children develop and their abilities at each age.Children present unique challenges to researchers. While they are often physically able to perform many adult tasks, they have more limited cognitive abilities than adults, short attention spans, etc. There are ways of overcoming these issues and providing viable data and insights. This paper discusses some techniques and draws together learning on children's media usage.

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