Resources Library by ANA

Leveraging the aptitude and ability of eight year-old adults

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...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Michelle Kuhn, Wayne Eischen

October 22, 1997

From Rugrats to Spice Girls

This paper traces the history of characters up to the mid-nineteenth century, and thereafter through five ages of character development. Research is described that regularly plots the popularity of characters among children over a number of years....

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: Carrick James

October 22, 1997

Myths and realities of the global young consumer

This paper examines the extent to which the old cliche think global, act local is relevant when marketing to young children. We argue that this hypothesis is most definitely valid for youth markets on a global basis. A global strategy is valid...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: David Thomson, Graham Woodham

October 22, 1997

A picture is worth one thousand words

The following paper describes the findings from Nickelodeon UK's photo research, a project designed to elicit information for television creatives who rely on rich data on kids lives for inspiration and to keep them in touch with kids. The findings...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Shari Donnenfeld, Andy Goodhand

Company: Viacom International Media Networks

October 22, 1997

Desperately seeking 'cool'

In adult social groups, there are few trend-setters and many followers. In some situations, it is essential to isolate the trend-setters' opinions and attitudes in order to predict the trends and behaviours of the masses. The trend-setters phenomenon...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: Marianne de Souza

Company: MSM

October 22, 1997

Global advertising for children's products. Are you joking?

The paper describes the work that has been carried out with 7 year old children in Brazil, France, and Armenia. It was shown that the educational program has an influence on the responses that children give when their advertising memorization is...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: Eliane Karsaklian

October 22, 1997

Qualitative research to enhance brand loyalty for children

The paper describes how research may be used to assist program developers in transferring brand appeal and loyalty from established brands to new brands, while avoiding the potential pitfalls of weakening existing brand equity or associating a new...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Authors: Michael Cohen, Stacey Matthias

October 22, 1997

Kidscope

Kidscope provides a rapid response to the need for knowledge and understanding of children and their behaviour. The project monitors trends and looks at the ways these changes will alter the lives of kids now and in the future. In addition the study...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: Karen Fraser

October 22, 1997

New findings on purchasing power and purchase decisions

This paper demonstrates, in the first section, that the importance of children as purchasers in their own right is rather limited in spite of their significant potential purchasing power, and that is limited to a few product fields. The second...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market

Author: Bernd Villwock

October 22, 1997