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Research papers

Marketing to young consumers segmentation + life style

The aim of the paper is to show the common points in the segmentation of young consumers (0-25 years old), who have different back grounds (family, school, consumption, media...). Some attitudes and behaviours between the youngers are influenced by...

Catalogue: New Monograph Series Vol.9: Researching Youth
Author: Joël-Yves le Bigot
August 1, 2000

Research papers

Strategic use of trends in the youth market

Several years ago, I delivered a paper to an ESOMAR Congress on the subject of trends in the youth market. In it, I made a number of observations and predictions concerning patterns of young people’s behaviour over the forthcoming decade.

Catalogue: New Monograph Series Vol.9: Researching Youth
Author: David Cox
August 1, 2000

Research papers

Brand preference in adolescence - Brand loyalty as adults?

Trying an outlook, this clearly indicates, that it is very much worthwhile to communicate with adolescents as well as with adults, because this is on every promising way to ensure a goods hare of the market for the future by investing in the future...

Catalogue: New Monograph Series Vol.9: Researching Youth
Authors: Astrid V. Middelmann-Motz, Brigitte Melzer-Lena
August 1, 2000

Research papers

European children talk about animated cartoons

The research described in this paper consisted of a qualitative survey conducted in four European countries (Italy, the United Kingdom, the Netherlands and France) in March 1997 on a total sample of 100 children aged 6 to 12years, all of whom watch...

Catalogue: New Monograph Series Vol.9: Researching Youth
Authors: Andrea Bielli, Licia Brembati, Daniela Piccone
August 1, 2000

Research papers

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...

Catalogue: New Monograph Series Vol.9: Researching Youth
Authors: Andy Goodhand, Shari Donnenfeld
August 1, 2000

Research papers

Leveraging the aptitude and ability of eight year-old adults

Little has been documented on how researchers plan to leverage market dynamics to facilitate future research success.

Catalogue: New Monograph Series Vol.9: Researching Youth
Authors: Michelle Kuhn, Wayne Eischen
August 1, 2000

Research papers

Designing questions for children

To put this paper into its correct context: ‘should we really be conducting quantitative research with children?’The answer is that for all practical purposes we cannot. We have to accept and recognise the limitations of the data we can...

Catalogue: New Monograph Series Vol.9: Researching Youth
Author: Paul A. Mayes
August 1, 2000

Research papers

Investigating teens

In this paper, we are going to present one of the methods that proved worthy of being made known to the research community so that it can be used more frequently and improved upon. We called it Photo-Show due to its structural nature

Catalogue: New Monograph Series Vol.9: Researching Youth
Author: Oriana Monarca White
August 1, 2000

Research papers

Peripheral communication

In 1996 to 1997, detailed interviews were conducted involving seven groups of highs school and university students, enabling identification of numerous common characteristics regarding the respondents’ interaction with people and goods. The most...

Catalogue: New Monograph Series Vol.9: Researching Youth
Authors: Miyuki Miyagi, Fumie Tanaka
August 1, 2000