“I use an iPhone 4, aniPad and a computer (laptop)…We don’t “If I want a device, I have have video game to pay for it, and to be systems because we honest, I don’t want todon’t have time to use pay for something that them.” insignificant.” –7-year-old boy –16-year-old girl “I have a phone “I love my iPhone, that I got from my but my PS3 is my brother and that’s favorite device.” fine with me.” –17-year-old boy –10-year-old girl
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An Introduction® YouthBeat : for Kellogg An Introduction
C+R’s Youth and Family Research Services I. Complete suite of youth appropriate Qualitative and Quantitative methods II. Proprietary panels/communities:III. and subscription services
Methodology• An online survey among 6-18 year olds (1st–12th graders) and parents – Over 80,000 interviews annually – Fielded 12 months of the year (each module fielded every month of the year) – Distributed evenly by age/grade and gender – Data weighted to mirror U.S. Census “Kids” = “Tweens” = “Teens” = Moms and Dads 1st - 4th gr. 5th - 8th gr. 9th - 12th gr. of kids through teens• Supplemented by qualitative research with a virtual panel of kids, tweens and teens – Clients have access to footage for internal use – Insights are delivered in a variety of formats and can be included in annual presentations
Topics Over 300 questions related to our 12 key topics… Activities Advertising Social Causes A day in the life Favorite ads Cause awarenessAnatomy of their free time Ad awareness Altruistic actions Afterschool activities Ad influence Pro-social promotions Devices Information TV/Movies Mobile News FavoritesHome and personal ownership Magazines Most watched/seen Features Reading Viewing habits Gaming Eating & Dining Out Music Game playing habits Food and drink favorites Musicians they love Genres and titles Health and nutrition Listening habits Gaming Devices Eating out habits What they play/sing Internet Money Shopping Favorites Spending Retail preferences Recently visited Allowance/working FashionSocial networking behaviors Categories Influence
SubscriptionData in Portal Currents Status YearBook™ YourBeat Sheets6 month increments Q3 Q1 Q1 Annual/Ongoing•Independent •Deep dives into •Year-end •Youth 101 •One in-person access to all each module updates for presentation •Highlights from data, fresh based on data each Current customized all topics from the field, from the first 6 that shows for your via our data months of the what has •Key organization portal year changed psychographics •Ongoing between the•Ability to filter •Key charts •5 vibes to follow access to our first and data by your shown by kids, YouthBeat™ second half choice of tweens, teens, consultants of the year demographics boys, girls and and time- parents •Specific focus frames on summer
Our Experts Mary McIlrath, Paul Metz Ph.D Senior Amy Henry Senior Vice Vice President Vice President, President, Youth Insights Qualitative ResearchMary McIlrath, Ph.D, Senior Vice President of Paul Metz, Senior Vice President, is a Amy Henry serves as chief author and strategist forQualitative Research, heads up our youth quantitative expert with a focus on youth YouthBeat®.and family qualitative practice. and family work. Amy has worked for nearly 14 years as a researcherMary has worked in children and At C+R, Paul has helped conceptualize and and strategist focused on helping organizationsfamily market research since 1995. Mary is a develop a suite of kids research services develop products and properties that successfully meetpublished author and sought-after speaker on that leverage our proprietary youth panels the needs of kids, tweens and teens, and their parents.a variety of topics surrounding children. She and has consulted with a wide variety of Amy has worked with a variety of kid- and youth-serves on the Board of Academic Advisors for nationally recognized clients in the focused organizations including Nickelodeon, Disney,the Children’s Advertising Review Unit (CARU), entertainment, packaged-goods and retail MTV, Scholastic, Crayola, PBS Kids Sprout, Nationalthe self-regulatory arm of the Better Business sectors. Geographic Kids, Boy Scouts of America, and the JoanBureau that oversees advertising to children. Ganz Cooney Center. In addition, she has a long historyMary was awarded the Broadcast Education Paul brings a wealth of knowledge about in the CPG space, with experience working with P&G,Association’s award for the best dissertation in research design and quantitative analysis, Frito Lay, Coca-Cola, Kellogg, General Mills, Kraft,her field in 2006, titled “Children’s Cognitive and has extensive experience in the areas Quaker, and others.Processing of Internet Advertising.” of brand strategy, advertising assessment and new product development. Prior to Before joining C+R, Amy was an Account Supervisor atBefore joining C+R, Mary worked for Disney, joining C+R Research, Paul worked at The The Geppetto Group, a Partner and head of the KidsFox Family and Warner Bros. She earned her Quaker Oats Company and M/A/R/C. Practice at Insight Research Group, and the head ofPh.D. at the University of California-Santa research at Just Kid Inc.Barbara, and holds an MA and a BA from the Paul holds a BA in Psychology fromSchool of Communication at the University of Northwestern University and an MS in Amy received her BA from Dartmouth College and herHouston. Marketing from the A.C. Nielsen Center for Ed.M. in Human Development and Psychology from Marketing Research at the University of Harvard’s Graduate School of Education. She is Wisconsin-Madison. currently pursuing her Ph.D. in Childhood Studies at Rutgers University.
YouthBeat Resource Deck ® • Visually attractive slides with charts and graphs of almost every question included in our survey •Based on data from first six months of the year, and updated on an annual basis
Methodology• A 25-minute, online survey among parents of 2- to 5-year-olds – First-time and veteran parents – Data weighted to mirror U.S. Census 2s 3s 4s 5s TOTAL Boys n=300 n=300 n=300 n=300 N=1200 Girls n=300 n=300 n=300 n=300 N=1200 TOTAL: N=600 N=600 N=600 N=600 N=2400• Fielded 2 times per year (February and July) – N=1,200 respondents per wave
Subscription Annual Resource Report & Ongoing Banners Deck Presentation Consulting •All (weighted) •Every question •Preschooler 101 •Ongoing data cross- charted by child access to tabbed by age •The “story” of YouthBeat® child age, preschoolers for that consultants parent age, •Visually appealing year, including what’s parent gender, to use in your own trending and what’s a child ethnicity PowerPoint timeless truth that still and HH income presentations holds• Published two •Published two times per year times per year in (2 months rolling format post-field)
Topics Parenting Styles, Education Food and Attitudes & Choices Beverages• Parenting philosophy/values • Attitudes, preferences and behaviors • Attitudes towards nutrition• Relationship to parenting experts • Priorities and needs; unmet needs • Foods and beverages consumed• Sources of information • Attitudes towards role of educational • Out of home (school, picnic packing,• Caregiving situation: ideals and realities media and toys etc.)• Parenting philosophy/values • Ideal and reals • Unmet needs Information Technology Toys and Play Sources and Devices • Ownership and usage by/for• Drivers of appeal • Online preschoolers• Shopping /gifting behaviors • Magazines • Attitudes towards technology/devices• Information sources • TV • Features/features desired• Attitudes towards licensing • Personal networks • Everything apps and tablets Media/ Personal Care Shopping Entertainment and Health and Spending• Criteria for media they promote, prohibit and allow • Needs• Viewing and using behaviors • Online and offline • Product attributes and benefits valued• Relationship to properties/characters • Brands most• Relationship to music • Influencers • Purchasing behavior• Offline entertainment experiences (shows, concerts, etc.)
Other Ways to Work With UsYouth 101+ • A foundational presentation on youth development and culture • Data on the topics most relevant to you…We could emphasize technology and media, but also include statistics on a variety of topics, ranging from after-school activities to social cause awareness/interest • Customized implications • 2 hours, via phone or in-personData Dig • A dip into our comprehensive data set, with up to 20 charts in PowerPoint on a topic of your choice • A phone presentation to clarify any charts as neededTopic • A thoughtful investigation of a topic that interests your team…Presentations • We’ll pull from relevant quantitative data, qualitative findings and academic research/case studies from the field to answer your key questions about youth and family topics (It’s like getting a custom report based on existing data)Data Days • Grounded in a Topic Presentation, this would also include an in-person workshop with breakout sessions to help us put insight into action for your project or brandLibrary • A customized version of one of our library presentations (e.g., Putting PlayPresentations in Place or 6 Untruths) • Customization includes pulling data on specified demographics, updating cases for your category, etc.
Selected YouthBeat® Presentations Youth 101: A Foundation for • Developmental truths and cultural considerations Exploration • Implications for connecting with youth and parentsPutting Play in Place: 5 Approaches to • The most important ways to inspire play Inspiring Play in Your Business • Brands that showcase play today IM is So Over: Understanding the Authentic Social Lives of Today’s • The tech lives of youth revealed Youth 6 Youth Untruths: Uncovering the Insights that Matter for Your Youth • Busting the most prominent myths in youth marketing Business • Turning the tables on the conventional wisdom related to advertising5 Youth and Family Advertising Myths to youth Shopping Cart Wars: Understandingthe Way Moms and Youth Really Shop • Understanding how today’s moms really shop TodayParenting Today: How Today’s Moms • Parenting attitudes and beliefs and Dads Navigate The Parenting Landscape • Parents’ perspective on the youth consumer landscapeThe New Deal on Dads: Navigating the • Understanding this overlooked group of influencers on youth’s lives Now and Planning for the Future • Do’s and don’ts for connecting with them effectively