14. Have Profile on Twitter*
4% 9% 12% 15%
2009 2010 2011 2012
*among total kids/tween/teens
15. Describes My Favorite Brand
(% agree strongly/somewhat)
Has a Facebook Page I Like To Go To
16% 28% 35%
Tweets To Its Fans
14% 21% 24%
16. Importance of Favorite Brand
Being on a Social Network*
19% 21% 18%
31% 23% 29%
56% 53%
50%
Yes No I don't care
*among those with profiles on social networks
22. “I use an iPhone 4, an
iPad 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 to
don’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
23. Consider Develop youth
youth on frameworks
their own from the
terms ground up
1 2 3 4
Remember Keep things
that age complicated!
matters
24. CONTACT US:
Amy Henry
amyh@crresearch.com
312/828.9200
26. 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
27. 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
28. Topics
Over 300 questions related to our 12 key topics…
Activities Advertising Social Causes
A day in the life Favorite ads Cause awareness
Anatomy of their free time Ad awareness Altruistic actions
Afterschool activities Ad influence Pro-social promotions
Devices Information TV/Movies
Mobile News Favorites
Home 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 Fashion
Social networking behaviors Categories Influence
29. Subscription
Data in Portal Currents Status YearBook™ YourBeat
Sheets
6 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
30. Our Experts
Mary McIlrath, Paul Metz
Ph.D Senior Amy Henry
Senior Vice Vice President Vice President,
President, Youth Insights
Qualitative
Research
Mary McIlrath, Ph.D, Senior Vice President of Paul Metz, Senior Vice President, is a Amy Henry serves as chief author and strategist for
Qualitative 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 researcher
Mary has worked in children and At C+R, Paul has helped conceptualize and and strategist focused on helping organizations
family market research since 1995. Mary is a develop a suite of kids' research services develop products and properties that successfully meet
published 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, National
the self-regulatory arm of the Better Business sectors. Geographic Kids, Boy Scouts of America, and the Joan
Bureau that oversees advertising to children. Ganz Cooney Center. In addition, she has a long history
Mary 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 at
Before joining C+R, Mary worked for Disney, joining C+R Research, Paul worked at The The Geppetto Group, a Partner and head of the Kids
Fox Family and Warner Bros. She earned her Quaker Oats Company and M/A/R/C. Practice at Insight Research Group, and the head of
Ph.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 from
School of Communication at the University of Northwestern University and an MS in Amy received her BA from Dartmouth College and her
Houston. 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.
31. 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
32. 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
33. 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)
34. 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.)
35. Other Ways to Work With Us
Youth 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-person
Data 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 needed
Topic • 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 brand
Library • A customized version of one of our library presentations (e.g., Putting Play
Presentations in Place or 6 Untruths)
• Customization includes pulling data on specified demographics, updating
cases for your category, etc.
36. Selected YouthBeat® Presentations
Youth 101: A Foundation for • Developmental truths and cultural considerations
Exploration • Implications for connecting with youth and parents
Putting 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 advertising
5 Youth and Family Advertising Myths
to youth
Shopping Cart Wars: Understanding
the Way Moms and Youth Really Shop • Understanding how today’s moms really shop
Today
Parenting Today: How Today’s Moms • Parenting attitudes and beliefs
and Dads Navigate The Parenting
Landscape • Parents’ perspective on the youth consumer landscape
The 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