| The BRANDchild Survey Research |
Objective: What we wanted to do was talk to the kids likely to represent the future global consumer population. Those that the marketing world would consider desirable targets for new products and services, the ones that are likely to have the ability to buy those products and services now, or in the future.
Representation: We chose seven countries representing a cross-section of economies, as well as Western and non-Western cultures. We limited our research to urban kids because we believe that over the next 25 years, significant population growth will take place in urban areas.
Sample: We spoke to nearly 2000 9 - 14 year olds, split equally male and female and younger (9 - 11) and older (12 - 14). All lived in urban areas, and all had a socio-economic status that meant they were likely to live in a home with a TV, might have the opportunity to be online, and might come into contact with more upscale brands. All interviews were conducted face-to-face so that comparison across countries would be unaffected by methodology even though we accepted this would further lessen the representation within a particular country.
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