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| UNIQUE PHILOSOPHY BASED ON 25+YEARS EXPERIENCE |
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Kidspeak is a philosophy designed to produce the ideal interaction with children in a research environment. It is based on almost 30 year's experience of talking to children. Our research takes into account the age of the children and their differences in attention spans, time frames, the kinds of places they like to be, and what they need to feel comfortable and confident enough to express themselves freely. Today's children are increasingly aware and well informed, and have become decision-makers in their own right in contexts crammed with stimuli and offers.
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| MORE THAN A KIDS' EXPERT |
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We believe we need children's research experts to handle children's research. But in today's fast changing world where children are increasingly influencing not just the brands they buy or those that are bought for them, but the major brand decisions their parents make, just being a kids' expert is no longer enough. Marketing decision-makers need research insights developed across the age spectrum.
Because the journey to brand loyalty is a continuum from toddler to adult, we've made sure that all our kids' experts are experts across this continuum, and understand how all forms of communication work in today's increasingly multi-media environment.
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| QUALITATIVE AND QUANTITATIVE APPROACHES |
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Our Kidspeak offer reflects our portfolio of techniques and solutions for the adult world. However, the Qualitative and Quantitative approaches we use to gather the information which leads to our insights and marketing recommendations are tailored to the age and stage of development of those being interviewed.
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| THE KIDSMAP |
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At age 4, children are only capable of concrete thinking. But as they grow older, their thought patterns are more abstract. This happens in every country of the world, and influences what we ask and how we ask it.
Whether they're growing up in Poland, Portugal or the Philippines; China, Chile or the Czech Republic, kids the world over move from the protection of the nursery through the control of the playground, to the status of the streetcorner, and finally into the transgression of the underground. How we research children as they move through these phases and how you
market to them must take this into account.
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| GLOBAL EXPERIENCE |
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At Millward Brown we've got the experience to do this. To provide you with the actionable advice you need to market successfully to this important consumer group wherever you are in the world.
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| ETHICAL UNDERSTANDING |
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We take our responsibilities very seriously when it comes to interviewing children. As a company we abide by the ESOMAR Code of Conduct. At the heart of this Code is the fact that the welfare and safety of the children and young people we speak to is paramount.
We appreciate the importance of parenting in a commercial culture and encourage debate and discussion around this topic. Advertising is not going to stop; it's going to become more and more pervasive as new communication channels develop. We cannot make our children immune from commercialism. Even in Scandinavian countries, where there are strict rules over advertising to children, we see the same yearnings as in more commercial cultures.
We encourage parents to take positive action to ensure their children have a healthy understanding of money, spending, and the effect of commercialism on their quality of life, the environment and a just society.
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