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Marketing Research Articles Related to Research with Parents

Marketing Research Articles Related to Research with Parents

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12 strategies for keeping your Gen Z community engaged

Published
April 2014
Author
Jeanne Connon
Abstract
The CMO of FashionPlaytes on the right – and wrong – ways to approach, interact with and learn from the pre-Millennial generation.

Adding ‘prosumers’ to your groups can provide a creative boost

Published
May 2009
Author
Steve Richardson
Abstract
Under the right circumstances, including - rather than excluding - marketing professionals normally screened out of focus groups can lead to breakthroughs. Examples from British Airways and WD-40 are cited to illustrate how this approach has helped develop new products and services.

Back-to-school shopping down but not out

Published
August 2009
Author
Quirk's Staff

Back-to-school shopping sprees - on a budget

Published
August 2008
Author
Quirk's Staff

Dads are a rising consumer force ignored by most brands

Published
February 2013
Author
Jon McNeill
Abstract
No longer relegated to cars and electronics, a Yahoo! study shows that today’s dads are sharing the family CEO role with moms.

Families in no rush for back-to-school shopping

Published
July 2011
Author
Quirk's Staff

Family research: Keep on trying 'til you reach the highest (common) ground

Published
April 2012
Author
Janet Oak
Abstract
This article discusses the modern American family dynamic that elevates children's opinions, requiring researchers to rethink the established methodologies for evaluating family consumption and consider the family as a unit.

Food marketing to tweens and teens

Published
February 2005
Author
Ted Mininni
Abstract
Examines the effects that mothers and teens have on each other as buyers and consumers of products.

For Father's Day, most males opt out of man-to-man gifting

Published
May 2008
Author
Quirk's Staff

Guidelines for easing parental fears regarding online research

Published
February 2011
Author
Pam Goldfarb Liss
Abstract
When interviewing kids online, researchers can take the steps outlined here to reassure nervous parents that family privacy is being respected and that the online research process is safe.

In Case You Missed It... February 2013

Published
February 2013
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Chuck E. Cheese's new mascot; time-shifted TV viewing trends

In Case You Missed It... January 2013

Published
January 2013
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Eye tracking used for the impaired; a universal rating system for apps

Is the 'modern' family the model family for quality time?

Published
May 2011
Author
Quirk's Staff
Abstract
Respondents with children in the household who are not married but living with a partner report the highest number of hours spent with family each week (31.5 hours), according to data from Chicago research company Mintel.

Not always child's play - getting branded characters to perform

Published
May 2011
Author
Bryan Urbick
Abstract
Using animated licensed characters on packaging is one of the oldest tricks of the trade yet brands still struggle to make it work for them. The following article includes the five tiers of using branding characters to create the greatest positive impact.

Online in-depth proves its promise

Published
May 2005
Authors
Steve August and Kimberly Daniels August
Abstract
The authors profile an online project that used blogs and other text-based methods to conduct research with moms and dads. Among the goals of the Parenthood Project was to investigate how deeply engaged respondents would be in such an online environment and what level of emotion they would express.

Rethinking how we research and market to families with children

Published
February 2011
Author
Wynne Tyree
Abstract
Rather than focus solely on how a kid or a mom would respond to their product, marketers should consider the family unit as a whole and craft messages that communicate inclusiveness, variety, ease of use and value.

Teen poll shows mixture of optimism and pessimism

Published
January 1989
Author
Morris S. Whitcup Ph.D.
Abstract
Guideline Research Corp. recently conducted a study of 510 high school juniors and seniors across the United States for the American Home Economics Association. This article provides an overview of the study and its findings.

Toy retailers must strike a balance between parents on a mission and the 'nag factor'

Published
December 2010
Author
Quirk's Staff
Abstract
Research shows that toy buyers in 2010 are not to be trifled with, as the majority know what toy they are going to purchase and where - rarely leaving the store with a substitute. Impulse purchases driven by persistent children, however, still have a place.

Toys prove a sweet spot in a sour economy

Published
June 2008
Author
Quirk's Staff

Trade Talk: Changing diapers, thinking about ethnographic research

Published
October 2006
Author
Joseph Rydholm, Quirk's Editor
Abstract
As he struggles to use various baby-related products, a new father wishes his trials were being watched by a team of marketing ethnographers.