Children: Seen and heard - 27 Jan 2010

Wednesday 27 January 2010
15 Hatfields Conference and Events, London SE1 8DJ

The family is the centre of a child’s life and consumer decisions made within this group are more and more being led by the younger members. How can brands capitalise on these opportunities within the family group? This event went some way to answering the question with keynotes from Marc Goodchild (BBC Children’s) and Wassime Achkar (Al Jazeera Children’s Channel).

The conference was a showcase for cutting-edge case studies, insightful opinions and stimulating debate. Agnes Nairn (EM-Lyon Business School), Barry Ryan (MRS) and Laura McLarty (Dubit) fueled a lively debate on the pitfalls of the ethical issues in using children in market research in the online environment. Julie Adair (Disney EMEA) and Claudio Franco (Dubit) explored how Disney are developing online products to satisfy kids’ varied entertainment needs. Lucy Goodman (HappyFilms) delivered an energising presentation explaining how to make reading relevant to children through her production, Bookaboo.

Children and young people are consuming media at a tremendous rate and opportunities for social interaction online are becoming greater and greater. Researching this group needs to be better monitored and ethical issues addressed. How are children being utilised gainfully in market research? How is the use of virtual worlds and games changing the approach to researching youngsters? Join us next year to find out where this fast moving market is heading next.