Harris launches UK youth and kids practice

UK-- Harris Interactive has launched a specialist youth and kids research practice within its technology, media and telecoms (TMT) division in the UK.

Newly appointed senior consultant Stephen Mellor will head the practice after joining from Catalyst Marketing Consultants, where he specialised in insight and brand development for clients including Burger King, Coca-Cola and Footlocker.

Mellor told Research that missed business opportunities had played a big part in his appointment. “Harris was turning clients away, which was silly, and unfortunately we were losing briefs and losing projects because we didn't have anyone on board who knew their way around the kids and youth market,” he explained.

The new practice will target young people between the ages of seven and 25, which Mellor calls the “early adopters” of new technology and “heavy” new media consumers.

He said the firm had already struck deals with schools where children will take part in online brainstorming and polling activities.

The youth and kids practice will work exclusively within the TMT division for now, but Mellor said there was some scope to expand its work into other sectors in the future.

Jinty Weldon, TMT research group head, said: “The new practice is a great fit with our TMT research team and fulfils the evolving needs of our international clients. The existing Harris Interactive panel is also an excellent vehicle for researching youth and kids… and will be an important tool in the development of the practice.”

Author: James Verrinder