Programme 27 January 2010

Conference Chair: Barbie Clarke, Managing Director, Family Kids & Youth

Registration 8.30 - 9.00
Conference sessions 9.00 - 17.00

Networking lunch 12.50 - 14.00
Close of conference 17.00

09:10 KEYNOTE: Examining the moving trends in Web 2.0 for young children

• Generation XY Z: Does this exist anymore?
• The use of the internet vs traditional play: Finding the balance
• Examining opportunities for market research professionals
• Using this knowledge: Methodology
• Questions to the audience
  
  Marc Goodchild, Head of Children’s Interactive and On-demand, BBC Children’s

09.50 Social media monitoring: The rising influence of buzz and word of mouth

• What are kids saying online?
• Bringing the practice of social media monitoring to life
• What it is, how does it work and what it is designed to do?
• Using this social monitoring tool to understand what young people are talking about online in social media
• Sharing results of research
• Questions to the audience
  
  Stephen Mellor, Senior Consultant, Youth and Kids, Harris Interactive

10.20 Trends in online entertainment for kids

• Overview of youth media landscape (TV, cinema, radio, online)
• A look at media consumption across age groups from 3 to 14
• Special focus: Kids online media behaviour
• The use of virtual worlds, games, social networks, apps
• Online needs and motivations: What attracts kids and keeps them coming back?
• Audience segmentation: Profiling typologies of users
• Disney case study: Developing online products to satisfy kids’ varied entertainment needs
• Questions to the audience
  
  Peter Robinson, Head of Quantitative Research, Dubit
  Julie Adair, Director, Online Operations, Europe, Disney

11.15 FAMILY INFLUENCES: Who’s the Daddy? An exploration of British Dads and their role in the family

• How much involvement do Dads have in purchasing for their children?
• Are all fathers the same?What do fathers actually do in helping out with the children?
• How brands can capitalise on opportunities by targeting Dads and children
  
  Pete Maginn, Head of Child and Youth, Illuminas

11.45 The impact and future of licensed characters

• The growth of licensed characters as brands
• Characters and the licensed market today
• Media convergence and the creation of characters
• What is the future of character creation and how will this affect:
  o Children’s programming
  o Children as consumers
  o The licensing industry
  o Questions to the audience
  
  Carrick James, Managing Director, Carrick James Research
  Marie Laver, Insight and Strategy Manager, Children’s and Licensing, formerly of the BBC

12.20 Children and the credit crunch

• The credit crunch effect
• Impact on family life
• Credit crunch tactics
• Awareness and understanding
• Impact on behaviour and attitudes
• Implications for the future
  
  Joanne Cliff, Director, Platypus Research

14.00 Rights and wrongs of research with children: Today’s challenges

• Ethically, how old is a child anyway?
• The online ethical challenge: Who am I talking to?
• Getting parents involved. Pros and cons. on-line and off-line
• The fine line between market research and marketing.
• Balancing two children’s rights: participation and protection.
  
  Agnes Nairn, Marketing Professor, EM-Lyon Business School

14.30 PANEL DISCUSSION:

• The ethical issues in using children in market research in the online environment:
• The question of age and the independent safeguarding forum
• The legal issues and relevant EU and World Health Organisations initiatives
• The disparity in codes of conduct
• A UK view, a US view and a continental European view
  
  MODERATOR: Barbie Clarke, Managing Director, Family, Youth and Kids
  
  PANELLISTS:
  Agnes Nairn, Marketing Professor, EM-Lyon Business School
  Laura McClarty, Head of Research, Dubit
  John Mayes, Associate, K&L Gates
  Barry Ryan, Standards and Policy Manager, Market Research Society

15.20 Co-creation: The power of creativity with children in researching successful publishing formulas

• Case study: Demonstrating how qualitative research allowed children to feed into the creative development process and ultimately shape the outcome
• Showcasing the methodologies employed over a number of stages of research to engage children in the process
• How the Darkside series of books was then commissioned and its commercial and literary success based on a template designed by research
• The way in which research will be used increasingly in the artistic world, and the questions that surround how best to engage children in these processes
  
  Andrew Therkelsen, Director, Discovery Research
  Richard Maskell, Managing Director, Hothouse Fiction

15.55 Gaining great inspiration from great research

• Understanding how to create relevancy for children
• The brief for a great idea comes from great research
• Case study: Film industry
  
  Lucy Goodman, Director and Producer, Happyfilms

16.25 Closing keynote: Children around the world

• Describing audience diversity in geography, culture, economics and dialects
• Challenges in dealing with diversity: uniform language, representation and content
• Using research to understand audience preferences and needs
• Using the internet to reach out to the community: children, teachers and family

Wassime Achkar, Research and Audience Supervisor, Al Jazeera Children’s Channel