NEWS26 February 2020

Beano Studios launches kids omnibus

News UK Youth

UK – Beano Studios, part of publishing company DC Thomson, has launched a kids and youth omnibus.


The service is delivered through the website, via a selection of games, quizzes and questions. 

It can return 1,000 responses completed by children aged between seven and 14, by gender, age and geography – UK or US.

Beano Studios has been experimenting with the tool for around a year, according to Helenor Gilmour, director of insights, Beano, speaking at the IIeX Europe conference. It has been tested with parents and children.

Clients can submit questions to be served to children using the site as part of quiz content such as ‘which Harry Potter house are you?’, and questions asked must align with the website’s editorial policies.

The service has been launched to survey children directly in the context of, which Gilmour called a “safe digital playground” in terms of privacy.

Gilmour said: “Often, we found that the quant surveys we ran ourselves or that were being run externally didn’t really reflect what we were hearing in the playground, particularly in the trends that were coming through.”

The new service adds to Beano Studios’ other insight services, which include a ‘Trendspotter’ panel of 40 children aged 7-16 and user experience, user interface and content testing.

Pete Maginn, director of insight, Beano Studios, added: “Our Beano Brain Omnibus is the latest addition to our insight services for brands and we are looking forward to showing how we can better understand kids and teens today. Our quick access to unfiltered and uninfluenced responses opens up a whole new resource for brands.”