Kids & Youth Research 2019 showcases some truly original approaches to uncovering hard to reach insights into youth culture.

Unpick why Fortnite is a runaway success, uncover how teens interact with online music and its creators and evaluate how the entertainment industry can better meet the needs of young people. Explore how big issues around health, wellbeing, deprivation and online safety are being navigated by young people and hear how they can be better supported by their families, public services and brands.

Discover how to:

  • Successfully infiltrate a teen's world to understand the entertainment and leisure needs of young audiences
  • Develop immersive research techniques to maximise the impact of insight with stakeholders
  • Harness new technology to reach previously unreachable insights
  • Deliver total insight by combining multiple data sources
  • Break down barriers to researching emotive and sensitive topics

Don’t miss our incredible line up. Enjoy key contributions from:

Warner Bros. Television, The Walt Disney Company, BBC, Sky, Ofcom, Beano Studios, Interactive Software Federation of Europe, PRS for Music, O2, Britvit, MyBnk, Orbit

Venue

Radisson Blu Edwardian
9-13 Bloomsbury Street,London,WC1B 3QD

No Biography Available

09.00  Registration & coffee


09.30  Opening comments from the chair



Nicki Karet, Managing Director, Sherbert


----UNDERSTANDING YOUTH CULTURE----

09.40  KEYNOTE: Meeting the entertainment needs of Gen Z

In Warner Bros.’ recent study of 2 - 21 year olds in the US, the media giant extends its understanding of how the entertainment industry can better meet the needs of young people and examines the impact the political changes in the US are having on how young people think, feel and behave. Join Warner Bros to hear how its large scale study challenges the rhetoric that is often written about Gen Z in headlines.

Emma Worrollo, Managing Director, The Pineapple Lounge

Alexia Raven, Vice President, Media Research & Insights, Warner Bros. Television

 

10.10  The future of gaming for children

With over 125 million players, Fortnite is the perfect example of a new generation of cross media content able to engage with young audiences. In this session Ipsos and the Interactive Software Federation of Europe (ISFE) will share findings from their multi-disciplinary research which reveals the key reasons behind the game’s success. Examine how Fortnite is changing the overall gaming market

Stephen Johnson, Associate Director, Ipsos

Simon Little, Managing Director, ISFE



10.35  The soundtrack to life: the role of social media and music for Gen Z

The way young people access and listen to music is changing, along with the way they interact with the creators and curators of music. Join the Dots digitally connected with Gen Z music lovers using online diaries and video smartphone calls to take a behind the scenes look at their lives on and offline. Hear fresh approaches to how best to reach out to this hard to reach audience and gain new insights into the world of dark social and the framework of influence in Gen Z’s online music world.

Sarah De Caux, Head of Spirit, Join the Dots

Stephanie Tilley, Customer & Insight Manager, PRS for Music

 

11.00  Morning refreshments



11.20  PANEL: Building a 360 view of kids media consumption

Media brands are competing in a more complex world with competitors spanning TV, apps and online. New media measurement techniques are essential for delivering a complete view of media consumption and for assessing brands’ performance against all media competitors vying for children’s attention. Hear the BBC, Sky and Ofcom share their latest research on kids media habits.

Hannah Whyte Smith, Director, Ipsos
Sarah Burkett, Head of Children's and Learning, BBC
Sadie Buckingham, Associate Director, Giraffe Insights
Stephen Murfet, Head of Insight – Sky media team, Sky
Ruby Wootton, Associate Director, Revealing Reality
Jessica Rees, Senior Market Research Manager, Ofcom



12.05  Supercharging an iconic kids brand with data and insight

From an iconic British comic to the fastest growing digital destination for kids. Beano Studios is now a creative studio with multiple platforms driven by a programme of integrated insights. Hear how Beano Studios benefits from delivering continuous, deep and of-the-moment insights from its audience.

Helenor Gilmour–Head of Insight, Beano Studios



----MAXIMISING RESEARCH IMPACT----


12.30  Changing the conversation on children’s safety online

Hear fascinating results from two recent insight projects into young people and their families’ perception of online risk and knowledge of privacy controls.  This session will focus on novel techniques used within each project to uncover hard to reach insights and maximise impact of research.

Kerry Flintoft, Brand & Marcomms Research Manager - Data, Insight & Analytics, O2

Dr Barbie Clarke, Managing Director, Family Kids & Youth 

 

13.10 Lunch


14.10 Immersive Insight: stepping inside the mind of a child: two case studies
Welcome to the Museum of Childhood

In August 2018 Fruit Shoot opened the doors for three days to its Museum of Childhood, an interactive and immersive insight experience set in 2118 and bringing to life what it was like to be a child in the year 2018. This session will discuss how best to make insights live in the minds of all stakeholders and become part of institutional wisdom.They didn’t just deliver a presentation, they built a den and made them climb into it.

Maurice Wheeler, Chief Strategy Officer, Kids Industries

Ash Tailor, Global Category Director, Britvic

Delivering truly immersive insight

Putting consumers at the heart of decision making is a principle that many companies have but making this a reality is a challenge that insight teams face on a daily basis.

To address this challenge The Walt Disney Company EMEA research team have used thousands of data points to build The Audience Explorer – a TWDC agnostic understanding of consumers.
But how do you get a team of 2000 to understand what it feels like to be a seven year old? Or a teenager? Or a parent?
You give them a sight, a sound, a sensation to experience and remember; to take back to the day job and foster the very best strategic decision making with audiences at the heart and soul.
They didn’t just deliver a presentation, they built a den and made them climb into it.

Gemma Mitchell, Managing Director, The Mix

Rachel Westwood, Senior Research Manager, The Walt Disney Company


14.50 Money matters: teaching financial literacy

MyBnk, a youth financial education charity wanted to demonstrate the effectiveness of its school money twist programme in improving the financial literacy, skills and habits of 7-11 year olds. Hear how MyBnk’s mixed methods research programme and presentation of findings has fuelled a call for change in the primary school national curriculum.

Dr. Kath Edgar, Senior Researcher, Substance

Steve Korris, Quality & Training Director, MyBnk

15.15 Afternoon refreshments


15.35 PANEL: Using tech to reach the unreachable

Getting inside the minds of gen Z can be a tough challenge. But now, technology advancements are transforming our approach to research and delivering incredible new insights. Drawing on outcomes from recent projects, panellists will discuss the extent response quality, respondent honesty, and return on investment is being improved by mobile, tech based ethnographic, gamification, automation and AI and how new methods should sit alongside traditional approaches.

Nick Richardson, CEO, The Insights People
Erica Kurowski, Senior Director, Onepulse
Catherine Crump, CEO, Decidedly
Iva Kralj-Taylor, Senior Research Manager, The Walt Disney Company
Debjyoti Sen Sharma, Director, Kantar

 

----REVEALING & TACKLING SOCIAL ISSUES----

16.05 Researching with hard to reach families

Focusing on two recent research projects from the BBC and Orbit housing association, this session will examine effective approaches to engaging and researching children and families from lower social economic groups, areas of higher deprivation and BAME backgrounds, providing guidance on how to research sensitive subjects.

Karen Chaudhari, Director, Platypus
Joanne Cliff, Managing Director, Platypus
Christoph Sinn, External Affairs Manager – Marketing & Communications, Orbit
Magda Bober, Audience Research Manager, BBC



16.35 Closing remarks from the Chair



16:45 End of Conference

 


Additional Information

Get the latest MRS news

Our newsletters cover the latest MRS events, policy updates and research news.