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Conferences

Kids and Youth Research

Kids and Youth Research

In a nutshell

Date

This event has taken place.

Research Impact is the focus for this year’s Kids & Youth Research conference. How is kids and youth centred research being used to make young people’s lives better, drive behaviour change , deliver better services and develop winning propositions?

On our quest for the answers, we’ll be building our understanding of how young people make choices, hear what they want to do with their free-time and discover the best channels and methods of communication to use with them.

This year’s conference includes some inspiring examples of research looking at young people’s experience of education, media behaviour, financial attitudes, consumer preferences, self-identity, engagement with brands, behavioural change and experience of inclusivity.

Hear findings from new research carried out by the CBBC & cbeebies team, Sky Media, LINK, Centro, Department for Education, Ofcom, BBC Digital, The Radio One Academy and many more.

Don’t miss out on exploring:

  • Innovative research approaches that are maximising the impact of kids and youth research
  • On-line communities that are fun, social, engaging and effective
  • Deep dive qualitative techniques that reveal hidden gems of insight into the passion, desires and fears of the young

  • Longitudinal projects that are building our understanding of long term kids and youth trends and evolving behaviour and attitudes
  • Quantitative studies that are producing broad insight for informed decision making


CPD 6

Where is the event taking place?

Grange City Hotel

8-14 Cooper’s Row
London
EC3N 2BQ

With thanks to:

Survey sponsor

 

08.30 Morning registration & coffee

09.00 Opening comments from the Chair
Richard Ellwood, 
Head of Audience Strategy, The Walt Disney Company


9.10 BIGGEST CHALLENGES AND OPPORTUNITIES IN RESEARCH WITH KIDS AND YOUTH TODAY

What do you see as the biggest challenges / opportunities in research with Kids and Youth currently and what do you hope to get out of today?

Richard Ellwood, Head of Audience Strategy, The Walt Disney Company


09.40 HOW THE BBC RADIO 1 ACADEMY PUT GUIDING PRINCIPLES AT THE HEART OF ITS RESEARCH

The BBC Radio 1 Academy is all about providing inspiration, offering tips, and teaching the skills necessary to give students a kick-start to help shape their futures. Discovery took inspiration from these aims and recruited James, a student from the local college who was interested in research. James shadowed and contributed to an audience research project for the Academy whilst running his own research in parallel. The success story is that James has now gone on to secure a job in research. His role and learning from the project was instrumental in helping him achieve this.

This presentation will take a look at how the BBC, together with Discovery Research, took a layered approach to research and achieving impact.

Alan Hathaway, Managing Director, Discovery Research

Kate GoalenSenior Research Executive, BBC Children’s and Learning Audiences

James Davis, Trainee Researcher, Atticus Research

10.10 PANEL SESSION: THE WHO, WHAT, WHEN & HOW OF PRE-SCHOOL TO HIGH-SCHOOL MEDIA HABITS

Join our panel of experts as they take you on a whistle stop tour of tots to teens media behaviour.

  • Understanding drivers, motivations and consumer behaviour for pre-school audiences and their parents
  • Developing guidelines recommending the best way for brands to engage with pre-schoolers

Maxine Fox, Head of Insight, iGen Insight

Karen Pearce, Advertiser Partnership Controller, Sky Media

Stephen Murfet, Director of Insight & Research, Sky Media

  • Examining the different ways kids and teenagers (6-15) consume AV content
  • Analysing the continued importance of live TV and the role of short form and streamed and on-demand TV alongside this
  • Examining how children are using a plethora of screens in their homes

Emily Keaney, Senior Research Manager, Content Consumer and External Affairs, Ofcom

Frances Sheardown, Group Director, Kantar Media

  • Exploring whether today’s kids are ‘lazy browsers’ or highly adaptive to a changing media environment
  • Examining the BBCs pioneering technology to track and monitor media consumption and habits

Katie French, Head of Audiences – Children’s and Learning, CBBC & CBeebies

Q&A

11.10 Break

11.30 EXPLORING THE RELATIONSHIP BETWEEN SOCIAL MEDIA AND YOUNG PEOPLE’S PERSONAL IDENTITY

  • Quantitative and qualitative insights into social media behaviours and trends:
    • how do children use, think about and understand their media?
    • how has children’s use of social media changed over time?
    • what are children and young people using it for in the context of everyday life?
  • Exploring how social media feeds into the development of personal identity among children and teenagers and how this interacts with their 'offline self'

Jenny Holland, Associate Director, ESRO

Emily Keaney, Senior Research Manager, Content Consumer and External Affairs, Ofcom

12.00 MAKING EMOTIONAL CONNECTIONS WITH YOUNG AUDIENCES: WHAT MAKES KIDS LOVE OR LOATHE?

The lowdown on what content and brands children are engaging with online
How kids experience the digital world: engagement, connections, emotions
· Understanding what young people want from online brands they interact with
· What makes children so passionate about their preferences? Understanding the love or loathe mystery

James Davies, Managing Director, childwise

Cheryl Greyson, Lecturer in Marketing, Lord Ashcroft International Business School, Anglia Ruskin University


12.30 PANEL DISCUSSION: DEVELOPING & SELLING WINNING PROPOSITIONS TO THE KIDS & FAMILY MARKET

The do’s and don’ts of developing for kids

• what gives a product or brand the Xcitement factor for kids?

• Maximising your appeal to different groups of children

• Examining qualitative and quantitative techniques that yield the best insights into what kids like and why

Joanne Cliff, Managing Director, Platypus Research
Karen Chaudhari, Associate Director, Platypus Research

  • Stop, shop, drop: shifting shopping habits in the uk

Lou Ellerton, Head of Kids & Family, The Value Engineers

Phil Tysoe, Customer Insight & Analysis Controller, Argos

13.10 LUNCH

14.10 WHAT DOES CASH MEAN TO MILLENNIALS AND GEN Z?

  • How do Gen Z and Millennials view money, budgeting, and debt?
  • Uncovering financial attitudes, expectations and concerns
  • Examining young peoples’ top tips for managing their money
  • Reviewing the cash machine experience for young people based on research findings

Josephine Hansom, Research Director, YouthSight

Mary Buffee, Head of Consumer Affairs, LINK

14.40 DEMONSTRATRING HOW REWARD AND GAMIFICATION IN ONLINE RESEARCH COMMUNITIES DELIVERS RESULTS

Chatter Zone is an online community of parents, kids and teens (aged 7 – 16 years). The community currently has around 50 active families. It has been designed to ensure activities are fun & engaging for kids & teens (as well as their parents!), and in line with how they currently use other online resources and devices.

This presentation will look at which gamification and social media techniques work with this audience and how to generate some great results from kids that meet a range of different objectives including concept testing, promotions strategy, pack design testing and product and brand preferences.

Gill Redfern, Research Director, DJS Research


15.10 HOW CAN AN ENERGY COMPANY ENCOURAGE GIRLS TO GET MORE INVOLVED WITH STEM?

EDF Energy has a long-term commitment to inspire girls into Science, Technology, Engineering and Mathematics (STEM), and commissioned Sherbert in 2015 to help them understand teenage girls and launch their campaign, Pretty Curious. Sherbert travelled the country talking to girls 11 to 16 years old to find out all about their lives and interests both in and outside school and help EDF Energy to ‘shape’ the overall strategic approach of their campaign. Pretty Curious was launched on social media and PR in late September with a mini film still being shown in cinemas throughout the country since November last year.

Nicki Karet, Managing Director, Sherbert
Alex Kirycos, Research Analyst, EDF Energy


15.40 break


16.00 USING RESEARCH TO DRIVE INCLUSIVITY GOALS THROUGH BBC GAMING DEVELOPMENT

With around 1 in 20 children today is living with a registered disability the BBC embarked on a research programme to improve the accessibility of BBC games and educate the business on why this is so important. This presentation will:

  • Explore the different research approaches used to uncover accessibility needs with the audience
  • · Examinehow the research has helped put into place an improved process of dissemination BBC accessibility guidelines to CBBC and Cbeebies third party games creation agencies
  • · Outline the new testing stage that was introduced as a result of the research whereby inclusive games are pretested with children with accessibility needs

Rosie FitzGerald, HCI Research Specialist, BBC DIGITAL

16.30 UNDERSTANDING TEENAGER WELLBEING DURING THE JOURNEY TO ADULTHOOD

The DfEs second Longitudinal Study of Young People in England (LSYPE2) project is following young people from the age of 13/14 to 19/20 to gain a better understanding of the issues and challenges of young people as they transition into adulthood.

As the cohort of 13,000 teenagers enters year 10, this set of findings will explore how things have changed for them over the past year and aim to understand the key factors influencing the mental health and wellbeing of 14/15 year oldsboth within and out of the school context including risky behaviours such as smoking, drinking and drugs and experiences of bullying as well as looking at what differences can be observed for different demographics of young people.

Emily Bell, Senior Associate Director, TNS BMRB

Sarah Newton, Research Manager, TNS BMRB


17.00 DRIVING BEHAVIOUR CHANGE: IMPROVING STUDENTS’ ENGAGEMENT WITH SUSTAINABLE TRAVEL CAMPAIGNS
Centro, the integrated transport authority for the West Midlands, developed the ‘Future travel’ website aimed at promoting better understanding of sustainable travel amongst Key Stage 3 school children. Bright Blue Research was commissioned to evaluate the website’s effectiveness with a particular focus on how well engaged pupils and teachers were with the content and key messages.

This presentation will examine the novel approach used to gain feedback on Centro’s website effectiveness from users and the recommendations made as a result of the research.

Lorena Arrospide, Research Manager, Bright Blue Research

Rachel Cope, Director, Bright Blue Research

Lee Watson, Sustainable Travel Officer (Education & Community), Centro

17.30 End

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Please click on the photographs to view each speaker's biography.

Rates

Early Bird delegate fee until 5th Nov 2015

MRS Member £335 (£402 inc VAT)

Non-Member £395 (£474 inc VAT)

Please note: Early Bird fees must be paid in full by 05.11.2015


Delegate fee from 5th Nov 2015

MRS Member £435 (£522 inc VAT)

Non-Member £495 (£594 inc VAT)


Company Partner Discount rate - £300 (£360 inc VAT) or 1 Company Partner ticket


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CPD 6
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