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Kids and Youth Research.
An MRS Intelligence Summit. 

Kids and Youth Research.
An MRS Intelligence Summit. 


This event has taken place.

Successful techniques for engaging respondents, supporting change and promoting commerce


The moment you believe that you have a handle on the kids and youth market is the moment that it’s already moved on. This lightning fast demographic group demands the most innovative and flexible approach to understanding and engagement.

Research and marketing solutions must be resourceful, canny and most of all ethical.

This is a conference that will offer research agencies and clients a road map to profitable and socially responsible conversation.

Click 'Programme' to view the agenda in full featuring:

  • The Walt Disney Company
  • Nickelodeon
  • Pepsico
  • Samaritans
  • Red Cross
  • Tablets For Schools
It’s a must-attend event for anyone who wants to keep apace with a market where relevance, sensitivity and creativity are all.

Understand technology trends - Walt Disney and others on how organisations can meaningfully connect with a fast-moving, mercurial and tech-savvy audience

Maximise brand -Nickelodeon on the true value of the heritage brand and its potential for reinvention

Promote welfare -Samaritans on how research has been a critical factor in the support of vulnerable teens

Spur social change -Young Advisors on how youth-led research is improving communities

Drive NPD -The challenges and tactics in using kids and youth to drive product innovation


Where is the event taking place?

Radisson Blu Edwardian

9-13 Bloomsbury Street

    With thanks to:


    08.30 Registration & coffee

    09.00 - 09.10 Opening comments from the Chair

    Nicki Karet, Managing Director, Sherbert Research

    09.10-10.10 PANEL: Technology & Family Dynamics In British Households

    • Tracking trends on how technology is used by children in the home

    • How and where are devices used by different family members? What is the impact of the 2nd screen on family relationships and dynamics?

    • Gaining insight into kids online behaviour

    • Evaluating how much parents really know about their kids online behaviour. Is there a disconnect between parental concern and risk?


    Greg Childs, Director, Children’s Media Foundation


    Alison Preston, Head of Media Literacy Research Content, Consumer and External Affairs, Ofcom

    Dr Barbie Clarke, Managing Director, Family, Kids & Youth

    Richard Ellwood, Research Director, The Walt Disney Company

    10.10-10.40 PANEL: Establishing Best Practice Guidelines For Freemium Apps

    • Feedback from the OFT investigation into whether freemium apps are pressuring or encouraging children to pay for additional content

    • Examining insights from parents and young people

    • Suggesting new approaches for the free-to-play market:

    • payment transparency strategies

    • establishing children categories

    • Implications of proposed best practice guidelines for app developers and child focused online gaming companies


    Dr Barbie Clarke, Managing Director, Family, Kids & Youth


    Marc Goodchild, Managing Director, Children’s Media Foundation 

    Marie Southgate, Team Leader, Projects and Markets - Goods and Consumer Group, Office of Fair Trading

    Dr Lynn Whittaker, Centre for Cultural Policy Research, University of Glasgow

    10.40-11.10 Morning refreshments

    11.10-11.50 PANEL: Identifying New Opportunities For Classic Children’s Heritage Brands

    • What games, toys and characters are making a comeback?

    • Assessing the challenges of connecting with a new audience and reconnecting with their parents

    • Identifying multi-channel opportunities to extend the appeal and scope of heritage brands

    • Evaluating merchandise potential for classic children’s brands


    Lou Ellerton, Senior Consultant, The Value Engineers


    Pete Robinson, Head of Research, Dubit

    John Conlon, VP Director of Research, Nickelodeon UK

    Laura Bijelic, Random House Publishers

    11.50-12.20 "Get Close To Youth”- How Be Viacom is connecting with Millennials

    In the summer of 2013, InSites Consulting set up a 3 weeks consumer consulting board connecting Be Viacom’s staff with 140 Millennials in 10 different European countries to understand their lives and apply what’s important to Gen Y to the core brand values of their channels while defining entrance points to their advertisers and clients. This presentation explores the 5 key domains of Millennials (young adults) lives and what advertisers can learn from that.

    Joeri Van den Bergh, author of How Cool brands Stay Hot & Gen Y Expert

    Maarten Lagae, senior research manager InSites Consulting

    12.20-13.20 Lunch


    Stream A: Generation Z: birth to teenage

    Chaired by Maddalena Piras, Head of Audiences, Children's and Learning, BBC

    Stream B Generation Y: Teenage to young adult

    Chaired by: Joeri Van den Bergh & Maarten Lagae , InSites consulting

    STREAM A 13.20-13.50 Getting to know Generation Z

    Ipsos MORI and the BBC have been working together for over a year to understand more about kids aged 0-12, what they are doing in their lives, what TV programmes they are watching and enjoying, what devices they are using, brands they are interacting with and more. With weekly surveys and a fun, interactive website, lots has been learnt about kids from as young as 0-3s right up to the more tech savvy 9-12s.

    Sara Rice, Associate Director, Ipsos MediaCT

    Maddalena Piras, Head of Audiences, Children's and Learning, BBC 

    STREAM B 13.20 – 13.50 Think Big And Connect To The Max: How Pepsico (Re)Connected The Ruffles Brand With Generation Y

    PepsiCo wanted to (re)connect the Ruffles brand with Turkish youngsters. For six weeks a market research online community (MROC) was the central hub in which a dialogue took place between Gen Y, the Ruffles brand team and the advertising agency. In three sequential stages PepsiCo moved from generating insights over developing new product concepts to pre-testing activation platforms and campaigns. In order to connect all stakeholders with the target group, multiple touch points were created with the consumer world and the research results included a consumer news website, live chat sessions with members, creative brainstorm sessions and offline ‘consumer safari’s’ in Istanbul. This presentation gives insights into the power of triangulation in qual research and creating impact with research.

    Joeri Van den Bergh, Co founder & Managing Partner InSites consulting

    STREAM A 13.50-14.20 How Tablets Are Improving Learning Across Britain’s Schools

    • Assessing the long term impact of tablets on teaching and learning

    • What new pedagogies for tablet learning are developing?

    • Examining how tablets improve learning for specific cohorts of children

    • Uncovering the key issues for schools leaders in integrating tablets into learning

    • How are tablets being used? Examining key content and apps

    Lucy Gradillas, Project Director, Tablets For Schools (a CSR initiative led by Carphone Warehouse, Dixons, Google and others)

    STREAM B 13.50 – 14.20 Samaritans Case Study: Supporting Vulnerable Teenagers

    Each year in the UK there are approximately 200 suicides in the 10-19 year age group. Step by Step, a service from Samaritans main aims are to:

    • Reach out to high risk people and communities to reduce the risk of further suicide

    • Support a school community to prepare for, respond to and recover from a completed or attempted suicide

    • Provide information and support to help the school community come to terms with what has happened and prevent stigma and isolation in the school community

    Samaritans and Sherbert Research worked together on an evaluation project to determine how effective their support was in helping schools, students and the local community

    Nicki Karet, Managing Director, Sherbert

    Mike Tunstall, Lead Postvention Advisor, Samaritans

    STREAM A 14.20-14.50 Staying Relevant In A Digital World: How Print Media Is Rising To New Challenges

    • Exploring the challenges traditional print media faces in engaging and capturing a loyal following

    • Rising to and meeting new expectations of young readers

    • Understanding what strategies and concepts to extrapolate from the online world to engage the youth audience

    Adam Woodgate, Research Manager, Dubit

    STREAM B 14.20 – 14.50 Using YouTube To Stir Teenagers’ Social Conscience

    • Examining the scope and measuring the impact of the Red Cross’ recent youtube campaign

    • Analysing You Tube usage and attitudes among teenagers

    • How does the youtube campaign and viewing experience differ from what TV can offer?

    Paul Donnelly, Campaign Manager, Red Cross

    Siobhan Smith, Market Research Manager, Red Cross

    Jo Cliff, Managing Director, Platypus Research

    14.50 Afternoon refreshments

    15.20-15.50 How Well Do Parents Know Their Kids?

    • Examining the challenges and opportunities of researching with parents as gatekeepers

    • Feedback from The Value Engineers’ ‘Mr & Mrs’ style research to explore how well parents know their kids

    Lou Ellerton, Senior Consultant, The Value Engineers 

    15.50-16.40 Kids Panel : Listen Up! What You Really Should Be Asking Us.

    This session has been curated collaboratively between The Pineapple Lounge and 6 'miniMDs' from their qualitative panel. Following a co-creation technique, the young panellists will help present to the audience exactly what they really need to need to know about engaging them in brand activity and market research techniques

    • A live example of why co-creation really works with young respondents

    • Top need to know tips on engaging generation digital

    • Ask the questions you should be asking not what you think you need to know

    • Hear direct what young people think we need to know as researcher and marketeers


    Emma Worrollo, Managing Director, The Pineapple Lounge

    16.40-17.10 Peer To Peer Research & Youth Led Social Change

    • Generating youth insight from youth led research in private and public sector projects

    • How are youth advisors working with community services, decision makers and the private sector to make improvements in their neighbourhoods?

    • Using peer to peer research to reach the "harder to reach" and the youthful, innovative and divergent thinkers

    Gary Buxton, Young Advisors & Youth researcher

    Sean O'Halloran, Young Advisors

    17.30 End of Conference

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    MRS Member £445 + VAT (£534)
    MRS Company Partner* £300 + VAT (£360)
    No membership £565 (£678)

    Our team will return to you within 24 hours of receipt of your booking Mon-Fri.

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