Your company’s success requires a solid understanding of the needs, desires, attitudes, behaviors, and perceptions of kids and their parents. However, for most companies, conducting meaningful research with these niche audiences requires special expertise and is often difficult and expensive.

To help companies succeed, Hypothesis (recognized experts in youth research), together with Decision Analyst (a global leader in analytical research systems), have developed an innovative, cost-effective syndicated research solution—In The KidZone™—a comprehensive monitor of the attitudes and preferences of American kids.

How Does In The KidZone™ Work?

In The KidZone™ is a quarterly study providing easy, accurate, and rapid access to research data about the fast-paced, ever-changing kids’ market. In addition to standard reports, you can create customized crosstabs to answer specific questions about your industry or market with a few clicks of the mouse.

Sampling

Each quarter In The KidZone™ conducts a total of 1,300 nationally representative interviews among moms of children 0 to 5 years old, and directly among “bridge” kids (6 to 8 years old), “tweens” (9 to 12 years old), and “teens” (13 to 17 years old). Before interviewing children, parental permission is always sought to ensure all surveys are 100% COPPA (Children’s Online Privacy Protection Act) compliant.

Data Precision

All interviews are conducted online to ensure the highest possible data quality. Respondents can see the questions and the possible answers, and take as much time as needed to complete the questionnaire. There’s time for mother and child to confer when needed. Children and their parents are selected from Decision Analyst’s American Consumer Opinion® online panel, which has over 7 million members. This global panel is closely monitored and is rigorously managed to ensure data integrity and accuracy.

Kids’ Trends

Each quarter’s report focuses on one timely kids-related topic (e.g., what kids want, emerging technologies, who’s hot among celebrities, when brand is important, and so on). In addition to information collected for special reports, we continually track kids’ attitudes on brand awareness, purchase intentions, activities, fads, the state of our country, and much, much more.

What Do I Get?

In The KidZone™ includes a comprehensive set of deliverables you can’t get anywhere else:

• Quarterly Trend Report. Subscribers receive presentation-style graphs based on the survey’s quarterly topic, along with thoughtful analyses and business implications.
   
• Senior Analyst Consultation. Included with your subscription is access to Hypothesis’ and Decision Analyst’s senior analysts, recognized kids’ experts, to review the research findings and discuss the implications for your business.
   
• Electronic Crosstabulations. For each quarterly wave, subscribers receive a complete set of electronic crosstabulations with standard demographic banners for subgroup analysis.
   
• Online Reporting System. Subscriptions also include the use of Decision Analyst’s online reporting system. It allows you to create custom variables to run your own specialized crosstabulations.

Why Hypothesis and Decision Analyst?

Hypothesis and Decision Analyst have created a true partnership that utilizes the strength of each company to provide you with accurate information that will translate into decisions.

Hypothesis has extensive experience in child- and family-targeted research, with insightful analyses of the psychographic and sociocultural drivers of attitudes, behaviors, and beliefs.

Hypothesis has worked with leading entertainment, education, technology, toy, and packaged goods companies to help successfully develop and market products, programs, and services to children. This deep understanding of children means that Hypothesis is the “kid expert” in research.

Decision Analyst has been focused on analytical research and analytical systems for almost 30 years. The company was founded on the premise that analytical systems and analytical thinking are essential to making sound marketing decisions. Decision Analyst is a leader in advanced analytics and in related statistical software and systems.

Hypothesis (the kids’ experts) and Decision Analyst (the analytical experts) are working together to provide the best and most current information about children, tweens, and teens.

What Is My Investment?

Because In The KidZone™ is a shared-cost study, an annual subscription is surprisingly affordable. You’ll receive quarterly crosstabulations (one standard banner) plus a trend banner and special-topic analyses, presentation-style charts, senior analyst consultation time, a license to use the online reporting system, and two free questions in each of the semiannual In The KidZone™ Omnibus studies, all for less than the cost of one typical custom study.

Who do I contact for more information?

Contact us today to learn more about In The KidZone™ and how it can benefit your business.