Child Research Services
Child Research Services, a pioneer in children’s consumer research, was founded more than 40 years ago. Since that time, we have surveyed thousands of children, teens and parents with methodologies that range from foundational research such as attitude and usage studies, early-stage concept and message testing, communications research (television, print, high-impact digital) and product testing, as well as in-market assessment with Brand health and advertising tracking.
Our children’s approaches fit within the MSW Predictive Brand Growth Framework. But designs are developed specifically for children and the range of cognitive abilities that this broad audience represents; they are not adult approaches in disguise.
MSW's Predictive Brand Growth Framework™
MSW's Predictive Brand Growth Framework™ is a process of connected, proven and sales-validated metrics and in-depth diagnostic measures that delivers a balanced approach to insights and aligns with each stage of your brand development cycle.
Designed to be used collectively at every stage of the process or independently at any step along the way.
Included are MSW's Patented, independently certified, sales validated measures of CCPreference™, CCPersuasion™ and Customer Acquisition Forecast™, it is the most accurate, proven and independently validated approach to identifying short-term sales and long-term equity for your brand.
Examples of Child Research capabilities within MSW Predictive Brand Growth Framework:
Foundation & Purpose
A&U Decoder - Provides a 360 Perspective from the Youth Market point of view. Designed to answer the 5Ws…
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Who is buying?
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What are they buying?
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Where are they buying?
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When are they buying?
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Why do they choose what they do?
Targeting & Positioning
Child And Parent Studies (CAPS)
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Used to guide product, media, and promotion decisions for established products.
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To evaluate the viability and shape the development of new product concepts.
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To determine the relative importance of the child and parent as target segments.
Screening & Development
KID*COM – A normatively based, comprehensive communications assessment system developed for children.
Developed to evaluate advertising from early-stage concept and message testing to fully finished executions of all touch points: TV, Digital, Print.
Modeling & Forecasting
MSW tools to determine optimum customer
acquisition, ad flighting, channel selection
and media allocation can be used with
Child Research Services techniques.
Inputs from CAPS are used to develop
optimal product lines through TURF analysis.
Tracking & Feedback
A suite of customizable tracking
capabilities which cover advertising
performance through brand equity
tracking. Developmental levels of children
are considered in the questionnaire design and
metrics. Consistent with our general approach
to tracking, we employ visual aids such as
photo brand lists, de-branded actual ad
content and visual scales.