In addition to knowing what is happening in kids' lives, we delve in to and track the key trends as they emerge for parents, from the way they shop for everyday goods to sourcing gifts for a special occasion; their aspirations and attitudes towards how their kids live and learn; and their wants and needs across retail channels.
We have 2 Parent Reports:
SPOTLIGHT ON NEW PARENT SHOPPERS
WHAT DATA IS INCLUDED
THE GIFT REPORT - SEASONAL SHOPPING - for families with kids 3-10
- the triggers, barriers, influences and criteria for buying gifts in the winter gifting season
- the role of kids' wish lists, their components and why some requests are purchased and others not
- the importance of toys to children as a share of their wish list
- is their an online trade for "unwanted" gifts, or ones which are not suitable for the child
- changes in shopper behaviour and the influences driving those changes
- and which retailer activities, pricing strategies, promotions, are influencing shopper decisions along the path to purchase
- new parents often enter baby categories as complete novices but with emerging beliefs and criteria which are researched and need to be met but as characters play a major role for children 0-3
- we explore their triggers, barriers, influences and criteria, their process along the path to purchase from the unique standpoint of being category novices, without entrenched beliefs or experience to base purchase decisions on
- their attitudes towards nearly new (second hand) clothing, online retailers and the role of brands are constantly under review and evolving as experience, retail landscapes and customs evolve
WHO WE TRACK
- 1,000 interviews with young children 0-3, kids, tweens and teens aged 3 to 10, in 1 wave each year.
- Surveys are conducted in multiple countries worldwide, and data can be analysed by region or comparisons made country by country.