When we talk about children’s market research, we must keep in mind that this is a very heterogeneous field in terms of age, preferences and needs. There are many factors to take into account when carrying out this type of research, and it is clear that, although they are not direct customers, children have a significant influence on their parents’ purchasing decisions. Knowing how best to target this audience can be key in many industries and should be treated with particular sensitivity. The main reason for this is the permeability of this type of target and the great impact that brands can have on them. 

In addition, their lack of experience compared to adults means that they have a lower contrast range and, consequently, their loyalty is conditioned by the changing stimuli they receive. Therefore, knowing how to target children implies knowing how to adapt to emerging fashions and needs efficiently. A market study is the best way to learn about this type of consumer.

Some sectors that focus their strategies on children’s market research

Among all the sectors that carry out market research with an emphasis on children’s research, the following stand out:

• Food. Beyond those products especially oriented towards this public, such as sweets, this niche is considerably broad. Any food is likely to attract the attention of children if it is presented in the right way, and this is something we can see from some fast-food companies, or even in everyday foods such as bread, pasta, or juices.
• Leisure and culture. Cultural centers and cinemas, among others, fall into this group. Bringing culture to young people is not always easy, so it is important to know the best way to arouse the consumer’s curiosity in this field.
• Toys and video games. It is clear that in this sector, children are primary target. This means that your main objective lies in satisfying a need and clearly understanding the trends of the moment. In addition, this is a sector that focuses its campaigns on very specific dates, since most parents buy toys only two or three times a year.
• Technology. From the point of view of consumption, there is a clear trend that is progressively advancing in favor of new technologies. The typical customer for this product is decreasing in age while development of this public is beginning younger and younger every year. 

These are just some examples of sectors that require children’s market research when creating their products and communication strategies. At Arpo, we understand the role that younger consumers play in new business opportunities, and to better understand their needs and consumption habits, we look for tools that provide us with effective information for each of the sectors with which we work. Do not hesitate to contact us for more information.