Which ONE factor is most important in making brands "cool" to kids?

Responses  Number of Responses  Percentage danger 5 3% discovery 27 18% familiarity 5 3% fun 45 30% humor 12 8% individuality 18 12% popularity 25 17% rebellion 4 3% other 9 6%  Total 150

other Verbatim Responses

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In general, which product or service category is most under-developed for kids?

Responses Number of Responses  Percentage automotive 30 20% cosmetics 3 2% financial services 69 46% health care 12 8% publishing 8 5% technology 6 4% travel servies 14 9% other 7 5%  Total 149

other Verbatim Responses

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Which type of information about kids is most difficult to obtain?

Responses Number of Responses   Percentage trends, fads, styles 18 12% the role of parental influence 20 13% insights into worries, concerns 37 25% which types of creative work best 34 23% what works best at retail 29 19% other 11 7% Total 149

other Verbatim Responses

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What are the most critical misunderstandings that marketers have when marketing to kids?

Verbatim Responses

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How can marketers best sustain brand allegiance as kids mature into adults?

Verbatim Responses

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Do you work at:

Responses Number of Responses  Percentage client 25 18% ad agency 32 22% promotion agency 21 15% direct agency 1 1% PR firm 10 7% consulting firm 12 8% marketing services company 19 13% media firm 10 7% retailer 1 1% other 13 8%  Total 144

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Number of years in marketing?

Responses Number of Responses  Percentage fewer than five 34 23% 5-10 52 35% 10-15 29 19% over 15 34 23%  Total 149