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Research Day - Thursday, May 22, 2008

8:00 am - 3:00 pm Breakfast and Lunch Included Registration 7:45 am

8:00 Am - 3:00 Pm Research Day: Marketing To Moms, Dads And Grandparents

Attendees are asked to bring their favorite toy or item from when they were kids

How You Will Benefit:

• Attend 2 live focus groups of kids, moms, dads and grandparents
• Interact with focus group members and inquire about perceptions about your brand
• Network with your industry peers, who have a similar focus

PART 1

8:00 Examining The Changing Role Of Moms And A Look At Her Needs Pertaining To Her Child

The current environment of kid marketing has led many manufacturers and marketers to consider alternate strategies. Rather than take the heat for marketing to kids, many marketers have turned their focus toward moms. In this session we'll share some of our deep insights about what motivates mom when making a purchase decision and what are the needs she considers for herself and her child when making a choice?

8:45 Live Focus Group With Moms

This LIVE session with moms will allow you to gain first-hand insights into a variety of different product categories and topics. Bring your own specific category or product issues for us to explore further and leave with the answers you need to directly impact your business.

• Get a chance to hear from Moms in a LIVE FOCUS GROUP as we probe a variety of her needs for all aspects of her child's life:
• Goals and Aspirations
• Education
• Food and Health - how does mom approach the issue of healthy food? What does she consider healthy? How important is healthy food at different occasions throughout the day?
• Leisure Time - sports, music lessons, video games, vacations, clubs and organizations
• Electronics
• Apparel
• And More!

11:00 Debrief From The Mom Focus Group

Chris Moessner Vice President, Director, Research Insights Just Kid Inc.

Laurie Klein Vice President, Director, Business Development Just Kid Inc.

PART 2

12:30 Examining The Changing Role Of Dads And Grandpas

Dads and grandpas are so often overlooked by kid marketers, mainly because the focus is typically on the kid and his/her mother. Research shows that both girls and boys do look up to their dads for approval, inspiration and ideas.

1:00 Focus Group #2: Dads/Grandparents

• Segmenting the new generation of dads
• Segmenting the new generation of grandpas
• Developing customized branding strategies by identifying:
  • how dads themselves perceive their role in child raring
  • how they divvy up roles with moms
  • what kid brands they find attractive/inspirational for their kids
  • what marketing campaigns are memorable in connecting them with their kids (or their inner child)
  • how they perceive their child's influence on their family consumption
• Panelists will be asked to bring their kids' favorite item and describe it to the group

2:45 Debrief From The Dad And Grandpa's Focus Group

3:00 End Of Research Day

William G. Sandy
Executive Director
Fluent

• Register Now