OUR SOLUTIONS

Client context

The New Generation is the study of children that has been regularly conducted since 1999, 2 times a year (in spring and in autumn) for a large sample that significantly raises the reliability and stability of the data obtained.

Starting from 2012 the New Generation research represents all million+ cities of Russia

Methodology

Frequency: twice a year: spring (March- April) and autumn (September-October)

Geography: Million+ cities of Russia

Universe: 3.3 million children in million +cities

Sample: 2800 children aged 4-15, and 2800 moms in every wave

Data collection method: The questionnaire is given to the respondents for 3-4 days for self-filling.
Interview with children is conducted with parents presence.
There are 3 types of questionnaires:
- questionnaire for moms with children aged 4-6 (the question about favorite characters is answered by the child)
- questionnaire for moms with children aged 7-15
- questionnaire for children aged 7-15
Moms answer the questions about purchases, preferred brands and factors of children goods/ products selection.
Children answer the questions about favorite characters, idols/ icons/ role models, life style and media preferences.

Solutions

Information about children of 4-15 y.o.:

• Socio demographics of children and family (parents answer)
• Media preferences
• More than 90 psychographic statements
• Lifestyle, time budget, leisure
• Children goods consumption

The survey covers goods and products of children assortment:

• Confectionery
• Dairy products, ice- cream
• Soft drinks
• Snacks
• Mobile phones, computers, other digital
• Compact console
• Licensed products (with cartoon/movie characters)
• Toys
• Clothes
• Children cosmetic products
• Goods for education, stationary,
• Sports

 Download a detailed list of categories. 

Case studies