UNDERSTANDING CHILDREN'S LIVES

We have a regular programme of published research, designed to meet clients' needs for deeper understanding of children's lives.

The CHILDWISE Monitor is a comprehensive annual report focused on children's and teenagers' media consumption, brand attitudes and key behaviour. This year, more than 2000 children aged 5-16 were interviewed in depth on a range of topics.

Monitor Data from 1994 is summarised in an annual Trends report. As part of our CHILDWISE Monitor programme, each year we publish a Special Report on a topic of current interest. Data is used to intensify our company learning, enhance and feed in to the main Monitor Survey, and to aid in interpretation of statistical results.

Research

CHILDWISE Monitor Report 2009/2010

The CHILDWISE Monitor is a comprehensive annual report focused on children's and teenagers' media consumption, brand attitudes and key behaviour, now in its sixteenth year. This year, more than 2000 children aged 5-16 were interviewed in depth on a range of topics.

Pre-School Children 2009

Find out more about how the youngest children behave, what they are into and how their skills develop.  By the time that children reach the age of 5, many attitudes and behaviour patterns are already established.  This report looks at media use and wider experience among pre-school children, as told to us by their parents.

CHILDWISE Trends Report 2009

The CHILDWISE Trends Report gives media and purchasing behaviour for 5-16 year olds since 1994, using data drawn from the annual CHILDWISE Monitor Report.

Children and the Environment 2007

As the environmental movement increasingly dominates the agenda in this country, find out what children - the decision makers of the future - think about all things green.

Children and Sport 2006

This qualitative research report looks at sport and exercise from a child's perspective. The report provides an overview and understanding of young people's relationship with sport, looking at the wider context of their lives and day to day behaviour. We use a combination of children's own words and wider learning to illustrate the themes that emerge.

Children, Music and Downloading 2006

This qualitative research sets out to discover the importance of music to the typical teenager today, and to establish what role downloading, buying music and MP3 players plays in their everyday lives.  These findings are supported in the report by data from the CHILDWISE Monitor survey.

Children's Attitudes to Diet and Health 2004

What do children today eat? Do they eat as unhealthily as reported in the press? Do they themselves believe they eat healthily?

Children and Advertising 2003

What does advertising really mean to young children? To what extent are they influenced by the many messages that they receive each day? Which are the adverts that appeal most, and why? This report looks at children's response to advertising - plus children's own ideas for an advertising campaign. This report comes at a time of intense debate into the regulation of advertising to children, and picks up on the growth in media literacy.

Characters and Crazes 2002

This report explores what lies behind children's response to fashion and crazes, as an extension to the Monitor Survey.  It gives insights into why some items peak and die whilst others maintain popularity generation after generation.

Pre-School Children 2001

This report examines key behaviour patterns for pre school children, as an extension to our annual Monitor Survey. It was produced in response to a clear need by companies for published data on these topics and provides essential information on what is an economically significant group.

Children & Digital Television 2000

Qualitative research carried out in July 2000 aimed to uncover how the first truly digital customers are experiencing the digital revolution. We spoke to four groups of 7 - 11 year old boys and girls.