ChildWise: Special Reports

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.

        Topics to date are :

   Children and the Environment 2007

                    Children and Sport 2006

   Children, Music and Downloading 2006

                    Children's Attitudes to Diet and Health 2004

   Children and Advertising 2003

                    Characters and Crazes 2002

   Pre-School Children 2001

                                                                                                          Children & Digital Television 2000

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 the Environment’ takes an in depth look at how children feel about the future of their planet, what action they themselves are prepared to take, and who they believe and trust to make a difference. We explore their understanding of Global Warming and Climate Change, and examine the extent to which they feel they can personally make a difference.

This report combines qualitative research with children aged 9-13, plus data from our ChildWise Monitor Report for 2007-08, covering a sample of over 1100 children across Great Britain.

To order:

The report on Children and the Environment costs Ł395 + VAT (Ł464.12)
For information on this report, please call Jenny Ehren or Rosemary Duff on 01603 630054
To order your copy, fill out the order form below, email us at orders@childwise.co.uk or fax us on 01603 664083

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.

We explore key drivers behind participation. The influence of family and friends, aspects of sport that children like or dislike and their views of its importance. This report also looks at children's thoughts on the Olympics in London 2012.

For this report, we carried out six discussion groups across the country with 8 to 11 year olds. We also draw on data from our ChildWise Monitor Report, for 2005-06, covering a sample of over 1100 children aged 5 to 16 years.

This report will be a valuable tool for businesses and other organisations who are involved with children and sport, or who need to understand the wider context of children's lives.

To order:

The report on Children and Sport costs Ł295 + VAT (Ł346.63)
For information on this report, please call Rosemary Duff or Gemma Britton on 01603 630054
To order your copy, either fax us on 01603 664083, email us at orders@childwise.co.uk or fill out the order form below.

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.

We also explore the key drivers behind teenage musical tastes, how and why patterns of consumption are shifting and what is influencing buying habits. Findings within the report expose kids' attitudes towards music, who and what influences their musical tastes, their perception and usage of downloading and their expectations for the future.

This new report will be of value to those with an interest in music who seek to understand how it impacts teenage behaviour today, as well as to those looking for a broader appreciation of teenage lives and interests.

To order:

The report on Children, Music and Downloading costs Ł295 + VAT (Ł346.63)
For information on this report, please call Rosemary Duff on 01603 630054
To order your copy, either fax us on 01603 664083, email us at orders@childwise.co.uk or fill out the order form below.

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?

Parents want to ensure that their kids eat healthily and kids can see the benefits, too, but the real world gets in the way - too little time, competing priorities, and a simplistic view of what constitutes healthy eating.

This report is based on qualitative research with mums and kids, supported by data on awareness and attitudes to health and diet from the ChildWise Monitor.

To order:

The report on Children's Attitudes to Diet and Health costs Ł395 + VAT (Ł464.12)
For information on this report, please call Rosemary Duff on 01603 630054
To order your copy, either fax us on 01603 664083, email us at orders@childwise.co.uk or fill out the order form below.

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.

Key findings:

Children have a mature awareness of the role of advertising and its use as a showcase for products, combined with a sophisticated attitude towards advertising as a resource to be used, which they can control, for their own benefit.

Research details:

Discussion groups with children aged between 7 and 11 year
Additional data on advertising response from the ChildWise Monitor Survey of 1200 children aged 5-16 years
25 pages of detailed commentary plus children's own drawings

To order:

The report on Children and Advertising 2003 costs Ł395 + VAT (Ł464.12)
For more information on this report, please call Rosemary Duff on 01603 630054
To order your copy, either fax us on 01603 664083, email us at orders@childwise.co.uk, or fill out the order form below.

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.

Past, current and likely future trends are explored which contribute to a set of attributes which will be of benefit to any marketer.

Research details:

Discussion groups with children aged between 7 and 11 years, and mums of children in this age span
30 pages of commentary and insightful information

To order:

The Characters and Crazes 2002 Report costs Ł345 + VAT (Ł405.38)
For more information on this report, please call Rosemary Duff on 01603 630054
To order your copy, either fax us on 01603 664083, email us at orders@childwise.co.uk, or fill out the order form below.

Pre-School Children 2001

This new 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.

Topics covered:

TV viewing

Magazines

Computers and the Internet

Pocket money

Clothing and footwear

Fast food

Among the findings are clear differences in behaviour by age and social class, and a surprisingly high involvement with computers amongst the very young.

Research details:

Sample of 200 mums of 0 - 4 year olds
Face-to-face individual interviews conducted North and South of England
21 pages of charts, tables and commentary

To order:

The Pre-School Children 2001 Report costs Ł295 + VAT (Ł346.63)
For more information on this report, please call Rosemary Duff or Simon Leggett on 01603 630054
To order your copy, either fax us on 01603 664083, email us at orders@childwise.co.uk, or fill out the order form below.

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.

During the first year of launch, we wanted to find out what children thought about digital TV in general - when and why they first got it, what the main differences were to them, and what changes it had made to the way they view.

We also explored in more detail their response to interactive TV - use of the electronic programme guide, games, shopping channels - and gave children the opportunity to talk about the way they would like interactive TV to develop in the future.

The report falls into four sections:

Getting digital television
Viewing behaviour
Impact on terrestrial channels
The future

To order:

The Children & Digital Television 2000 Report costs Ł95 + VAT (Ł111.63)
For more information on this report, please call Rosemary Duff or Simon Leggett on 01603 630054
To order your copy, either fax us on 01603 664083, email us at orders@childwise.co.uk, or fill out the order form below.