About us
Kids Market Research in the Brand Licensing Industry is my speciality and I've been working in that area running kids focus groups for the last 25 years (even before I had my own kids!) and I've also worked as a teacher so I know a thing or two about children!
If you want to know how far your brand will stretch, what product categories to explore, how to design product with child appeal and mum buy-in then talk to me about how to devise a research project.
I have a classic Market Research background having passed the Post Graduate Diploma in Market Research and then being trained by Taylor Nelson.
I have worked agency and client-side at senior level and now run my own agency alongside my writing.
I have 25 years Market Research experience in the
European children's market. I trained with Taylor Nelson then Q-Search
with Wendy Gordon and Bill Schlackman. I then set up Plastow Research.
After having my family and running a nursery school I set up Kids Brands
Europe to specialise in working with kids and became a specialist in
licensing / brand stretch knowledge.
I
have an MA in International Marketing and a Post Graduate Diploma in
Market Research. My dissertation for my Masters was on Brand Equity.
I
handle your project from start to finish, conducting all the UK groups
myself and attending those in other parts of Europe so I can personally
brief my colleagues and discuss the findings as they emerge.
Groups
are always videoed because children and teenagers express more visually
by facial expression and body language than is actually said. Groups
are held in the recruiter's home or at the local Viewing Studio 'The
Look Inn' in Slough which is close to Heathrow airport so ideal for
clients attending either from Europe or London.
I
have worked as Interim Global Consumer Insight Manager on Baby Foods at
Numico (Cow and Gate) in Amsterdam and held other Interim roles at J
& J Medical, Mars and Kodak.
I have had extensive experience across a wide product range. See the brands and clients I have worked for :
Mattel
LEGO
Zapf Creation
Cow and Gate
Mars
Bratz
Classic Media
Aardman Animation
Little Tikes
Woolworths
I can conduct children's focus groups here in the UK , project manage multi - country projects or manage sub contracted single country projects.
I particularly enjoy
NPD
Pilot TV shows
Brand Stretch - Licensing Opportunities
Pack Design
Advertising Research
Concept testing
