M&C Saatchi company The Source launches kids and youth research division

Market research company The Source, part of M&C Saatchi Group, has launched a kids and youth research division, Duck, Duck, Goose.

Matt Swinson and Bek Yock

The announcement:

We know kids’ opinions matter. We know they have an active voice in their homes and in the wider world. We also know they’ve had it tough the last 2 years; with restricted social interactions, missed milestones and their online lives accelerating at an unprecedented pace and this will continue to affect them in the future.

If we know all this then why aren’t marketers including them in research conversations? In research, all too often we ask the adults in their lives how they’re feeling without going directly to the source.

“A lot of brands and institutions are nervous when it comes to researching kids; they’re not sure how to go about it or even what they’re allowed to ask, too often research with kids gets put in the too hard basket. But we’ve got experience and expertise when it comes to conducting research with kids and young people and we’re taking the mystery and stress out of it for clients”, says Rebekah Yock, senior director at The Source who will be leading the division.

Today, The Source, part of the M&C Saatchi Group, has announced the launch of a new kids and youth research and insight division, Duck, Duck, Goose. With over 20 years combined experience with kids and young people in NZ, the UK and Australia across Toys and Play, Food and Drink, Sports and Recreation, Education, Technology and Clothing, and Apparel sectors, the new division will seek to bring young people into research conversations.

“Putting children and young people into the research process will make for better, more well-rounded research outcomes. It’s as simple as that and we want to help our clients to do it” says Matthew Swinson, managing director at The Source.

Duck, Duck, Goose’s research and insight offer includes: bespoke kids recruitment, specialist expert partners, hands-on qualitative methodologies, kids cultural context and panels and ambassadors.

Source: M&C Saatchi Group


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