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2001
It's a Kid's Life... Update
An insight into contemporary family life in Britain, exploring the role that children play within the family unit and their impact on purchasing decisions...
Today's Families - What Are They Like?
Key stages of development - tracing kids' development from 5-16 years: their relationship with brands, how pester power develops and changes with age, the influence of the peer group technology in their lives
'It's a kids life' - presented by specialist researchers who run five-16yrs, RDSi's unique rolling research programme.
Cold Wars to Cola Wars
This paper reports back on original research conducted in Prague and Warsaw to understand how young people (14-25) in Eastern Europe are adapting as the first generation to grow up into adulthood in a society characterised by growing consumer capitalism and exposure to Western advertising and brands. It gives an insight into how these influences affect such things as: importance of traditional family and gender roles, career ambitions and future aspirations, attitudes to national identity, leisure and entertainment choices
The implication of this for branding and advertising is discussed.
Commercial Eyes
This paper, based on qualitative and quantitative research by RDSi, looks to explore how 15-18 year olds feel about life in a faster and more cluttered world. We explore their values, sense of identity and self-worth and consider how this impacts on their relationships with brands
We also look at the different roles brands play in young lives, and consider how to achieve greater relevance in a fast changing environment. Our references are generated by the target themselves, with the aim of going beyond "what's hot and what's not" and instead, to view a fast, commercialised world through a young set of eyes.
Head Butt or Kid Gloves....Towards Better Ad Research...
Creatives often decry the effect of research on original ideas, RDSi have successfully steered some radical creative work past the gimlet eye of the "conventional" respondent... campaigns such as those for AA "4th Emergency Service", Marmite and Barnado's
So how can you be sure that qualitative research will give your creative idea its best shot. We looked at the optimum brief for ad dev research, presenting ideas and asking questions of consumers, interpreting response, researchers impact on client/agency relationships
If you're more interested in "what ideas do to respondents" than in "what respondents do to ideas" - you'll find we're talking your language.
The Imp in Impulse Buying
Feelings of guilt often surface after we have behaved impulsively, but they don't stop us next time...The question of 'guilt' was central to our analysis of consumer accounts of impulse shopping
Our research explores the psychology of impulsive behaviour. To get consumers to reveal their impulsive acts we employed the innovative research techniques of self-scripts, opposites, laddering and pyramiding. Could you buy a car or a home on impulse?
Our seminar helped you to discover more about impulse buying and also gave you the chance to experience these research techniques for yourselves. Are you brave enough to reveal what underlies your own impetuous behaviours?
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