Views from the Hills by R. E. Stevens, GENESIS II (The Second Beginning) E-Mail views@aol.com

Getting the Opinions of Our Young Purchase Motivators

Studies have shown that our children have a much greater impact on household purchases than previously thought, at least for this writer. Even the automobile industry recently revealed that they are talking to kids as they plan new family vehicles.

In a recent conversation with Mr. Bill Hruby of Sorensen Associates, he explained many of the different types of Kids' Research that they are conducting. While a majority of their research involves sensory testing such as taste test panels, their research goes well beyond the typical Kids' Research.

Most of my experience wit the Sorensen Associates has shown that one of their most significant benefits is the speed in which they obtain the results. In the case of Kids' Research, I was concerned that they could not match my experiences of the past with their adult sensory testing, which was a week turn-around from request to report on priority and a little less than two weeks on normal timing. As it turned out, Kids' testing requires the following timing:
Set-up: 1 week
Field: 1-2 days
Toplines: 3 days
The above is for a 200-base child study, using any combination of ages between 6 and 16. The cost of this type of study is typically $6,000. While Bill says they can cover almost any area in the U.S. with trained interviewers, their most skilled child interviewers are in seven major cities: Portland, Los Angeles, Phoenix, Tampa, Kansas City, Chicago and Dallas. Unlike other agencies, Sorensen Associates Kids' Panels are not restricted to the school year. Their panels are conducted year round.

For further information about the broad range of children's research conducted by Sorensen Associates, contact Mr. Bill Hruby at the Sorensen Office in Portland or through his E-Mail address, "wjhruby@sorensen-associates.com" 


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