In an exclusive new column for ToyNews, each month John Conlon, VP Director of Research at Nickelodeon UK, will present the latest research on kids and their families. Don’t miss this essential guide for anyone in the toy business
AT NICKELODEON we are inspired by our audience - What they like, what they love, what they dislike and what motivates them. To get a look at who our audience really are, we rely on our research. Our research informs our content and creative strategies. It shapes our brands, giving us strategic direction and igniting our clients' partnerships, all while influencing our own business model.
2012 saw our research team involved in the series
entertainment
opportunities with which they are presented and what this means for businesses seeking to reach this evolving group. To understand kids we need to understand parents, how they perceive their kids' actions, opinions and habits and how family time is becoming more important to both. 2013 will see the
unveiling of studies on play, online behaviour and retail, as well a look at just how effective sponsorship of
We’ll share our research on where audiences are and what content they are looking for. John Conlon, Nickelodeon UK
two launch of House of Anubis, the unveiling of Teenage Mutant Ninja Turtlesas well the release of one of the biggest pieces of international research for VIMN, 'The Next Normal,' an unprecedented, in-depth analysis of Millennials.
From pretending to be a Turtle to catching up with SpongeBob on Twitter, we explore how kids interpret and utilise the
television really is as a way of building brands. In the coming months we'll share with you our research on where audiences are; on which channels, which websites and what content they are looking for, using and talking about. Through our insights we will establish if our theories about kids and their parents are actually true and if not, how and why their opinions and habits have developed.
John Conlon is Viacom International Media Networks VP Director of Research, UK Cluster. Overseeing all VIMN's research activity within the UK, John's focus is to guide and support the development of VIMN's business units through the provision of audience intelligence, analysis and insight. Since joining Nickelodeon UK, John has overseen numerous research initiatives including brand positioning studies, consumer product studies and audience investigations.
To understand kids we need to understand parents, says Nickelodeon
WE’RE SERIOUS ABOUT KIDS.
Nickelodeon research leaves no barnacle unturned, carrying out global and local studies that explore the lives, behaviours, hopes and aspirations of kids and their families
This makes Nickelodeon the best choice for media campaigns, creative solutions, licensing and retail opportunities.