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Booster‐seats, pies and twenty‐first century childhood

Booster‐seats, pies and twenty‐first century childhood Purpose – The paper seeks to understand the different attitudinal typologies of children and parents, and the interactions between them. Design/methodology/approach – For parental segmentation, the paper uses target group index (TGI) analysis and qualitative focus groups. For child segmentation, qualitative focus groups are used. Findings – Parents can be divided into three main outlooks (progressive, traditionalist, and populist) and into two main approaches (active/involved and “laid‐back”), making six segments in total. Amongst all groups, an emerging nostalgia for the “free‐range childhood” of earlier years was noted. The dynamics of child culture, meanwhile, involve two outer‐directed mainstream groups (leaders and followers) and two inner‐directed “outsider” groups (“geeks” and explorers). Research limitations/implications – This is a practically focused study rather than a strictly controlled academic one, fusing the findings of widely different research methods. Originality/value – The six‐group parental segmentation is, as far as one is aware, original, as is the term “free‐range childhood” to the best of one's knowledge. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

Booster‐seats, pies and twenty‐first century childhood

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Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610710780918
Publisher site
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Abstract

Purpose – The paper seeks to understand the different attitudinal typologies of children and parents, and the interactions between them. Design/methodology/approach – For parental segmentation, the paper uses target group index (TGI) analysis and qualitative focus groups. For child segmentation, qualitative focus groups are used. Findings – Parents can be divided into three main outlooks (progressive, traditionalist, and populist) and into two main approaches (active/involved and “laid‐back”), making six segments in total. Amongst all groups, an emerging nostalgia for the “free‐range childhood” of earlier years was noted. The dynamics of child culture, meanwhile, involve two outer‐directed mainstream groups (leaders and followers) and two inner‐directed “outsider” groups (“geeks” and explorers). Research limitations/implications – This is a practically focused study rather than a strictly controlled academic one, fusing the findings of widely different research methods. Originality/value – The six‐group parental segmentation is, as far as one is aware, original, as is the term “free‐range childhood” to the best of one's knowledge.

Journal

Young Consumers: Insight and Ideas for Responsible Marketers – Emerald Publishing

Published: Sep 4, 2007

Keywords: Children (age groups); Parents; Attitude surveys

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