We are pleased to be able to share some of our learnings with a wide audience through published articles.

February 2004
Quirk's Marketing Research Review
Character Development
Article Highlights: To market successfully to youth, it is important to listen to them and not allow our adult biases to influence marketing message development. Internet research methodologies provide an opportunity to communicate with this hard-to-reach market segment and provide timely insight to guide creative, character and message development. The article is a case study of how SpectraCom and Circle 1 Network used research to develop characters for the KidsCom site and illustrates some of the techniques that are available to researchers and marketers.

You can find the article on page 24 of the Quirk’s February 2004 issue, or contact us for a copy.