Youth record

M&C Saatchi La Source launches children and youth research division

Market research firm The Source, part of the M&C Saatchi Group, has launched a child and youth research division, Duck, Duck, Goose.

Matt Swinson and Bek Yock

The announcement:

We know that children’s opinions matter. We know they have an active voice in their homes and in the rest of the world. We also know that they have struggled for the past 2 years; with restricted social interactions, missed milestones and their online lives accelerating at an unprecedented rate and this will continue to affect them in the future.

If we know all of this, why aren’t marketers including them in search conversations? In research, too often we ask the adults in their lives how they feel without going straight to the source.

“Many brands and institutions are nervous when it comes to looking for children; they don’t know how to go about it or even what they are allowed to ask, too often research with children is thrown into the basket too difficult. But we have experience and expertise when it comes to conducting research with children and young people and we take the mystery and stress out of clients,” says Rebekah Yock, Senior Director at The Source. , who will lead the division. .

Today, The Source, part of the M&C Saatchi Group, announced the launch of a new children and youth research and information division, Duck, Duck, Goose. With over 20 years of combined experience working with children and young people in New Zealand, the UK and Australia in the toys and games, food and drink, sports and leisure, education, technology and apparel, and apparel, the new division will seek to bring young people into research conversations.

“Involving children and young people in the research process will lead to better and more comprehensive research results. It’s that simple and we want to help our customers do it,” says Matthew Swinson, Managing Director of The Source.

Duck, Duck, Goose’s research and analysis offering includes: bespoke child recruitment, specialist expert partners, hands-on qualitative methodologies, children’s cultural background, panels and ambassadors.

Source: M&C Saatchi Group