Child & Youth


The spending power of the Child and Youth segment (roughly ages 6-18) is significant. One frequently cited statistic shows 8-to-12 year olds spending nearly $30 billion (USD) of their own money each year and influencing another $150 billion of their parent’s spending. Factor in the impact of digital media and devices and you can see the potential, but also the challenges in researching a continuously, fast changing market.

Illuminas recognizes the specific joys and challenges of conducting successful research within Child and Youth audiences and has the experts on staff to devise the most appropriate methodological solutions. Our Child and Youth researchers have extra vocational experience working with all ages of this audience. As researchers, we understand their worlds, and believe this adds an extra dimension and passion to the research we do.

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Highlights of Our Expertise

  • Highlights of Our Expertise

  • Audiences We Can Reach

Research Solutions Unique to Child & Youth

At Illuminas we get that children and young adults are NOT adults and as such, we choose the best research methodologies from our toolkit to creatively and uniquely reach them. This include Roving Reporters, Tandems and our award-winning Activity Street – all of which engage and inspire children and young people, while eliciting usable insights for our clients. We are true experts at developing innovative techniques to overcome the potential barriers to researching a young audience, and can harness their energy and creativity to successfully meet any research objective.

Specially Adapted Quantitative Techniques

Designing and implementing quantitative research studies with children of all ages and their parents requires an understanding of the cognitive limitations and complex, various psycho-social environments. We regularly conduct research using parents as a first point of contact, seeking their permission and their views, before surveying their children. 

Extensive Category & Solution Experience

Within this niche audience area we cover a breadth of categories and research challenges, in markets all over the world.


  • Baby gear
  • Licensing
  • Food & drink
  • Clothing
  • Retail
  • Toys & games
  • Media
  • Telecoms
  • Higher education


  • Market sizing
  • Segmentation- parent, child, audience, need states
  • Brand positioning, development & extension
  • New product development
  • Creative development
  • Usage & attitudes
  • Expectant women & dads to be
  • Moms
  • Dads
  • Grandparents
  • Pre-schoolers
  • Primary school aged children
  • Secondary school aged children – tweens & teens
  • Teachers
  • Prospective students
  • Students – Bachelor, Masters & PhD
  • Lecturers/ academics
  • Innovators
  • NEETs