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Consumer attitudes and behaviours
Marketing to the inner child

Jonathan Fletcher & Julian Kenway

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Abstract

• When we grow up we do not put away childish things: many of them stay with us, remaining important throughout our adult lives, shaping our behaviour and attitudes in a whole range of areas.
• In this paper the author will demonstrate the importance of youthful traits in determining adult consumer attitudes and behaviour. 
• The paper will highlight continuities between child and adult motivation, thought and decision-making processes and show how researchers should take account of these similarities and how marketers can leverage them when mapping markets and designing different aspects of the marketing mix.
• The paper will also show how children and youth can be key in shaping adult markets and influencing the behaviour and decision-making of adult consumers.

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Jonathan Fletcher

Creative Director, Illuminas Group

Jonathan Fletcher is Group Creative Director of Illuminas.  He has worked in the industry for more than 10 years and is the co-author of two books on analysing and interpreting market research data and has spoken at many industry conferences and events including a number of UK MRS Conferences and ESOMAR congresses.  He has won a number of awards for papers including the ISBA Advertising Effectiveness award in 2003 for a paper presented at the UK MRS Conferences, Best Methodological paper at the ESOMAR congress and Best Paper Award at the 1999 Business & Industrial Group Conference.

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Julian Kenway

Director, Illuminas Child and Youth Division

Julian Kenway is Director of Illuminas’ Child and Youth Division.  Originally a primary school teacher, Julian began his research career in educational research. He joined Illuminas over five years ago and helped to pioneer the agency’s successful expansion into child and youth research.  Winner of Best New Methodology in 2005 for “Activity Street”, Julian is an expert in qualitative and quantitative techniques from ethnography to conjoint analysis.

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