Overview:
Previous research surrounding parent-child negotiations inspired a major food brand to conduct its own quantitative study expanding upon existing findings related to parent-child dynamics. The company aimed to execute a communications campaign that signals to one of its subsidiary brands as a permissible, win-win choice for both parents and children — a choice that empowers children to make healthier food choices while also helping ease parents’ struggles to persuade their children to choose healthier snack options.
Objectives:
The client enlisted the help of 4media’s Atomik Research team to produce a new research study that could be used to guide the direction of campaign messaging. The company sought to use findings in its upcoming comprehensive communications campaign complete with earned media content, influencer marketing, media tours and sweepstakes.
Solution:
Researchers at Atomik Research collaborated with the brand on questionnaire design and the creation of salient survey measures. Researchers then recruited 1,005 parents of children between two and eight years old throughout the United States to participate in the study.
Once participants’ data were collected, Atomik Research analyzed the results in order to pluck out the most compelling findings surrounding parent-child snack negotiations. Practitioners leveraged research findings to form the foundation for the campaign as well as guide the direction of communication tactics.
Researchers and practitioners then worked together to vet proper usage of survey findings included in subsequent content pieces.
Outcome:
Researchers uncovered sentiments from U.S. parents of children between two and eight years old. Findings became tangible assets that guided key messaging and fueled attention-worthy content. These findings boosted the ethos of messaging driving the campaign. Research findings shaped content such as branded social media posts and garnered earned media coverage