In addition to groundbreaking custom research, Smarty Pants conducts Young Love each year. This syndicated study of kid and parent brand affinity is a must-have for youth and family marketers. Results from the 2011 study are now available. See which brands top the lists below.
Young Love ™ is our groundbreaking study of the brands that American kids and parents love most and why. It is the industry report that countless Fortune 500 companies use to track their brands' health and diagnose strengths, weaknesses and opportunities.
The annual study ranks brands by their Kidfinity™ and MomfinityTM scores - proprietary measures of kid/tween and mom brand awareness, popularity, and love. These scores are complemented with data on brand usage, frequency, context and future usage.
Arguably most importantly, more than 100,000 open-ended reasons kids and parents love various brands are analyzed and combined with data on 29 drivers of kid and parent affinity to create a robust portrait of how brands are performing within and across category.
Bringing statistical and strategic rigor to critical contemporary marketing questions, Young Love examines more than 250 consumer brands across 20+ categories. Feel free to email us for a full brand list (at no charge, of course).
If you are ready for the 2011 study findings or would like to discuss inclusion in the 2012 study, let us know!
And don't forget to check out the Press Release Library to read headlines from the 2009, 2010 and 2011 studies.
Which brands are winning with families and what they are doing right
Which brands are leading your category and why
Kids Vs. Tweens
How kids differ from tweens and boys differ from girls
How parent and child brand affinity interact
How affinity ultimately impacts usage and in-market success
Which brands show the most promise as strategic partners
The variables driving brand popularity and erosion
6,869 kids and parents for nearly 14,000 completes!
Kids and Tweens
Inclusive of ages 6-12
Roughly 65% White, 20% Hispanic, 15% African-American
Truly reflective of the socio-economics across the US
With respondents from Honolulu to Bangor