Greenfield Launches US Teen Panel

US online panel provider Greenfield Online, which operates as Ciao in Europe, has launched a new teen panel service, making use of a team dedicated to communicating with teenagers, and surveys tailored to encourage response. Initial results reveal teens' thoughts about returning to school.

Greenfield is currently recruiting respondents between the ages of 13 and 17 through teen portals, in-person events, schools, communities and viral marketing, and is collecting profile data that includes almost 200 variables per panellist.

Chett Rubenstein, Greenfield's VP, Product Development explains that teens have a purchasing power and influence worth approximately $190 billion a year, making them a compelling target market. He says the new teen team's purpose is to 'understand this segment, source new members for the panel, and find out how to best communicate with this group to deliver maximum response rates and superior panel and client satisfaction'. To achieve this, the team are currently asking panel members about their motivation for taking part, the length of survey accetpable to them and how often they wish to be contacted. At least half the respondents said the most important reason for joining the panel was that they simply want to be heard, rather than being driven by incentives.

The first survey asked 792 of the teen panellists about their thoughts on going back to school.
54% of males and 44% of females said that the most important thing they think about for the return to school is their classes. The second most important thing for girls (planned by 37% of them) is their outfit for the first day of school, while for 28% of males, it was after-school activities. Teens are most looking forward to seeing their friends (50% of boys and 48% of girls), and most worried about grades (52% of boys, and 61% of girls).

Greenfield Online operates in Europe through its Ciao subsidiary. Web sites are at www.greenfield.com and www.ciao.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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