Consumer 'Tsar' Slams Youth Research Techniques

In the UK Ed Mayo, the CEO of government watchdog Consumer Focus, has co-authored a book which criticizes firms that use young children to conduct market research into their products. Mayo describes the system as 'insidious and downright creepy'.

Jointly written with academic Agnes Nairn, 'Consumer Kids' highlights how companies groom children to become consumers through the use of the Internet and viral marketing.

In the book, Mayo and Nairn condemn the practices of brands such as toy and gadget manufacturers Mattel and Nintendo, and snack producers Tizer, Wrigley's and Coca-Cola, which use specialist youth market research agencies to obtain feedback on their products.

The book reveals that more than a third of a million UK children - some as young as five - have been recruited to conduct tests for major brands. It also claims that around 600 head teachers have agreed to survey their pupils of behalf of the companies, and that their schools receive up to £4k a year for participating.

In addition, the authors have slammed specialist agencies which recruit children to act as 'brand ambassadors' and who are paid to help promote a new drink, toy or gadget to their classmates.

Some of the firms he cites use marketing consultancy Dubit to conduct studies among the 7 to 25 year age group. Every week the firm runs surveys for its private and public sector clients, and respondents can earn between 50p and £2 for their feedback. Parental permission is sought for any child under 16.

Dubit Director Robin Hilton says that the research is invaluable for many organisations: 'Kids want to be involved in campaigns, we allow them to do just that - there is no pressure put on young people to take part, nor would we every ask a young person to be underhand or represent something they were not already a fan of.'

The book is due to be published by Constable & Robinson next week.

Web sites: www.constablerobinson.com and www.dubitlimited.com .