The new service has been specifically designed to combine LSR’s research expertise with FKE’s access to children via the Internet. In practical terms, LSR will market, distribute and sell children’s research solutions to its clients. At the same time, FKE will provide the use of its pan-European network of kids’ websites to collect data from respondents. (FKE currently operates websites in 13 European countries attracting some 500,000 unique online visitors per month.)

Ideally, the research partnership will create an independent research tool for securing fast and commercially viable research solutions in the children’s market. In this sense, it thought that children’s online panel research should be a particular strength.

Overall, the agreement will cover all the territories in Europe and the Middle East in which FKE operates local websites. FKE will act as the exclusive research provider to LSR in the target group of 4-14 year olds. The research service itself will initially be marketed under the existing LSR brand name.

According to Natalie Hugh-Tydeman, managing director of Online & Interactive at FKE, "Our objective is to generate new revenue streams from our online activities and maximise commercial opportunities from this growth area, by leveraging our pan-European online reach. The combination of LSR’s research infrastructure with FKE’s online platforms will enable us to provide a profitable service that is fast, customised and safe."

Panos Manolopoulos, managing director at LSR, added "The alliance between FKE and LSR provides marketers and researchers with a new platform to help them better understand the kids of today across Europe. Whilst sensitive to the overriding requirements for privacy, protection and professional conduct with regards to the audience, both companies will succeed in addressing the growing demands from clients as well as creating an environment which provides commercial solutions. We are delighted to be working with FKE and look forward to developing this relationship."