SPA Finds Insight in the Playground

UK-based research firm SPA Future Thinking has launched a new division called 'Playground', to provide businesses with an understanding of the way children and families think and behave.

Playground will build on the company's existing kids and education focus, providing off-the-shelf and bespoke qual and quant research solutions centred around three propositions:

• Our Families - a longitudinal study engaging with five families in the UK
• Playground Monitors - a panel of industry experts including teachers, media consultants, and psychologists
• Playground Chatter - an online platform through which a network of parents and kids can discuss hot topics and clients can post questions or sound out ideas.

The new initiative will be led by Charlotte Butterworth (pictured), the firm's former Group MD - Qualitative, who comments: 'Children's behaviour is increasingly sophisticated, playing a defining role in the day-to-day decisions being made by families. By launching Playground we aim to put young people at the heart of the decision making process, enabling businesses to get closer to kids thinking and helping brands to remain relevant in today's world.'

Web sites: www.spafuturethinking.com and www.playground-research.com .