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In 1998 Rob Granader combined the Published Products division of FIND/SVP, part of the worldwide SVP network, and FINDEX, the worldwide directory of market research reports, to create Kalorama Information, a future leader in the market research publishing world.
The Published Products division included the Packaged Facts, FIND/SVP (now KIMR), and SBI brand lines, as well as The Information Catalog®, which was the print predecessor to Marketresearch.com, the current open web service.
In early 2000, MarketResearch.com raised venture capital to create a research aggregation business. In June 2000, MarketResearch.com acquired Newsletters.com, a Maryland based aggregator of business information. The Newsletters.com infrastructure became the backbone of the Marketresearch.com website that launched in January 2001.
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In May 2007, after five years of chasing, Rob finally made a deal to acquire Profound from Thomson/West. This business, based in London, England, gave MarketResearch.com the tools to create and sell market research reports by the slice.
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Tweens Study Identifies Behavior and Spending Patterns of $9 Billion Market
NEW YORK—(February 14, 2000)— Tweens, young adults between the ages of 9 and 14, represent one of the fastest growing consumer markets, according to a recent market research study by Children’s Market Research. Changes in family structure, such as the single-parent household, have increased children’s responsibilities within the home, thereby dramatically affecting their purchasing behavior. The study found that Tweens are now given more independence and more money to spend then ever before. More importantly, Tweens influence more than $150 billion in family purchasing decisions annually.
Music topped the list as their favorite interest, with more girls (52%), than boys (34%), citing it as their preferred pastime activity. Playing sports and watching television were tied for second, and hanging out with friends was third.
Tweens spend most of their money on music, using 47% of it to buy Compact Disc’s (CD’s) or tapes. Watching movies came in second, totaling 26% of money spent by Tweens. MTV (Music Television) was the groups’ favorite TV station (47%) with Fox coming in a close second place at 37%, and the WB Network in third.
According to Dr. Selena Guber, President of Children’s Market Research, "one of the reasons Tweens are growing up faster is the availability of information on the Internet. Tweens can find almost anything they are interested in, simply by logging on."
Nearly 34% of all Tweens spend three to five hours a week on the Internet, and 65% said that chatting with friends was their favorite pastime on the Web. Within this group, 15% said that they shop online, purchasing mostly music CD’s and tapes, spending an average of $51 to $100 annually, on the Web.
Guber, who wrote the study, Marketing to Tweens, and published by Kalorama Information, adds, "Tweens are at the age of transition. They are no longer kids and not quite teenagers. They are gaining attention in the media and advertising industries, because they have influence in their families spending; they get money from their parents and they work on their own. Marketers should take a close look at this group because of these spending influences. One of the most important features about the Tween market is that this is the age at which brand preferences are established."
About Kalorama Information
Kalorama Information is a leading publisher of market research and intelligence reports for key executives, offering essential data and concise analysis. Over 70 studies a year target healthcare and pharmaceuticals, packaged goods, personal care, consumer goods, demographics, industrial goods, and food and beverages. For over 20 years, we have been providing critical information to decision makers across the U.S. including Kraft General Foods, Nabisco, Pfizer, Bristol-Myers Squibb, Procter and Gamble, and Andersen Consulting. For more information call MarketResearch.com at 800-298-5699 or visit our Web site at www.marketresearch.com.
KidTrend’s reports are a collaborative creation of Children’s Market Research (CMR), Inc. and Kalorama Information. CMR was founded in 1985 by Dr. Selina Guber, a consumer psychologist. Her work in the children’s market has been featured in the Wall Street Journal, The New York Times, Fortune and Newsweek.
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