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01 | HISTORYIn the early 1990s, in his role as a director of marketing for a Fortune 500 international food ingredients and flavours company, Bryan Urbick commissioned some qualitative research work with kids. The experience was highly unrewarding because the researcher used traditional adult methods that clearly did not work well at all. Bryan then met Abel Westerhof, a senior teacher at a special school in the Netherlands and asked him for assistance in developing a way to learn from kids that would be both insightful and duplicatable. From this collaboration over the years, KidsLink® methodologies were born. The first KidsLink® sessions were set in classrooms, with a goal of learning from the creativity of young people of all ages. A number of creative activities were facilitated with the students so that their output could be analysed, and the emerging themes investigated. Insightful truths were always identified, and empathy with kids was established. Over time, not only was the creativity analysed for key learnings, but also the ideas themselves were used as stimulus in the design of products for young people. The success of this innovative approach has been remarkable. Now, though the research work has expanded dramatically and new tools
have been developed, into all projects is built with creativity and
the desire for empathy at the core. No matter the age of the consumer
– child, teen, young adult, parent, adult and primetimers –
the objective of all work is to get to the deeper understanding that
can only be attained with true empathy for the consumer and their needs
and wants. And that is the vision of CONSUMER KNOWLEDGE CENTRE.
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