The essential new truth about families, and the jumping off point for TFR's new Highest Common Ground approach, is that today's families make decisions together. Whether it be for a fruit snack for the child's lunchbox, a vacation destination for the entire family, or even acquisitions of big ticket items like the family car, a home computer, or a cellular phone package, the way products and services come into families' lives are not driven by the needs of a single family cohort, but more often than not through the combined needs of the entire family.

In its simplest form, Highest Common Ground is a systems-based approach to child and family marketing that seeks the shared needs, shared passion points and shared consumer responses that unify vs. divide the interests of each family member, aligning the combined interests of the entire family behind the same brand for the same reason.

The Family Room offers a proprietary set of Highest Common Ground research tools that can help our clients glean new insights from, and give them a fresh perspective into, the complex dynamics of the kid and family decision making process. To leverage these new and powerful insights and perspectives, TFR has a number of Highest Common Ground techniques and processes in place that have been specifically designed and proven to bring a higher level of success to our clients' new product development efforts, established brand growth programs and messaging strategies.