Dynamics represents an evolved approach to consumer
marketing for child, family, and adult/parent brands.
At its foundation: families have undergone tremendous
changes in the last decade, adopting a more collaborative
and integrated outlook and approach to decision making
than ever before.
The Family Room is a leading force in the Family Dynamics movement, having conceived and conducted seminal quantitative research on the concept in 2008 and building on that research again and again, learning how different brands and categories make decisions in fundamentally different ways.
Family Dynamics so powerful that we actually renamed
our company, Just Kid, as The Family Room in 2010,
to emphasize this dramatic and powerful new-decade
trend in purchasing power and consumer decision
seeks opportunities for growth and transformation
innovation by moving beyond the traditional
cohort approach to marketing toward a model that
better reflects what families have become… a
web, not a hierarchy, in which the needs of all
family members play a critical role in determining
a family's behaviors and buying behaviors.
family dynamics is important
make decisions together. Whether it's the
snack in a child's lunchbox, what the family
has for dinner, or the entertainment choices
for the family after dinner, the way products
and services come into the household is no
longer driven by the needs of a single cohort
or determined by a patriarchal parent.
Today, buying decisions are made through the combined needs and negotiations
among multiple family members as they arise, conflict, interact and ultimately
coalesce into a FAMILY's behaviors. So stopping with an in-depth understanding
of the mom, the dad, or the kid is premature. The road to optimum brand success
requires a marketer to understand the true pathway your product or program must
successfully navigate to commercial success.
- New products that
more effectively find the essential common
ground between parents and children.
- Positionings that identify more
powerful selling stories that never would have been evident using a cohort-centric
- Messaging strategies that better
reflect the multiple voices whispering in mom's ear at the point of purchase.
- New kid marketing paradigms capable
of driving growth in a mom-only marketing environment.
- Family brand restages capable
of creating gigantic products that are embraced and sought after by America's
110 million family members rather than a smaller sub-segment age cohort within
Family Room brings to the family table
The Family Room and its predecessor, Just
Kid, have spent the past 17 years
cultivating the most comprehensive and
in-depth understanding of family dynamics
and turned it into transformational growth
engine for your brand. We believe we know
how families negotiate, coalesce, and buy
better than any agency in the world. But
we haven't stopped there.
The Family Room team has also made an unprecedented investment in new research exploring the rapidly shifting nature of families and how they make decisions. We have also developed a range of proprietary innovation tools capable of producing brand positionings, new products, and other growth strategies that will let you turn this powerful construct into transformational growth that moves markets. We have a specialized set of the skills and capabilities for doing this whether it be a child brand, a family brand, or a parent.