NEWS ANNOUNCEMENT 2 July 2018: The Nursery Research and Planning has acquired market research consultancy Arkenford

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Thought Leadership | Magic over the Mash: research into the role of today's grandparents in child care

Project: Magic over the Mash: research into the role of today's grandparents in child care

With more and more grandparents undertaking a 'surrogate parenting' role, we have taken an engaging and insightful look into the thoughts, emotions and behaviours of grandparents today.

Extensive surveys conducted by bodies from the TUC to charities have consistently placed 'regular' childcare practice by grandparents between 60 and 66 percent. We wanted to understand what that entailed and how much of the regular care was 'routine' - frequent, repeated or expected.

We sought to identify any key variables that would help us understand grandparents today and bring them to life - what are they like and what do they really think and feel. We explain why this audience is so crucial for brand owners and outline the benefits of specific targeting strategies as well as identify the key variables to consider when targeting this group.

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