Sinotrust has launched a service integrating data from a number of sources on the c.140m Chinese children aged six to fourteen.The Sinotrust CIS (Children Insights Study) covers a huge range of markets from educational institutions and entertainment places, through food and clothing to toys, books, audio and video products. The firm says the area is poorly serviced and understood at present, with ‘weak brand consciousness’, particularly in the medium and low end markets where recent legislation on minimum standards is helping to drive expectations higher. 

The study will segment children into ages 6-7, 8-10 and 11-14 years, with the last placing much more emphasis on the individual requirements of the children and the first two incorporating strong elements of parental input. 

The firm says its dedicated children’s research service team, proprietary children’s research methods (including projective techniques, group research and mother-son research) and in-depth knowledge of the relevant policies / relations with educational institutions give it a strong advantage in the field. Sinotrust CIS Research Director Xie Jun comments: ‘We know more of Chinese children! …Sinotrust can solve the issues in which enterprises show the greatest interest during market research, i.e. find appropriate research objects, accurately understand children, and balance and integrate the opinions of parents and children and help enterprises make better marketing decisions.’ 

The company employs about six hundred people in offices in Beijing, Shanghai and Guangzhou, and says it works for more than eighty percent of the Fortune 500 companies operating in China. Database and credit checking giant Experian has been a strategic investor in Sinotrust since 2007.