Why classic target group models ignore reality
Many companies invest considerable budgets in product development, marketing and sales — and do everything they can to address the “right target group”: parents. After all, it is the adults who buy, book and pay in the end.
But that falls short.
Our research shows: In many cases, children are the true co-decision makers. They initiate, influence, reinforce — or stop decisions.
Anyone who ignores this runs the risk of ignoring the needs and wishes of key users and drivers.
The insight that children have “whining power” is not new. But she falls far short — and underestimates how much decision-making processes in families have changed today.
It is not just about situational pressure. It is about conscious participation, partnership and genuine participation.
Parents as buyers — children as users and decision drivers
Parents don't buy for themselves. They buy for their kids. And they are increasingly making their decisions in an area of tension between personal aspirations and the desire to meet the needs of children.
Our research proves this with clear figures:
- In our gifting behavior study, 91% of parents believe that when it comes to gifts for their children, the wishes of the children themselves are decisive.
- Only 7% of parents Decide without consultation or knowledge from the children.
This dynamic goes far beyond the topic of gifts. This influence is particularly pronounced in leisure activities, vacation planning, toys, media and even consumer goods for everyday use.
A double view: Understanding the discrepancy between parents' and children's perspectives
The decision architecture in families is not an easy one-way process.
That is why it is not enough Just interviewing parents. Anyone who addresses children as primary users must also hear their voices.
Our own research for the Saxony Tourism Network shows, for example:
- 72% of parents say that the wishes of their children decisively determine the choice of excursion or holiday destination.
- At the same time, parents primarily prioritize:
- Safety (81%)
- predictability and clarity (72%)
- Value for money (67%)
- Children, on the other hand, want in particular:
- Experience animals (64%)
- Adventures and hands-on offers (59%)
- Able to play and frolic (55%)
This discrepancy reveals the central problem of many offers:
They address parents rationally but miss out on the children's emotional commitment.
From “Pester Power” cliché to participation: The psychological change in the parent-child relationship
The idea of “whining” at the supermarket checkout may originate from consumer research in the 90s. The reality in many families today is different.
Parents — especially generations Y and Z — see themselves increasingly as Accompanists, not as mere authorities.
Parenting styles have shifted from “deciding” to “deciding together.” This is not about weakness, but about a conscious offer of relationships.
The parents' values are the central drivers of this change.
Most parents do not act impulsively or out of convenience, but on the basis of a clear value framework, in which aspects such as Respect, participation, orientation of needs and emotional commitment play an important role.
Children's wishes challenge these values time and again — and put them to the test:
- Where do I let my child have a say?
- When do I say no — and why?
- How much autonomy do I give without relinquishing responsibility?
This conflict of values is often particularly evident in consumer decisions:
Parents weigh up between educational standards and the desire to make the child happy.
This balancing is not yielding, but an expression of a modern, reflected understanding of the family.
The needs of children and the values of parents are not contradictory — but they are in constant interaction. And it is precisely this dynamic that is decisive for the question of which offers are actually selected.
Why gut feeling isn't enough — and why many offers miss the target group
All too often, companies rely on internal assessments, market trends or social debates:
- “Sustainability is the most important decision criterion. ”
- “Children are digital — the main thing is an app.”
- “Parents want relief above all. ”
Our research shows:
The reality is more complex. The wishes of the children and the requirements of the parents differ — and this must be taken into account when designing the offer.
Example from tourism research:
Sustainability plays a role, but when it comes to the specific booking, parents stand for First price, then child-friendly leisure activities, then food and equipment in the foreground. Sustainability only comes much later.
Our research: Two perspectives, one goal
With over 35,000 families surveyed in Germany We have the largest specialized family panel on the German market.
Our Approach:
- We interrogate Parents AND children — and thus reveal Where expectations match and where they diverge.
- We deliver no mere data collection, but well-founded insights with clear strategic recommendations — for your product development, offer design and communication.
Conclusion: Anyone who knows the needs of parents speaks to buyers. Whoever knows the children's wishes wins the decision-making process. Anyone who knows both wins the market.
Would you like to know how your target group really thinks and decides?
Talk to us — we work with you to develop the appropriate questions for your brand.
