W-KAT Character Monitor

is the world's first licensing-dedicated market research tool.

Designed by Asgard Media and the Youth Research Group,
every month W-KAT tests the appeal of the top
fifty licensed characters to our UK nationally
distributed sample of kids aged 7 to 12.

Split into four Modules ( Boys 7-9, Boys 10-12 and
Girls 7-9, Girls 10-12 ) we can track up to the minute
attitudes of our sample using our unique Coolometer
technology.

How do we do it?

Our data is collected through kids' favourite medium -
the Internet, using our dedicated sample base from a
selected group of schools throughout the UK, augmented
(to cover school holidays, for example) by kids
recruited from key Websites. This gives us a rotated
sample of 500 kids each month, 6,000 every year.

What does W-KAT tell us?

Quite simply, Where Kids are At! Our data is collected
each month, with analysis completed within two weeks of
month-end. Every month, we know what's in, what's out,
which characters have gained appeal, which have lost
it. Which brand new characters gain kids' interest for
the first time, and which older ones have dropped out
of range of kids taste. Simple, but fast, accurate and
unique information!

What do subscribers to W-KAT get?

Full subscribers to W-KAT receive a monthly e-
mail bulletin featuring four tables of data
highlighting the latest character preferences of each
of our four Modules
Results are sent in Microsoft Excel format.

We add our own commentary on highlights of the monthly data
just to get your own debate started

Which characters will W-KAT test each month?

We have selected the top fifty characters which, in our
view, are the most current licensing properties in the
industry. Subscribers can request additions to our top
fifty to include any licensed properties in which they
have a particular interest.

What if my business is only concerned with part of the W-KAT sample?

You can choose to subscribe to any of our four modules
separately, giving you data specific to your target
market.