Licensing is a much an art as a science. Most of the consumer choices in licensing are made by children, who are the most unpredictable of customers. However, whilst knowledge, contacts and experience hold the key, Asgard Media also has unique market research information about the attitudes, spending power and spending habits of children aged 6-17 in the UK today, through the work of associate company the Youth Research Group (YoRG).

YoRG regularly surveys 21,000 UK children through an internet-based marketing research survey, gathering and analysing data for its clients, including leading UK broadcaster GMTV. The YoRG data provides an objective framework against which the more subjective processes of licensing can be judged. We can even ask specific licensing questions for our clients, and have answers back pronto! Asgard Media is the only licensing consultancy in the world with access to this data.