What the the process and methodology for deciding which brands are in the Coolest Brands index?

Our motivations framework has been built on years of experience observing kids’ interactions with brands. It unsurfaces the needs met by brands and as part of our consultancy work can help clients explore their brand’s core purpose.

Step 1: Observation Spontaneous and prompted mentions from our longitudinal panel of kids and teens age 7 – 14 

Step 2: Longlist Over 150 brands derived from observations and conversations 

Step 3: Survey 130 brands analysed via Beano Brain Omnibus in the US “Which of these brands do you think is cool?” Over 45,000 “kid first” responses in the UK. Run in December/January and June to smooth out seasonal impacts. 

Step 4: Top 100 Draft List

Step 5: Ask the Experts Our kids and teens panel have their say on the top 100 

Step 6: The Final Top 100