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Kid Insight

Zodiak Kids sets up new research lab

The UK-based children's production and distribution arm of Zodiak Media has launched a Paris-based international research department called The Research Lab, upping Francois Vallerian to Zodiak Kids' VP of marketing research.
May 9, 2012

The UK-based children’s production and distribution arm of Zodiak Media has launched a Paris-based international research department called The Research Lab, upping François Vallerian to Zodiak Kids’ VP of marketing research.

The Research Lab will be responsible for offering market information to its international sales and licensing teams, and to all Zodiak Kids prodcos including Marathon Media (Totally Spies, Redakai), Tele Images Productions (The Basketeers, Extreme Football), The Foundation (Waybuloo, Mister Maker) and Zodiak Active (The Qpiz).

In addition, The Research Lab will focus on three areas: the commission of qualitative and quantitative kids studies in Europe and North America, tracking the performance of Zodiak’s children’s shows globally for its sales team, and examining worldwide market trends for kids and family media and leisure activities.

A US online panel on the animated series The Basketeers was one of the first surveys commissioned by The Research Lab and it revealed that 77% of kids ages six to 11 liked the show, and 85% found the series to be “very different from what they know.”

Based in Paris, Vallerian will maintain his previous role as research manager for Marathon Media, while as VP of marketing research for Zodiak Kids, he will work closely with the Zodiak Kids’ board under Zodiak Rights CEO Matthew Frank.

Prior to joining Marathon in 2009 as research manager, Vallerian held a four-year stint at M6’s Research unit, where he analyzed international audience results and monitored kids studies.

About The Author
Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at jdickson@brunico.com.

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