What is WRInsiders?
WRInsiders.com is a large, nationally representative panel of kids 7-17 owned by WRC Media, Inc., the parent company of Weekly Reader and Weekly Reader Research. WRInsiders conducts market research and opinion surveys with kids so that our clients can better understand and serve children. You can access both WRC Media, Inc. and Weekly Reader from our website,
www.weeklyreaderresearch.com. Weekly Reader Research offers a variety of incentives and rewards in exchange for kid’s and teen’s opinions. We call the kids and teens 7 to 17 years old who have become registered members of Weekly Reader Research’s Internet Survey panel Insiders.
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What is Weekly Reader Research?
Weekly Reader Research is a market research company. We help our clients to better understand the needs of children by designing scientifically valid and statistically accurate surveys of children. Weekly Reader Research does not sell anything to members of our panel or their families and friends. We gather opinions only. None of the information gathered through the surveys we conduct will be used in direct sales efforts to your kids or any other kids. We gather opinions from thousands of kids and then apply modern statistical and mathematical procedures against these opinions so that our clients can better understand the needs of children and their families. Our clients are typically interested in developing new products and services, creating exciting advertising and marketing programs or getting a head start in preparing for their future employees and customers. Children’s opinions matter. And Weekly Reader Research’s sole mission is to clearly and correctly measure children’s opinions. Our clients will never be told the identity of the respondents participating in any of our surveys.
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Children’s Online Safety
Weekly Reader Research recommends that concerned parents and guardians go with their kids to Nickelodeon's excellent guide to safe online behavior at
http://www.nick.com/blab/safety/index.jhtml. This is a simple, straightforward guide, written (and illustrated) in terms that kids will understand. Other links containing useful information for parents and children include:
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How do we communicate with Insiders?
All communication between Weekly Reader Research and Insiders, the Weekly Reader Research kids and teen panel, is done via e-mail, using an e-mail address supplied by a parent or child at the time of registration. This email address can be updated and modified from within the WRInsiders.com portal. Virtually all Weekly Reader Research surveys are conducted on our website, www.wrinsiders.com, but we may occasionally conduct surveys at other sites operated by one of our clients or partners. If we do, that site will adhere to Weekly Reader Research’s rigid standards of content, language and topic appropriateness.
Children are selected to participate in surveys based on statistical sampling criteria so we cannot guarantee how frequently any specific Insider will be invited to participate in projects. Initiations to participate in specific surveys are sent at the sole discretion of Weekly Reader Research.
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No Chat rooms of any kind, anywhere at Weekly Reader Research
We don't host any kinds of chat rooms at Weekly Reader Research, so parents don't need to have any concerns about someone not associated with Weekly Reader Research trying to contact their kids in a chat session. There is no communication between Insiders and the only communication from Weekly Reader Research is via email inviting children to participate in surveys are providing notification about fulfillment of the incentives children earn by participating in surveys.
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The kinds of surveys we conduct with Insiders
- Apparel/clothes & fashion
- Books, magazines & newspapers
- Computers & technology
- Consumer packaged goods like cereal
- Current national and world news and events
- Career thoughts and aspirations
- Education and schools
- Food and beverage
- Health and beauty
- Hobbies, recreations and sports
- Movies
- Music
- Pets
- Restaurants
- TV and radio
- Travel, tourism and vacations
- Trends and fads
- Toys and games
- Videogames
All of these surveys require your child to answer anonymous surveys through Weekly Reader Research’s survey website.
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How is the information we collect used?
We collect three kinds of information: (1) the opinions of Insiders 7 to 18 years old about issues of interest to us or our clients, (2) background information about the Insiders, their parents or guardians, and their households, and (3) parental consent and incentive fulfillment information. The way this information is used is as follows:
1. The opinions of Insiders about issues of interest to us or our clients.
We collect a wide variety of opinion data using survey questions that may cover any number of areas, but generally involve products or services that are marketed for kids and families. Examples of such products and services include Web sites and other Internet services, TV shows, movies, toys, video games, computer software, clothing, music products, sports, styles and trends.
Insiders opinions are always reported in aggregate only - 23% of Insiders thought this-or-that, or 73% of boys were aware of something-or-other. This information will be shared with our clients without identifying the identity of any child, parent or guardian.
2. Background information about the Insiders, their parents or guardians, and their households.
During the process of registering, Insiders are asked a battery of demographic and attitudinal questions. These questions serve two main purposes: 1. they are used to invite Insiders to participate in surveys that have particular content. For instance, we would only invite girls to evaluate certain hair care and make up products. 2. It helps provide a context for other survey answers. For instance, we might ask a question about specific movies. We can relate interest to this particular movie to the kinds of hobbies and activities Insiders enjoy. The hobbies and activity information is part of the demographic battery. The kinds of questions we ask in the demographic battery are:
- Age
- Gender
- Grade in school
- Parents occupation
- Career goals
- Interests and hobbies
- Kinds of computers owned
- How much time spent reading, playing videogames, hanging out with friends
- Favorite websites, bands and TV shows
Background information is combined with opinion data and reported in aggregate only - for instance, we might report that, "22% of all survey participants eat a particular breakfast cereal but 71% of Insiders that skateboard more than 3 hours a week eat the particular cereal.
3. Parental consent information and incentive fulfillment information
When a child or adult first comes to the Insiders portal, we ask for a user name, parent and child email address and date of birth. This information is used only to obtain parental consent. Parents can withdraw this consent at any time by visiting WRInsiders.com, accessing their child's records, and making the change. We provide parents a copy of their child’s login information in all of our communications so that you can monitor their activities at Weekly Reader Research.
Once a child becomes and Insider, we will communicate with that child via email. Children who are members of the Insiders panel will receive email invitations to come to our survey Website, www.wrinsiders.com. We will also email parents whenever we invite a child under 13 to participate in a survey.
We will never use or share the personally identifiable information provided to us online in anyway. All survey responses are anonymous. As mentioned, we aggregate the data and report on the aggregates.
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Incentives and Reward for being an Insider
Insiders earn points by completing survey questions. Once an Insider earns enough points, they can go to the Catalog at www.wrinsiders.com and redeem their points for merchandise. After the Insider chooses their incentive and puts it in an online shopping cart, the child’s parent/guardian is sent an email and asked to approve of the incentive selected. If you approve, we will then request your complete mailing address for fulfillment. This is the only time we request mailing addresses and you address will be deleted once fulfillment is complete. We then send you a gift certificate to Amazon com and a link via email to redeem the coupon for the merchandise of your choice. We do not automatically place the fulfillment order with Amazon.Com so that you, as parent or guardian, have ultimate control over the gifts and incentives your child earns by being an Insider.
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Where you can learn more about us
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Weekly Reader Research is a division of Consumer and Custom Publishing, part of Weekly Reader Corporation