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Social Media Week

The Decision Makers: The Truth Behind the Family Purchase Dynamic

The Decision Makers: The Truth Behind the Family Purchase Dynamic

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As part of Social Media Week London 2012, Doco is proud to present The Decision Makers: The Truth Behind the Family Purchase Dynamic.

Families in the UK spend around £187B a year yet not much is known about the complicated decision making dynamic that goes into how that money is spent. This session will look at who in the family makes what decisions and how the members of the family influence each other and what role social media plays in inter-family communications and the decision making process.

Join us as we discover who the real decision makers are within the family unit with a panel of experts and key industry commentators including: Dr. Barbie Clarke (Managing Director, Family Kids and Youth), Carrie Longton (Owner, Mumsnet Ltd), Siân To (Owner, Cybher) and Maurice Wheeler (Strategic Planning Director, Doco London).




Dr. Barbie Clarke, Managing Director, Family Kids and Youth

Barbie founded Family Kids and Youth nine years ago. An international youth researcher for over 25 years, she was formerly Director of the Family division of GfK NOP. She completed her PhD in child and adolescent psychosocial development at the University of Cambridge where her research has looked at early adolescents’ (10-14 year olds) use of digital media. A BACP trained child psychotherapist, she has worked with young offenders, and in schools in Tower Hamlets. She has conducted many studies that have been published, both for government agencies and stakeholders.

Barbie regularly gives papers at international conferences, writes articles, and has appeared on TV and radio commenting on youth research. Barbie is spokesperson for the MRS on children’s research. Currently Family Kids and Youth is working on several studies that are looking at children’s interaction with social media. She is LEA Governor of a Primary School, and sits on the BBC Children’s Editorial Advisory Board.


Carrie Longton, Owner, Mumsnet Ltd

Carrie is co-founder of Mumsnet, an online community of parents sharing advice, support and product recommendations. Over the last twelve years it has grown into the UK’s busiest social network for parents with over five million visits a month. Mumsnet now hosts over 200 local sites, a network of bloggers and regularly campaigns on issues including support for families with SEN, improvements in miscarriage care and making Britain a more Family Friendly place both to work and to live.

Carrie currently heads up the commercial, insight and consultancy area of the business. In 2010 she won Red Magazine’s Red Hot Women of the Year and travelled to Malawi with Oxford to raise awareness of maternal mortality. Prior to Mumsnet, Carrie spent fourteen years in television. She was there for the launch of both daytime and night time television, and worked as Clive James’ TV producer both on his travel and studio shows for almost ten years. She studied at St Anne’s College Oxford.


Siân To, Owner, Cybher

Siân is a blogger, PR, social strategist and founder of CyberMummy and Cybher™, the UK’s leading female blogger conferences. Known for her groundbreaking social media led charity campaigns, #Blogladesh and #ShareNiger. She regularly consults for a diverse mix of family targeted brands. Mum to four, she loves cats, vintage kitsch and Morrissey


Maurice Wheeler, Strategic Planning Director, Doco London

Maurice is the Strategic Planning Director and co-founder of Doco, the integrated marketing agency. Over his 15 years of working in the marketing arena Maurice has helped many clients including Nickelodeon, Disney, Microsoft, Tesco, Universal Music, Procter and Gamble and Lego. Some of his more memorable pieces of work include working with TV institution Blue Peter to remain relevant to today’s contemporary audience; helping Tottenham Hotspur understand how they can work closely with their existing youth touch points to better engage today’s young fans – the adult fans of tomorrow; and advising Microsoft on how they can talk more effectively with the family audience for their Xbox games console.

Maurice has been asked to speak at conferences such as The Children’s Media Conference, Cartoon Forum, and MIP Junior, and has written for publications such as Campaign, Marketing Week, and MCV.



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