Market Research With Children – Actionable Findings
One of the major gripes we hear about market research with children from clients with less experience of consumer insight is that they were expecting the children to tell them more.
Our experience suggests that often ‘less is more’ when it comes to children’s market research…in that it’s not about the volume of conversation, and the process of sifting through that for the golden nuggets of insight (as is often the case with adult qualitative research). With kids we find it’s more a case of the spontaneous reaction to stimulus material, and the reason given for preferences for one brand/program/toy/app (etc.) over another that is most revealing.
As such, the foundation of how we test with kids is to ensure we give them the chance to freely express themselves first, followed by introducing the right dichotomies / polarities next to see where they see themselves on the scale, or whether the range of scales of preference we show them includes their preference or if we need to use a different scale.
We have conducted hundreds of research sessions with children, and specialise in this area of research, so we don’t waste time looking for something that isn’t there, instead we focus on what is there and how to maximise the relevance of consumer feedback. Clear actionable findings result from clarity of approach!