As conducting qualitative market research with children and young people becomes more and more popular, it’s important that market researchers know how to engage with and empower children to generate the best possible results. Young people and children are still developing - and that means that the way they think, act and communicate is still developing too, which will bring about a completely different level of insights to market research with adults.
Most importantly, when recruiting children for qualitative market research, researchers need to make sure they follow the MRS Code of Conduct and ensure that the children’s health and wellbeing are put above everything else at all times. But that’s not all there is to think about. If you want to generate the best possible results when conducting qualitative market research with children, you need to engage with them and empower them so they feel comfortable and confident enough to open up. Here’s how…
1. Speak to them in a language they understand
First things first, you need to be able to effectively communicate with children and young people in order to engage with them and encourage them to open up. Use simple language that’s easy to understand - but at the same time, try and make sure you don’t patronise them! Due to the rise of social media and texting, Millennials and Generation Z have pretty short attention spans and tend to communicate quickly and in short bursts - with some one-word phrases even being born due to a popular meme. As a result they tend to communicate quickly and in short bursts, which means you need to get your point across in a clear and succinct way. Just make sure you avoid using slang to get them on side - in fact, by far the best advice we can give you is to remain professional yet approachable. Find out more about speaking to Millennials in their language here.
In a nutshell:
- Use simple language
- Be clear and succinct
- Avoid using slang
Your choice of venue can have a huge impact on how well children and young people respond to your market research. First of all, you’ll need to select a safe venue that puts young people at ease - you could even consider carrying out interviews at home where children are most comfortable, or chatting to older children via Skype. However, if you decide on a more traditional venue, try and create a fun and dynamic environment with an informal layout. Avoid boardrooms, classrooms or anywhere that could be intimidating and instead try to create a relaxed and comfortable setup - why not sit on a sofa or bean bags rather than leaning over a desk, for example? Or if you are dealing with younger children, try and come down to their level and scatter some toys around too.
In a nutshell:
- Choose a safe venue
- Create a fun environment
- Make sure they’re comfortable
3. Make sure you reassure them
When conducting qualitative market research with children and young people, it’s really important that you continually reassure them throughout in order to empower them to share their opinions. Stress that all their answers will remain confidential and won’t be repeated to family members and that there are no right or wrong answers. After all, if they feel under pressure to answer in a ‘right’ way or if they are afraid that Mum or Dad will find out what they’re saying, they are less likely to open up. You should be careful not to dismiss any of their answers either - make sure they know you are interested in what they have to say and that their opinion is valued by maintaining eye contact and watching your body language. By doing all this, they will feel more empowered and as if what they have to say is really important - which means they’ll be more willing to open up and share their thoughts and feelings.
In a nutshell:
- Continuously reassure them
- Don’t dismiss any answers
- Watch your body language
4. Be creative, visual and social
When conducting research with children and young people, try and think outside of the box. Unleash your inner child and think back to what you were interested in at that age so you can make sure they remain engaged and enthusiastic. Use interactive and creative methods that that will encourage them to get involved such as creating mood boards or posters, and make sure the variety of tasks you are offering are in bite-size chunks to keep them interested. Of course it goes without saying that anything involving technology will be a sure-fire hit with young people, so you could also try video technology or mobile based activities such as uploading photos and videos - or even taking selfies to show how they use a certain project. You could even use emojis or emoticons to encourage them to rate satisfaction levels; have some fun with it, mix things up and get creative!
In a nutshell:
- Think outside the box
- Offer a variety of tasks in bitesize chunks
- Choose mobile methodologies
5. Selecting the right methodology
Your choice of methodology can have a really big impact on how successful your study with young people is. Group activities such as focus groups are generally a really great way to encourage them to open and and chat, although if you are dealing with more sensitive subjects, older children or shy respondents you might also consider one-to-one interviews. Alternatively, friendship pairs are a great methodology for conducting research with children and young people because it means they can bounce off someone else and have a discussion without feeling under pressure or shy. And of course, mobile based research will always appeal to younger audiences, so you could consider online surveys or MROCs to keep them interested. Whatever you decide, just keep it short and snappy so your audience remains engaged!
In a nutshell:
- Focus groups encourage communication
- Friendship pairs are great for young children
- Shy respondents might prefer one-to-ones
- Mobile-based activities are always a hit
As research with children and young people becomes more popular, it’s really important that you know how to reach out to them and engage with them to ensure you are getting the best possible participants and generating the best possible results for your qualitative research.
If you’d like to find out more about how to conduct qualitative market research with children or young people and need help understanding the unique language they use, download our millennial's cheat sheet today.