Before we can look at different ways to utilize children in research, it is vital to understand and appreciate just what s involved in working with this group of consumers in marketing research. Kids are more fragile and vulnerable than adults and therefore must be handled with kid gloves to protect their interests and ensure they have a positive experience. Whether you are a client, qualitative or quantitative researcher or recruiter, the following principles should help insure that your research with children is productive. When working with any respondents, it s critical to establish good rapport. It s even more crucial with children.
Childhood is a time of great uncertainty and children seek comfort and understanding in their lives.
For children to be most productive in group sessions, they need to feel that they are in a non-threatening environment. Entering the focus group setting can be a rather intimidating experience for a child, since it s not an environment that most kids are familiar with. The moderator must minimize the potential for intimidation. Floor seating is another way to make kids feel more at ease. We recommend floor seating for kids 6th grade and younger.