Qualitative research methods have blossomed beyond traditional focus groups and in-depth interviews. They have adapted to children's unique abilities and perspectives. Here is an overview of some alternative ways to gather information from these special consumers. Researchers and marketers can obtain a more complete picture of a child's life and how specific products and services fit into that life by simply watching children, although simple is probably not the best word to describe research that offers an understanding of children's behavior. For example, a child may not be able to recall or explain why he chose a particular pair of athletic shoes.
Observational research is sometimes the only way to get information about the youngest consumers.
Preschoolers who aren't reading and writing yet can't answer standard surveys, and infants and toddlers who can't talk yet have even greater communication limitations. But it's possible to glean all kinds of insights by watching little ones interact with products and other people. In fact, infant research often involves parents' participation because the parent-child relationship is such a dominant element at this stage of life. Other ways to elicit ethnographic insights include asking children to keep diaries of their everyday lives. These may be written, taped, or even on video.