Insights R Us: How to Gain BIG Insights From LITTLE Influencers

Traditionally, researchers have focused on gaining insights from parents; after all, they are the ones typically buying products for their children. However, children are ultimately influencing these decisions with the products and content they prefer to consume. Children are insightful, creative, candid, and honest – all qualities that can lead to unexpected outcomes. Conducting research with children can be an incredibly rewarding process, but the variables involved are vastly different from research conducted with adults.

This presentation seeks to inform it’s audience of considerations that should be made when your research target is a child, tween, or teen:

• Recruitment to involve parental consent, screening of parents and/or their children, and how to effectively communicate research logistics
• Methodology considerations should be made when targeting a younger audience; certain approaches are better suited for children’s research
• Moderators must create a discussion guide that is not only geared to hold the interest of young participants, but it must be adaptable, as children can be unpredictable, and guide deviation should be welcomed when new ideas are shared