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

Speakers

Becca Liss

Becca is a Senior Research Manager at Nickelodeon, primarily focusing on show tracking, consumer products, and preschool content testing. Her projects typically combine both qualitative and quantitative methodologies with kids 2-11 and parents, both in the US and Internationally. She has an undergraduate degree in Elementary and Special Education, and a Master’s in Children’s and Educational Media Research. Becca currently lives in Brooklyn with a cat that most likely falls into a chaotic category in terms of moral alignments.

Becca Nast

Becca Nast (they/them) is a Manager of Content Research & Evaluation at Sesame Workshop, primarily focusing on formative research related to content, website games, apps, short-form videos, and parent & educator resources. Becca brings a background in educational theatre and theatre for young audiences to their six years of content research for Sesame Street, Esme & Roy, and more. They have an undergraduate degree in theatre, a master’s degree in educational theatre, and is currently pursuing a master’s degree in educational psychology. Becca currently lives in New Jersey with their wife, four beautiful cats, and an ever-expanding collection of picture books.

Brett Watkins

Brett Watkins is CEO of L&E Research. L&E Research is the premier qualitative research solutions company that provides nationwide recruiting, advanced technology and industry-leading client service. With seven offices throughout the US and nationwide reach, L&E helps brands unlock powerful business insights. When not working, Brett’s passions are wine, physical fitness, taking his dog Riggo for walks, and anything sports related, including his middling golf game.

Julie Baran

Julie is a Manager of Content Research & Evaluation at Sesame Workshop, primarily focusing on formative research related to content, website games, apps, short-form videos, and parent & educator resources. Julie has experience across academic and market research, with expertise in quantitative and qualitative methodologies with children & parents. She has an undergraduate degree in Human Development & Family Studies, and a Master’s in Applied Developmental Psychology. Julie currently lives in New Jersey with her husband and enjoys traveling and spending time at the shore.

Kelli Hammock

Kelli Hammock has been working in market research since 2005, primarily on the operational side in a variety of service areas, and more recently, in proposal writing, screener development, research design, and project consultation. She joined L&E Research in 2019 and absolutely loves the organization and the core values it holds. Kelli’s interests include playing overly intricate and complicated board games, working jigsaw puzzles, and spoiling two ridiculously adorable dogs!