L&E Webinar Series
Insights R Us: How to Gain Big Insights from Little influencers
March 1, 2022 1:00PM ET
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

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. Read more

Becca Nast

Brett Watkins

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. Read more

Kelli Hammock
Event Details
Guests:
- Becca Liss, Senior Manager, Nickelodeon Consumer Insights
- Becca Nast, Manager, Content Research & Evaluation, Sesame Workshop
- Brett Watkins, CEO, L&E Research
- Julie Baran, Manager, Content Research & Evaluation, Sesame Workshop
- Kelli Hammock, Senior Client Solutions Manager, L&E Research