Best Practices for Younger Focus Groups
Still, there are challenges to dealing with younger people during a research project as well. There may be various regulations and other ethical requirements to be aware of. Angelfish Fieldwork points to several key recommendations in its blog, “Best Practices: Market Research with Children & Young People.”
The issue of consent is paramount for both children and young people. Consent must be granted from a responsible adult. “Furthermore, for the research to be truly useful, the child really must want to take part, and the design of the project must consider the child or young person’s age and level of understanding,” observes Angelfish. The child should be aware that they can withdraw at any time from the project, which is also key if it’s a sensitive subject that may cause distress.
In terms of methodologies, a focus group could be effective for this group as it can create a positive and interactive environment. Angelfish advises that one should be mindful of the age range and the number of participants, as after all a 5-year-old has a much different skill set than a 10-year-old, for example. A moderator’s skills also come into play during this time. “It would be worth bearing in mind the level of skill required from a moderator when conducting focus groups with children. This would need to be a highly skilled moderator as it can be challenging ensuring constant engagement and participation from younger children,” says Angelfish.
Of course, one-on-one interviews can also still work with younger children, as well as video and digital methods, as children (and parents) may be more digitally savvy than in the past. “This technique gives the researcher the ability to build a real rapport with the participant that creates trust between them, thus encouraging them to offer honest responses,” notes Angelfish.
Making sure the child feels secure is important no matter which avenue is chosen. Angelfish notes that in-home interviews are also often ideal, as children may feel more comfortable in their own environment. Still, at all times, parents should be kept in the loop and both children and adults should be communicated with about the study.
Finally, Angelfish also advises that you may also want to offer incentives to children and young people. Common incentives for children include age-appropriate products or vouchers, whereas for young people this can include non-monetary gifts as well.
Connecting with Younger Audiences
In “Connecting with Generation Alpha,” All Things Insights’ Seth Adler had a chance to chat with Alexander Cammy, Manager, Insights & Cultural Intelligence at Paramount. Cammy, along with Sophia Ingram, Director of Marketplace Intelligence, Paramount Advertising, presented a session called “The Rise of Alpha” at the Media Insights & Engagement Conference. Generation Alpha, or the cohort of kids born after 2011, have already lived through many unique experiences. A new study from Paramount Advertising and Nickelodeon explores the factors impacting Gen Alpha’s identity, relationships, community, aspirations for the future and connection with media and brands.
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Research Techniques for Engaging Younger People
We asked Gemini to give us a rundown of additional best practices for conducting market research with children and younger people. Not surprisingly, the themes of ethical considerations, engagement and attention techniques, and effective communication are all paramount when conducting research in this segment.
- Parental Consent: Always obtain informed parental consent before involving children in any research activity. This ensures parents understand the research and have the opportunity to opt-out.
- Age-Appropriate Methods: Research methods should be tailored to the child’s cognitive and developmental stage. Younger children might benefit more from play-based activities or visual aids, while older children might handle surveys or discussions better.
- Focus on the Child’s Voice: Create a safe and comfortable environment where children feel empowered to express themselves honestly without fear of judgment.
- Keep it Short and Fun: Children have shorter attention spans, so research sessions should be brief and engaging. Use games, activities, and interactive elements to keep them interested.
- Visual Aids and Props: Utilize visuals like pictures, prototypes, or toys to help children understand the research topic and communicate their preferences.
- Positive Reinforcement: Acknowledge and appreciate children’s participation. Offer small rewards or thank-yous for their time and effort.
- Simple and Clear Language: Use language that is appropriate for the child’s age and avoid technical jargon. Speak in a clear, slow, and enthusiastic tone.
- Open-Ended Questions: Ask open-ended questions that encourage children to elaborate on their thoughts and feelings. Avoid leading questions that suggest a desired answer.
- Active Listening: Pay close attention to both verbal and nonverbal cues. Actively listen to what children say and observe their body language to gain a deeper understanding of their responses.
Focusing on Test & Learn Techniques
Some additional techniques that came up in our research include pilot testing. Run a pilot test with a small group of children to ensure the research methods are age-appropriate, engaging, and generate insightful data. Training, too, should be kept in mind for researchers and moderators, especially as it pertains to child development and best practices for conducting research with this age group.
Of course, as with any age group, there are advantages and drawbacks. Be mindful of the limitations of research with children. Analyze the data qualitatively, paying attention to themes and patterns rather than focusing solely on numbers.
By following these best practices, you can conduct market research with children and younger people that is not only ethical but also generates valuable insights to inform your product development and marketing strategies.
Video courtesy of Murphy Research
