Kids Work

Kids: They make us smile all over!

We’re crazy about qualitative research with kids.

We are one of the few marketing research companies specializing in qualitative research with kids.

  • We have the background, the know-how, and the experience to work with today’s kids.
  • We talk face-to-face and eye-to-eye with hundreds of kids each year.
  • Over the course of 30 years, we’ve developed special methods and techniques for working with kids from the preschool to the teen years.
  • We think kids should enjoy the research experience.
  • Listening to kids explain how they feel is fascinating.
  • They are openly curious and brutally honest.
  • They can be funny, charming, cranky, insightful, and withdrawn—all within the span of a few minutes.
  • There’s nothing better than a hug or a high five at the end of a group or a shopping trip!

BUT… it’s not all fun and games.

  • It takes true expertise to conduct research with kids.
  • They can’t just be treated like short adults.
  • You have to be prepared for anything—nose bleeds, crying, giggle fits, and intimidation.
  • From a developmental perspective, you have to understand what can and cannot be expected from kids at different ages.
  • Their cognitive skills and developmental level impacts everything—from the methodology that is used to the materials that are developed, to the questions that are asked.
  • Kids process information differently and it takes them longer to get thoughts from their brains out of their mouths.
  • Unlike adults, in a research setting, they don’t always behave in socially acceptable ways.
  • They don’t always put on a happy face, and they more often than not, they can’t filter out unhappy experiences, negative environmental stimuli, or physical symptoms like adults can.
  • As a moderator, you have to be a teacher, a traffic cop, a timekeeper, a nurse, a coach, the hall monitor, a parent, and a friend—all at the same time.
  • When you deal with kids, you deal with moms by default. Kids require a different recruiting and screening process.
  • You have a limited window of time so you need to know where you’re going and how you’re going to get there.
  • Kids are incredibly intuitive and they know when you are anxious, rushed, flustered, inauthentic and inattentive.
  • When they are bored, they’ll let you know it. When they’re hungry, they’ll tell you. When they have to go to the bathroom, you have to decide if they are just bored or they really have to go to the bathroom.