Editor’s note: Christine Efken is senior research associate at Doyle Research Associates, Inc., Chicago. She can be reached at cefken@doyleresearch.com. This article is adapted from a presentation given at the Qualitative Research Consultants Association National Conference on October 21, 2005.
They care about what other teens in the discussion group think about how they look and what they say - or they don’t care at all. They give you open and honest responses - or they gladly make it all up. They care deeply about the product - or they are only participating in your study because they want the money. They are predictable and unpredictable. Yet, they are a powerful consumer segment that in 2005 spent a projected $159 billion in the United States alone. They are teenagers.
There is an old adage: If you want to catch a fish, think like a fish. You may be long past your teenage years, but in many ways, you need to think like a teenager to research teens and catch their true responses to concepts, products and advertising. As difficult as it may be, you’ll need to try to remember what it was like to be a teen and empathize with them. You’ll need a sincere and genuine interest in this population to succeed with them. Perhaps most importantly, you’ll need the ability to be non-judgmental about the opinions they express. Absorb their insights without passing judgment on either the way they express themselves or the ideas themselves. The response of each teen is important since it likely represents the opinions of a significant population that isn’t represented in that particular group.
Prior to conducting a qualitative research study with teens, you’ll want to immerse yourself in their world. Update yourself on teen trends. Listen to their music. Observe them shopping or using their cell phones, MP3 players, laptops and other electronics. Also, it’s easy enough to read their blogs (e.g., www.myspace.com),...