Editor’s note: Patt Karubus is vice president of Primary Insights Inc., a Lisle, Ill., research firm.
One of my favorite aspects of qualitative research is conducting studies with kids. I suppose it appeals to the part of me that’s never quite grown up. Their spontaneity and lightheartedness is refreshing and contagious, and often counters the hassles of travel delays and long days in the field.
Following is a look at each part of a qualitative study - from planning through execution - including tips designed to help you get the most out of your research with little ones.
Designing/scheduling the research
It’s generally better to plan for shortened sessions when involving children.
Most kids find it difficult to stay focused for longer than 90 minutes - even when the topic is engaging and there’s lots of interaction.
Also, keep in mind it takes more time to explain instructions and offer directions than it does with adults.
Consider a living-room set-up versus a boardroom look and feel.
An informal setting makes for a more comfortable and less intimidating environment. You’re also able to observe rich nonverbal behaviors.
Consider providing kid-friendly furniture, such as beanbags. Remember there’s a fine line between creating a warm, welcoming environment and one that’s too comfortable. I’ve never had a child fall asleep during a group but I can imagine it happening!
Learn about school holidays by relying on your facility partners. They’ll inform you of days off and norms related to how late you can involve children on school nights.
Plan to feed the kids. Usually we have snacks in the focus group room and offer items before getting started. This gets kids comfortable and wards off distracting hunger pains. Our facility partners know to serve healthy, easy-to-eat snacks - popcorn, pretzels, cheese sticks and apple slices are some favorites.
Food is served in bowls scattered around the room. Remember the spoons - to avoid a lot of little hands in the goodies - and do away with loud plastic wrappers.
Generally no sweets are offered, especially chocolate. Water and juice are also preferred over soda. A sugar high can turn the most well-mannered child into a little monster.
Creating a screener
I’m a believer in asking all terminating questions of moms or dads - allowing older children to simply make the decision to participate or not. During screener development, avoid putting children in the position of being terminated, which can be disappointing.
Recruiting
I recommend recruiting the number of participants that allows taking all youngsters who show. Recently, I didn’t follow this favored practice, resulting in a 10-year-old girl being brought to tears because she wasn’t selected as a participant. Also, recruit kids based on their grade in school versus age. This better ensures children have comparable social skills and life experiences.
At the facility
I visit the reception area and introduce myself to kids and their parent(s) prior to the start of research. This begins the rapport-building with child respondents. Such a meet-and-greet also helps assure caregivers their youngsters will be safe and well taken care of - especially important when parents are not invited to participate.
Further, I begin to get a feel for the kids, learning about their social skills, ability to articulate and comfort level with strangers and unfamiliar surroundings.
Go into a session expecting nothing and prepared for everything, particularly when working with younger kids.
It’s a good thing youngsters do not stifle or edit emotions. It’s also a challenging thing. Because social skills are being refined and energy is hard to contain, youngsters do and say things you wouldn’t expect to see and hear when conducting a group with socialized adults.
The unmonitored feelings and actions of kids have contributed to many of my fond memories and they’ve also created difficulties. For example, one youngster became enamored of his revolving chair, to the point it became a major distraction in the room and for clients viewing the session. Before I knew it, other children got into the act and everyone quickly lost focus. Needless to say, there are now no more spinning chairs available to kids in the room.
Tone of respect
Regardless of whether interacting with kids aged 7 or 17, I’ve learned it’s important to set a tone of respect early on. I’ll adjust my language, as appropriate, from adult- to kid-friendly while avoiding talking down to them.
As with grown-ups, I involve kids in an environment of UPR - unconditional positive regard. Showing respect and caring helps me maintain control and meet client objectives without being autocratic. Further, voice inflection and tone allow me to gently manage dynamics in the room. My goal is to provide structure without imposing stifling rules.
I make a distinction between school and research when explaining logistics and my role. For example: “In school, children are learners. Some of your answers are right and others are not. In research, I’m learning while you’re teaching. And, everything you say is correct while we’re together.”
For the past several years, whenever fitting, I’ve presented backroom attendees to research participants by reversing lights for a few seconds. When dealing with kid respondents, I also offer an opportunity to approach the mirror and take a peek by cupping their eyes with their hands. Most youngsters take me up on this because it’s fun and they’re intrigued by who’s back there.
Often, I’ll ask permission to take digital pictures during research. These images are included in my report to enrich discoveries and give readers a feel and flavor for these young consumers.
Hearts, minds
Qualitative research offers a window into the hearts, minds and souls of consumers. With this in mind - and at the core of all I do when planning children’s research - I am reminded how kids are willing to open this window when feeling safe, secure and respected. I suppose it’s no different than conducting research with adults. Still, such an emphasis seems even more important when dealing with little ones. By paying attention to the big and small details, your research projects should be successful, gratifying and energizing!