Releasing the child within
Editor’s note: Eve L. Zukergood is managing partner of Market Navigation, an Orangeburg, N.Y., research firm. She is also a long-standing member of the Communications Committee of the Qualitative Research Consultants Association.
Much has been written about conducting children’s research, the particular challenges this population presents, the necessity for using specialized techniques, and having a comprehensive developmental grasp of kids. With all due respect to the experts in this field and the many specialized practices it takes to research this very special market niche, I have found that a researcher can become fluent in both the child and adult worlds and understand the similarities of innovation and creativity in both. Understanding how unbridled, uncensored enthusiasm and imagination works, and the flexibility to translate that to the innovation we often seek from adults, can contribute greatly to research projects, especially where fresh perspectives are being sought.
From the broad base of studies I have conducted among these two populations, I’ve gained a new viewpoint on some of the similarities between adults and children, and the potential for the cross-utilization of certain research techniques. I believe this understanding and approach to research can be used in strategic planning; both in the disciplined review of issues and the ideation and brainstorming often used as the first step for development of new products and services.
In a recent study for the building of a new multimillion-dollar library, I was asked to conduct research regarding the building design and new services the facility should offer. Another objective was to determine what kind of connections there might be between the design of the structure and the new services the library would offer.
To narrow the focus we first decided to work specifically on the children’s room of the new library. A preliminary survey was designed and distributed to help identify guidepost topics and issues. Aside from some specific questions about current use of library facilities and services, there were several open-ended survey questions about what children wished for in a library. The very last question asked the children to draw a picture of the library they wanted. Here we were trying to bring in more right-brain, creative input and also give kids an avenue to articulate in a way other than words. It worked particularly well, because many pictures showed shapes, colors and positioning of books, furniture, windows and computers; many new issues and metaphors surfaced. These images gave us a starting point for what to explore and then refine in the focus groups.
Next we conducted focus groups among children of both sexes ranging in age from six to 12. Here the traditional segmenting by sex and age was done. To establish an instant rapport and create a safe environment, kids entered the discussion room with a backdrop of music playing and a large 5x15-foot sheet of paper laid out on a few tabletops. Crayons and markers were scattered around. Participants were greeted, and then asked to step over to the paper and begin to draw the library of the future, along with the moderator.
This technique is particularly useful for adults as well, in terms of loosening them up, equalizing the playing field, and setting the tone for a creative, positive environment. For children (and adults), who often want to behave correctly, and who may be reluctant to verbalize negatives, the method is an alternative channel of creative expression. A freedom is established that can later be expanded upon when having participants articulate their inputs. And heck, it’s fun, which always helps for a nice start.
Variety of material
Using a variety of stimulus material and techniques is key in both children’s and adult groups. This particular research project contained five separate segments. What began as an exploratory, non-evaluative ideation process led to an actionable, easily implemented plan for designing the building and determining the service the library should offer. Physical layout was intertwined with interactive services which were deemed essential for the library of the future. From the viewpoint of a strategic research consultant, this at first seemed like it would be a perilous and almost impossible path to travel, but it worked. Once full expression was achieved, it became easy to focus, rank, evaluate, and adjust and sequence feasible design and service scenarios.
The use of Storysounding™ was particularly helpful in getting the children to articulate their opinions and begin the ideation process. It involves using some sort of drum, or instrument - the more primitive the better - to begin a story sequence. Respondents were arranged in a circle on the floor to enhance the storytelling mood. The technique incorporates sound and touch and creates a sense of safety for participants. Anthropologically speaking, humans have long enjoyed listening to and telling stories. The technique also takes the focus off the moderator’s traditional question-and-answer mode, and facilitates participants listening to each other and building on each other’s ideas - not to mention the element of amusement it introduces. Information just comes pouring out.
Engage the other senses
Another of the market research segments included the use of the magic bag. With participants still in the creative mode, great care was taken to use a technique that would engage the other senses. Here, touch was emphasized, as each participant reached into a velvet bag to pull out some material, object, fabric or toy. This then sparked further speculation from the group as to how this object could be worked into the new library design. We heard about everything from new furniture design to large, naturally lit areas to encourage more usage of the library.
Strategically speaking, while looking for new services to provide, we were also looking for ways to increase both trial and usage and generate self-supporting income streams. These various techniques spawned a lot of imaginative answers, interaction, and either strong likes or dislikes. Further probing was used to get to underlying motivations and values behind the various choices.
At one point, the group was split into dyads and triads. The two objectives were to have participants project to other age groups and test the material that had emerged in the group. Methods like imagining oneself as a younger or older sibling, speaking from the sibling’s point of view, determining how they would react to, say, computers in the café and magazine area, helped determine preferences and variables by age between the various library physical layout schemes and services we had discussed.
Also essential to the evaluative process was the use of a variation of the persuasion design method developed by George Silverman. Participants who enthusiastically supported a certain feature or service being incorporated into the library of the future were teamed with rejecters. Here the role of the moderator is really as observer and listener. Participants in a timed segment try to convince each other of their own points of view, much like what happens in the real world. Within this segment, rating and ranking is also used, and every effort is made to extend beyond top-of-mind preferences to deeper motivations. The word-of-mouth that is generated from the enthusiasts’ and the rejecters’ responses is captured and then woven into the next set of groups. This aids in fine-tuning and analyzing the validity of responses and also helps the research consultant truly make reality-based recommendations.
Don’t spare the music
In conclusion, whether it is getting a read on future market trends, creating new concepts for products and services, designing buildings, or incorporating innovative perspectives into existing products and marketing messages, research techniques used to tap the creative process in children are equally tenable for use with adults. Don’t spare the music, the stories, the markers. Take advantage of the convergence that happens from listening to the word-of-mouth. Most of all, use these techniques to facilitate the open-mindedness and flexibility to journey into the unrevealed. After all, even the best thought-out products, services, marketing plans and strategies begin with some creative spark, perhaps a even a whole shooting star, from some unknown or unseen place.