Learn About Conducting Market Research With Parents

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There are 8 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Small in stature, big in importance: With kids being more literal-minded than adults, the scales used during research cannot match those used during research with adults. The author offers examples of the types of question scales that work well with kids and teens and also provides a guide to when researchers should interview a child, his or her parents, or both.
Online in-depth proves its promise: The authors profile an online project that used blogs and other text-based methods to conduct research with moms and dads. Among the goals of the Parenthood Project was to investigate how deeply engaged respondents would be in such an online environment and what level of emotion they would express.
Back-to-school shopping sprees - on a budget
Toys prove a sweet spot in a sour economy
Trade Talk: Changing diapers, thinking about ethnographic research: As he struggles to use various baby-related products, a new father wishes his trials were being watched by a team of marketing ethnographers.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Families in no rush for back-to-school shopping
Is the 'modern' family the model family for quality time?: Respondents with children in the household who are not married but living with a partner report the highest number of hours spent with family each week (31.5 hours), according to data from Chicago research company Mintel.
Not always child's play - getting branded characters to perform: Using animated licensed characters on packaging is one of the oldest tricks of the trade yet brands still struggle to make it work for them. The following article includes the five tiers of using branding characters to create the greatest positive impact.
Guidelines for easing parental fears regarding online research: When interviwing kids online, researchers can take the steps outlined here to reassure nervous parents that family privacy is being respected and that the online research process is safe.
Rethinking how we research and market to families with children: Rather than focus solely on how a kid or a mom would respond to their product, marketers should consider the family unit as a whole and craft messages that communicate inclusiveness, variety, ease of use and value.

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