Kids are heavy media users
Kids are early adapters of technology, and become adept at the activities which they spend most time on. Because of their ease and confidence with technology, we adults tend to attribute kids with far more sophistication than they actually possess – the mythical ‘KGOY’.
Ages and stages
When we run qualitative research with kids we vary the methodology according to their stage of development, both cognitive and physical. Research with preschool kids, takes place within the familiarity of home. Research with primary and junior school kids can take place in studio, in school or at home, but the dynamic of peers and siblings becomes much more evident. With teenagers, we know that they appreciate being part of a collaborative development process and reward them differently too.
Observation of body language in qualitative research sessions is given equal importance to the words to articulate a thought, a feeling or behaviour. Play sessions, co-creative activities and games are a good way to both harness the verbal language used by kids and their non verbal cues. That’s why, on some projects, we also use Facial Expression analysis software, screen recordings with video or eye tracking.
APP | Video Games | Adverts | Video Content
Use play sessions, prototypes and role play, screen recording, facial expression coding, eye tracking, traditional interviews, observation, online vimeo surveys.
Brand | Product Testing
Blind taste tests, play sessions, home test diaries and tasks, online communities, stock-the-shop screening, traditional focus groups and observation.