Kids Fluent

connect - engage - inspire

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’. 

of kids 
don’t realise when they’re
being advertised to

the time kids
spend on media
each week
(global average)

of our research is with
kids, 50% is with
their parents

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.


Our survey scripters use the very best in software design to make taking surveys easy and fun for kids, with gamified elements, plenty of drag and drop interactivity, visually exciting without priming kids to respond in a pre-determined way


Our qualitative researchers have an ongoing interest or background in education, play therapy, clubs and activities.  They inspire trust and confidence in our young participants, knowing how to produce the best group dynamic and enthusiasm.

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.

It’s our job to see the world through the lens of a kid.

Kids lack the experience to generate their own heuristics and bias, to memorise and process everything that they see but haven’t experienced.  They see the world from a very different perspective to our own.