QUALITATIVE MARKET RESEARCH
A great many decisions, quite important decision even, are made by the kids nowadays. If they don’t make them, they certainly influence them. Children and teens are really well informed, computer literate and are bombarded constantly with information that they love to share! Kids Brands Europe Qualitative Research enables you to fully understand their influence, their values and beliefs and motivations for purchase.
As families we operate differently from our parents. We allow our kids to have a say, to make choices and we encourage them to get involved in what’s going on in our lives.
There are a great many options when it comes to talking with kids. The first thing to consider is:
Think about your product category and the age group you want to talk to. What is likely to be the most natural way to get them to open up? If you’re not sure, then fill in the initial enquiry form on this site and I’ll help you with methodology.
Children generally open up more when they are with children like themselves so we aim to recruit children in the same year group or if we need to combine a wider age spread we look for children who will have things in common such as watching a particular TV programme or having similar hobbies such as being arty (if we are looking at product design or packaging) creative if we are looking at creative development of an ad or TV programme.
One way to combine a broad age range and mix boys and girls successfully is to run online focus groups over a half term or holiday period or even over two weekends. Children are invited to an online qualitative platform once the recruitment has been done and they are given a question or topic each day. In this way they respond when they have time and can also contribute photos, their own pictures, videos etc to the discussion. By setting the controls so they can’t respond to other children’s comments until they’ve added their own , we can minimise the influence of more extrovert or older children in the group.
Another way to research a spread of ages qualitatively is to run a sequence of mini depth interviews with friendship pairs over the course of a day (usually a Saturday). Typically we can do 8 half hour sessions and cover a wide age range without the problem of mixing the age groups in a focus group environment where the younger children would defer to the older ones.
We can spend time with a family in their home and invite them to talk about specific purchasing decisions either before they buy or after they’ve bought, or both.
Identify the key factors
Who has a say on what?
What sources are they using?
Which graphics appeal to which family member?
Are there other decision makers involved?
What key words need to be present?
In this environment we can photograph anything that could be relevant such as the item being replaced, where it is stored, the condition its in, other options.
We can give the family a task to do before we conduct the discussion such as asking them to research options or visit a particular shop.
QUANTITATIVE MARKET RESEARCH
Firstly let me tell you that I do not directly conduct quantitative research. That’s because nowadays most of it is done by huge companies with fantastic technology and the expertise and resources that I don’t have. This does not mean that I don’t believe in it.
It is just as important , if not more important, to get reliable statistics from very large surveys because if you’re going to invest a lot of money in a project and commit factories to development, potentially risk your brand image, you definitely want to be absolutely sure that its the right thing to be doing. So that means numbers, representative samples, global surveys and the ability to interrogate the data to match the way you look at your market.
It also means asking the right questions because if you don’t then all that money and research is wasted.
To ask the right questions and to keep your survey costs down you need to do some qualitative research first because this will help with terminology – asking the questions in the way kids think about that topic or product category. It will also help with creating a list of pre-codes. It costs a horrendous sum to analyse open ended questions so – close them.
You can probably do all sorts of things with your brand but rather than explore all of the options, why not use qualitative research to find out which ones initially seem like the best fit?
I can help you with:-
getting competitive costs from suppliers
conducting initial qualitative research
designing the questionnaire
advising the suppliers on how to analyse the data
interpret the data
write the research report
present the findings with action points