Conducting market research with children requires specialist skills, experience and an approach designed specifically for young participants.

Children communicate differently from adults, so traditional research methods are not always effective. Our researchers create a comfortable and engaging environment where children feel confident sharing all their thoughts and experiences.

Building trust is essential. We speak to children in an age-appropriate way, listen carefully to their perspectives and use research techniques that help them express themselves naturally and honestly. This allows us to uncover genuine insights into what they think, feel and care about.

Our team has extensive experience working with children and young people, enabling us to adapt our approach to a huge range of personalities.

There is no single qualitative research method that works best for children and teenagers. The most effective approach requires you to break it down further and base it on the age group, developmental stage and research objectives.

Children of different ages have very different communication styles, attention spans and cognitive abilities. For example, younger children often respond best to shorter sessions, interactive activities and play-based techniques, while older children can engage in more detailed discussions and provide deeper explanations of their thoughts and experiences. Teenagers are often able to participate in research in much the same way as adults, although sessions typically benefit from being fast-paced, interactive and engaging.

Successful youth market research is not just about choosing a specific methodology. It is about understanding the developmental needs of the audience and tailoring the research approach accordingly. This helps researchers gather more authentic feedback and generate deeper insights from children and teens.

Yes. Focus groups can be an effective way to gather insights from children, provided they are designed specifically for young participants.

We typically recommend focus groups for children aged 7 and above, as they are more familiar with group environments, understand basic conversational rules and are able to share their thoughts and opinions with peers. For younger children, other research methods are often more suitable.

Successful focus groups with children require careful planning, including age-appropriate recruitment, parental consent and safeguarding measures. Sessions are designed using simple language, clear explanations and interactive activities that help children stay engaged and express themselves naturally.

Rather than relying solely on direct questioning, we often use techniques such as storytelling and imagination exercises as well as visual tasks to encourage richer responses. The moderator adapts their communication style to the age group and creates a welcoming environment where children feel comfortable participating.

By tailoring the focus group experience to children's developmental needs, researchers can gather authentic feedback and valuable insights while ensuring participants feel safe, engaged and respected throughout the process.