Market research tends to be associated with adults, but children’s opinions are just as important and they can offer a very different perspective. If a product or service is aimed directly at children, then it’s vital to get feedback from the appropriate age group so that changes, improvements, and developments can be made. And it’s not just a one-way street: children actively enjoy taking part in paid market research because it’s a fun and stimulating experience, plus there are great incentives offered in return for their time. Parents might be concerned about allowing their children to participate, but there are strict guidelines in place to ensure that children are safeguarded throughout the process, such as a code of ethics and the necessity of parental consent. More information on this can be found in publications such as the MRS Code of Conduct.
Why do brands want to hear from children?
Children think differently to adults and that is what makes their opinions so vital, especially when talking about a product, service or idea that is aimed squarely at them. Children can be relied on to provide honest, non-censored opinions and their thoughts and feelings tend to be more spontaneous than those of adults. Children also have a fresh perspective on the world, which has not been influenced by many years of exposure to advertising and subliminal messaging. Being naturally present and free-spirited, children are less likely to be swayed by the ideas or opinions of others.
What types of paid market research can children take part in?
The types of market research that children take part in are broadly the same as those that adults do, though they will be carefully tailored to make sure they are fun and easy.
- Friendship pairs. In this method, two children who know each other are interviewed at the same time. Talking to two children who are already friends banishes feelings of shyness or fear and encourages open, free-flowing discussion.
- Focus groups. These are a wonderful way for getting children really engaged and stimulated, and provide a lot of fun for everyone involved. Children love to be listened to, and will revel in the friendly and positive atmosphere that the researcher will create. They’re also perfect for your children to make friends that share the same likes and dislikes.
- Interviews at home. Sometimes children feel comfortable and most confident when they’re at home in familiar surroundings. Seeing children in their own environment also allows researchers to put what they’re learning about their subjects into context.
- Online communities. Children are so used to using the internet that they can quickly and confidently express their opinions and supply instant feedback. This is also a great method if they are shy or find it hard to interact with others.
What are the benefits?
The main benefit of participating in paid market research is that it is fun. Your child will feel valued and important, and will have an exciting and rewarding experience. They may get to play with new toys and games, or the latest technology and apps, and learn how their opinion can help to shape these things. Depending on the type of research, they may get to meet other like-minded kids and make friends who are interested in similar subjects and brands. There is also the all-important incentive, likely to be toys or vouchers, which will be offered as an appreciation of their valuable time.
If you’d like your child to take part in paid market research, click the button below to learn more and sign up: