Kids

Researching children requires a special approach and acknowledgement of several important elements, e.g.:

• Child’s perceptional abilities, leading to reduction of survey complexity and duration time
• Child’s development stage – relevant vocabulary, visualization of scales, relevant scale design
• Tendency to “wishful thinking”, for example the declaration “I have” often means “I would like to have” in children’s language
• Relatively late development of abstract thinking what impedes conversation about notions, symbols and ideas.

Respecting child rights and providing security is essential. Younger children can be surveyed only in presence of parents; the interview may not affect child’s emotional and physical well-being. In every case parents’ permission is necessary to conduct an interview.

If we understand children’s world, our research with children provides valuable information. It is worth to take a notice of important values within peer groups, understand the meaning of jealousy, dwell into wishes and fears, depending on age. Means of expression should be natural for children – pictures, playing with others, and diaries in case of older children. If possible, the interview should be conducted in natural surroundings and in a familiar environment.

It is usually crucial to include also mother’s role in the process of decision-making about purchased products and brands. Additionally, interviewing the mother gives us information regarding child’s likings and preferences, and how parents are likely to satisfy them. We will learn about parental attitudes towards the subject. An interview with the mother makes it possible to verify “wishful” statements and provides information on purchases and acceptable price.

Write to find out more