Teens

Studying teen behavior and attitudes can be compared to researching and alien culture. Their world has its own laws and is well protected from interference of strangers, that is us, adults. It is extremely hard to obtain authentic, honest opinions from young people. One has to understand their whole world to have them talk openly. It often means turning the research rules upside down, especially in qualitative studies.

Young people (still attending school) are very well trained in hiding their real thoughts. We have to propose them a different co-operation model, which will unlock their emotions and real needs. At Inquiry you can creatively use group conformism, rebellious attitude towards the adult world and even enter the world of adolescent erotic fantasies for your research purposes. We have designed a set of recruitment and moderating techniques, which allow teens to 'unwind' i.e., become opened and honest, criticize things in their own words; all that would be shrugged off in ordinary research approaches. Young people admit in front of us to their likings and habits which remain hidden in normal circumstances.

Also, each age group requires specially designed methods and techniques. Methods and techniques that seem to work well in studying 13-year-olds turn out to be a failure when used on people two years younger or two years older. The sheer presence of a camera or awareness of observers behind the one-way mirror paralyzes 16-year-old girls with fear, while younger girls would run quickly out of the room and look who is sitting there.

Our T↑Inquiry methodology can be easily adjusted to the changing trends among teenage consumers. Teenagers can surprise even the most experienced research team, and their attitudes and motivations are to be constantly learned anew. Thanks to our research, our clients can handle young consumer's demands and requirements.

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