Market Research
We carry out qualitative and quantitative research for public, commercial and academic organisations. Our hands-on involvement assures quality, attention to detail, and interpretation that looks beyond the findings and puts the family, child and youth market in context. We are proud of our research methods which have been developed over many years and which put children and young people at the forefront of every project we do, allowing them to have a voice but ensuring that they are not exploited, harmed or upset by taking part in research.
We have wide experience in:
- Communication Messages
- Media and Digital Media
- Advertising and Sponsorship
- Social and Family
- New Product Development (NPD)
- Packaging and Design
- Creative Strategy
- Segmentation and mapping studies
Our specialisms – please click on each for more details
Ethnographic Research
Ethnographic research produces a detailed and rich description of children and young people’s experience within the context of their everyday lives. Based on observation, field notes, film and interview, ethnography can provide insight into the reality of today’s families; it is a tacit means of explaining behavior and motivation. For more details click here.
The Family Panel
The Family Panel is our own panel with a mix of families with children aged 0 to 16, and including lone parents and ethnic minorities. This is used by our clients for projects including qualitative research, hall tests, family interviews, product tests, and our unique Digital Kids online focus groups.
Childspeak
We are continually adapting and using new types of research methodologies, much of it based on therapeutic methods that help children and young people express themselves. This might be through photos, play, drawings, or online visual concepts.
Digital Kids online focus groups
With an in-depth focus on children’s digital world since 2006, we have successfully developed online qualitative methodology with children and young people. We run online focus groups, bulletin boards and blogs with children, always obtaining parental permission first. For more information click here online focus groups.
Discussion Point online focus groups
Similar to Digital Kids but held with adults, especially parents and grandparents, teachers and stakeholders. For more information click here online focus groups.
Online quantitative research
Quantitative online research is a method that we have developed since 2002 and which has proved particularly successful for clients. We have regularly run projects with over 2,000 children, and parents, including on-line diary keeping for 5 days. We use existing and well run panels to obtain our sample. We are able to carry out sophisticated data analysis using multivariate analysis and produce correspondence maps, cluster analysis and segmentation which help clients to understand their target market.
Responsible Research and Ethical Considerations
We are aware that working with children calls for a deep understanding of child and adolescent development and behavior and Barbie Clarke’s training in child psychosocial development is an important aspect of our ethos. Recruitment of children under 16 is always done through parents or guardians, and we contact the parent first, not the child, to obtain permission to interview on each occasion. Although Market Research Society guidelines suggest consent can be ‘front-loaded’, ie the parent is consenting to multiple future contacts, we believe that it is good practice to inform the parent or guardian, and the child, about the nature of the research before gaining their consent on each occasion, what is described in the British Psychological Association’s guidelines as ‘informed consent’. We are also conscious that the child or young person has the right to withdraw from research at any time. All our staff and associates have enhanced CRB clearance.