From Paddington Bear to the Teletubbies, brands around the world have endeavored to capture the imagination of children. But what role does qualitative research play in how this is done? And how should qualitative research be conducted when creating children's products?
Understanding Young ConsumersRecruiting Participants
Children are active consumers just like adults. From a young age, they absorb a variety of advertisements, catchy jingles and marketing messages (often with more attention than adults). To truly understand their preferences and decision-making power, brands need to engage with them directly—testing concepts, products and ideas in a way that resonates with them.
However, conducting research with children requires a thoughtful approach that prioritises their comfort and well-being.
Finding the Right Participants
Recruiting participants is the first critical step. We begin by speaking with parents from our panel to understand their child’s personality, ensure they fit the target audience and assess their suitability for the study. Parental consent is, of course, essential before proceeding.
Next, we have a short chat with the children to gauge their confidence and willingness to take part. Since some children are naturally more reserved, we ensure that those selected feel comfortable enough to express themselves openly.
We also make sure to prioritise health and safety by checking dietary requirements and allergies, particularly if product testing is involved.
On the day of the study, we focus on making the environment as welcoming as possible. A thoughtfully designed space encourages children to relax and engage freely. This could include soft furnishings, playful seating, balloons and colouring activities to help set the right tone.
Parental involvement varies depending on the child’s age:- Ages 4 to 12: A parent must remain on-site throughout the session.
- Ages 12 to 15: Parents may leave during the session but must return to collect their child.
- Ages 15 and older: Participants may attend independently with parental permission.
To maintain engagement, sessions are kept short—between 45 minutes to 1 hour 30 minutes—rather than running for extended periods. Breaks are scheduled when needed to keep energy levels up.
For younger children or longer sessions, parents may be invited into the room to offer reassurance and ensure the child feels secure.
Traditional questioning can be limiting with children so interactive methods are preferred. These include:
- Drawing and storytelling – Asking children to draw their favourite toy or tell a story about a character can uncover insights beyond simple answers.
- Games and role-playing – These playful approaches encourage natural responses and help children express their thoughts creatively.
- Visual and sensory tools – Puppets, illustrated cards and scenario-based discussions add an element of fun and engagement.
For research involving children to be truly effective, it must take place in an environment that feels safe, fun and engaging. Equally as important, the right techniques and a skilled moderator are essential to ensuring children feel comfortable while sharing their insights.
If brands prioritise the key elements of a child-friendly approach, they can gain a deeper understanding of their youngest consumers and shape not only innovative products but also uniquely rewarding experiences as well.
