Provided by Judy Bartkowiak, owner of Kids Brands Europe, a
market research company specialising in researching with mums, children and
teenagers, and author of ‘Learn Market Research in a Week’ to be published by
Hodder in April 2012. 1.
Recruit children in pairs of friends so they
feel safe and relaxed. Recruit 8 for 6, more is chaos. 2.
Stick to just one or two school years max.
Children will be intimidated by those from higher school years. 3.
Do not combine Year 6 and Year 7s. Children in
secondary school are quite different from the top year in Primary. 4.
Children love to feel that their opinion matters
so stress that what they say will make a difference. 5.
Children under 6yrs will prefer if mums are with
them so recruit mum + child even if you will be talking to the child. 6.
Do not provide sugary snacks or drinks unless
you want to peel them off the ceiling. Opt for sandwiches or currant buns. 7.
Throw your list of questions out of the window.
You need a topic guide and be ready to go with the flow. 8.
Video the group because their expressions will
be more illuminating than what they say. 9.
You are not their friend, you are there to do a
job, like their teacher, so be firm if they need it. 10.
They are very tired after school so do your kids
groups on a Saturday or during the holidays. |
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