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Effective techniques for consumer research in a challenging market.[NL] |
M. HEMINGWAY, Studio 4 The Warehouse, Good Sense Research Ltd., St Botolph's Lane, Bury St, Edmunds, Suffolk, IP33 2BE, England Working with children is challenging. This paper is an attempt to provide practical advice for effective research when working with the child consumer. Their role is unquestioned as motivators in purchasing decisions, so how do we tap into their minds and find pragmatic research methodologies to identify the truth about kids' thinking? We will outline recommended techniques associated with case studies that provide insight into how we can understand the child's world and consequently develop communication exercises that result in actionable research results.
Session 38, The truth about kids: Update to testing with children
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