To peek into a child's mind within one hour and get the answers you need requires moderator mastery. We are delighted that we have such "champions" among us.
How and why research with children
Children are the driving force of many buying decisions and, already at an early age, they can greatly influence what will eventually appear in the shopping cart. That is why it is worth studying them, and not just for typical children’s products. A few tips for research involving kids:
In the research, keep boys and girls separate, boys reject anything that girls like. Use smaller groups of children who know each other, it works better. Keep your research short and make breaks. Remember how endless the class at school used to be for you and it was only 45 minutes.
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Jan Štěrba
Marketing Director KKCG Group
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Marcel Klimeš
CEO HIPP
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Jan Aussenberg
Research manager innogy
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Group Research Manager KMV
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