Unlocking Kids and Brands: Market Research with Children and Teens at K&A.

In fast-paced times, child­hood contact with brands and services is essential for later brand experience. In order to under­stand children and teens regarding their daily routine, their peer groups, and their use of brands and markets, we utilize market research tools specifi­cally developed for children.

Besides traditional individual explo­ra­tion and Friend­ship Pairs, our qualitative child and teen market research also utilizes methods taken from child and adoles­cent psycho­therapy (child psycho­drama). Our Kids Research always aims at deeper insights into the emo­tional and cognitive world of adoles­cents. Thus, we do not merely describe the target market, but unlock its behavior and inspire marketing. Experienced working with chil­dren, our moderators uncover possible barriers and fruit­ful insights to address our clients’ target audience in a produc­tive way. Our methodology-toolkit in detail:

  • Deep exploration with children and teens
  • Guided mother-child interviews
  • Age-matched Friendship Pairs (2-3 children familiar with each other)
  • Shopper Safari „through the kids‘ eyes“: accompanied shopping- and event experiences
  • K&A Adolescent Psychodrama (4-8 hours with about 10 teens per psychodrama)
  • The psychodrama approach as a tool to create psycho­logical insights with children and teens.

    Qualitative market research is mainly characterized by focus groups and deep explo­ra­tions. Besides these stan­dard methods, there are additional tools like, for example, the psycho­drama. This method originated in psycho­therapy and was developed by Moreno during the last century. Through specific thera­peutic approa­ches, solu­tions for be­havior change in diffi­cult group pro­cesses can be identified.

    The method was initially adap­ted for market re­search by K&A BrandResearch during the 1980ies, exclusive­ly for dia­gnostics con­cerning mar­ke­ting problems. The open, inter­active approach using various pro­jectile analysis tools and the pro­por­tionate, inten­sive exami­na­tion of the par­ti­ci­pants, lead to numerous in­sights regar­ding the inter­action between brands and indi­viduals, brand diversi­fication, and inno­vations. Via the core discipline of small group role-play, sub­conscious and pre­conscious content becomes tangible for par­ti­ci­pants and visible for clients.

    The method is often used with chil­dren and teens as well. Using various creative techniques like spon­taneous role-play, dream journeys, symbols, collages, and others, marke­ting problems of this young audience become tangible. For research on the other hand, motives and needs become trans­parent. Especially with pre- and primary school chil­dren, psycho­dramatic techniques (figure play, etc.) are help­ful in by­passing the age-related ego weak­ness and limited verbal ability through the re-experi­en­cing and re­creation of situations.

    With the psychodrama, K&A BrandResearch has long­stan­ding exper­tise with over 450 brands in more than 30 countries. As opposed to use with adults, with chil­dren (about 8-10 partici­pants and a duration of 3-4 hours) the method makes use of numerous, quickly changing techniques in order to always main­tain emo­tional ten­sion and the ability to play.

In quantitative market research we have a strong qualitative focus as well. Using our eMOT®-reasoning, packaging alterna­tives, adver­tising ideas, online activi­ties, and child-specific events can be suitably assessed for the target market. Spon­ta­neous reac­tions, implicit message- and impression deco­ding, and observer story­telling are recorded and examined regarding the intended behavioral motives. We provide answers on how chil­dren can best be affected emo­tionally – online and offline. Our combinable research tools:

  • Copy Tests for Kids (simple, visualized screenings)
  • Usage & Attitude-Analyses for parents and children
  • Child-eMOT for packaging, commercials, concept ideas, viral campaigns, events and many more, using child-oriented look-and-feel
  • Brand Experience Analysis (Kids Brand Experience) for target market-specific touchpoint management
  • Shopper Research for children and their „financial sponsors"