Qualitative Research with Children

Interviewing children presents unique challenges to the qualitative consultant, in terms of project design as well as group management implementation of techniques. Judith employs experience both outside and inside marketing to provide custom solutions to the collection of qualitative data from children and to produce insights into the youth market.

With graduate work in Developmental Psychology and practical experience in a therapeutic setting with behavior disturbed children, Judith draws on group management techniques and creative/expressive play to elicit responses. Her specialized experience also allows her to add understanding of the capabilities and limitations of children in the research setting as well as insight into their consumptive behavior. Judith has conducted hundreds of interviews with children and consulted on the design of numerous custom surveys with children as the target.

Topics she has addressed with children include:

• Assessment of the usage and interest in products such as candy, baseball cards, snack foods, videotapes, and magazines.
• Evaluation of communication effectiveness of commercials.
• Investigation of the decision-making process and the influence of the child on parental purchase behavior.
• Exploration of children's consumer language and evaluation of positioning statements for advertising.
• Assessment of interest in and "playability" of toys and premium items.
• Pretesting questionnaires for quantitative surveys.