Kids aren’t just “smaller adults” and they deserve our respect. Which means that researching them takes different tools, deeper understanding, and a whole lot of care. 

By Pete Maginn, Managing Director, Commercial Insight 

OK, I’ll admit it, I’m biased! I’ve been researching kids, teens, and families since the early Noughties – so yes, my answer is a resounding yes. But, as any good researcher would say… let me explain why. 😉 

1. Standard Research Methods Don’t Cut It

Most of the usual research approaches that work beautifully with adults… just don’t with kids. 

Early in my career I (foolishly) agreed to run focus groups with six-year-old boys to test written concept boards – all because a client wouldn’t budge. It was, in short, a disaster. 

Picture it: 

• Bored, restless six-year-olds 

• Barely usable insights 

• A frustrated client 

• A blown budget 

• And one very stressed moderator (that would be me) 

The truth is, kids’ research must be built for kids. Everything – from the format to the language, even the timing – must be tailored depending on age, confidence, literacy, and comfort level. Experienced kids’ researchers get this instinctively. They know how to make sessions feel fun, natural, and engaging, while still delivering the gold. 

2. You’ve Got to Speak the Language (Even If You Don’t Speak It)

Just like you’d likely work with an automotive specialist agency for an automotive brand, you need a kids’ insight expert when kids are the audience. 

It’s not just about knowing how to run the research – it’s about understanding their world. 
A good kids’ researcher: 

• Knows how kids think and communicate (but don’t try to “get down with the kids” – major cringe) 

• Understands their rhythms – the ebb and flow of school days, weekends, the time of year, holidays 

• Keeps up with what’s hot – the games, YouTubers, TikTok trends, footballers, and drinks they’re obsessed with this week 

This is in no way exhaustive, but it should convince you that having this knowledge should elevate any piece of bespoke insight work and what not having this knowledge means you are missing out on. 

3. The Serious Bit – Compliance and Care

Then there’s the non-negotiables, the essential things that matter behind the scenes. 

Working with kids means working responsibly.  

That means your agency should: 

• Be fully GDPR and COPPA compliant 

• Have an experienced Safeguarding Lead and strong, regularly reviewed safeguarding processes 

• Go above and beyond on background checks 

• Get proper, transparent consent from both parents and children 

Even if you’re aware of these things (and many clients aren’t), you need to be sure your agency is too – and that they’re set up to handle it all properly. 

The Bottom Line 

Kids aren’t just “smaller adults” and they deserve our respect. 
Which means that researching them takes different tools, deeper understanding, and a whole lot of care. 

If you want genuine, meaningful, and ethical insights about kids or teens, you absolutely need kids’ insight experts in your corner.  

At Beano Brain, you’re not just getting research. You’re getting a team of experts who live and breathe kids’ culture. Our team of former educators and youth development specialists are trained to get the best out of kids and deliver boardroom-ready insights.  

We’re experts in the legalities and protections needed to do responsible & ethical research with children so you don’t have to be! Get in touch for a chat at hello@beanobrain.com, or drop us a line here.