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. 😉
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:
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.
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:
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.
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:
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.