Presented by Marie Luke at Children's Brea

1. Online Qualitative Research With Children
Marie Luke
Direction First

2. “Never work with animals or children”
WC Fields

3. Kids say the funniest things!

4. The challenges we can face when
conducting research with children...
• Bored and unengaged
• Distracted by the incentive
• (Often the case in sensory research in CLT,
and focus groups)
• Intimidated by the situation/unknown
moderator
• Easily influenced by other kids
• (Sometimes) Impatient mums waiting
outside
• Classroom effect – over claiming
• Excited and hyperactive due to the
attention!
• Nervous!

5. To address some of these issues, we have
been doing the following:
CLT and online surveys Online discussion boards
• Combining observation
methods/followed by groups/depths
• Creating more engaging & interactive
surveys
‘A child’s job is to play, we
should let them’.
Best paper, by young researcher
2010

6. Why online discussion boards can be very
effective with children..
They have thinking Children now more tech
time, and so their savvy, becoming
responses can be more comfortable
considered communicating online
Are online a lot for school Online channel fits
and spare time so not a around school/home
big leap from normality commitments
They have the time to talk They can feel safer at
to friends/family who can home and more
be key influencers of relaxed..no strange
their decisions moderator!
Lastly, children are in this space often and it removes the “researcher
effect” of having a researcher in the room

7. A recent case study..

8. A recent case study..the approach for the qual..
2 boards:
• 1 for girls
• 1 for boys
• 30 children in total

9. What we achieved..
“Hi again everyone, what did
 Fully engaged kids, participating each you do at the weekend? I went
day to the cinema..”
 Long and detailed responses by many
 Able to see how they were feeling “I ate the biscuits on the way
through language and emoticons home today with a friend and
 Good interactivity of photo uploads we loved them!”
 More considered insights as they were
given time to think and talk to “This was great thanks...I really
friends/family about the products enjoyed taking part. Bye
 Very useful insights as to how everyone.”
important brand, packaging and taste
are to children
 Directional insights as to ideas for a “Hi there goodbye and thanks
for having me in this discussion
potential new sweet treat for lunch
it’s been great thanks a lot”
boxes

10. Online qual doesn’t replace other methodologies.
It’s another effective tool for our kit..
..and we should be methodology
agnostic and choose the tools that
work as the needs arises.

11. Thank you. Any questions?
Marie Luke
Direction First