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GIM Kids  & Teens

Children are different, parents too 

Topic
Children are constantly developing and learning new skills. Their needs, interests and desires are also continually changing. Children are very individual: like adults, they have different mindsets and are affected by different social environments. They are strongly influenced by others (e.g. parents, school), while they appear to be self-determined at an ever earlier age.

These aspects have a direct impact on their preferences and interests, and their perception of products, brands and advertising.

GIM Kids & Teens takes into account the children’s developmental psychological requirements, as well as their social environment (e.g. family, peers). It is important to also bear in mind that children are experts in THEIR world and should be taken seriously as such; they are well-versed and know what is “in”. 


Consequently, market research with children . . .

  • Must be “tailored” to the research question, as well as to the age group.
  • Must be related to the children’s lifeworlds, include activities, games and activate all senses.
  • Must be fun for the children and encourage them to discover things.
  • Must be moderated in an authentic and age-appropriate way.
  • Must understand the children’s language and take them seriously.
  • Requires special analysis and interpretation.

Areas of application 
GIM Kids & Teens can be applied for different research questions, for example:

  • Insight research: Target group analysis, segmentation, life - and consumption worlds, brand orientation of children aged 6 – 12/13 years
  • Marketing: Concept development, concept tests, communication tests, recall-value-tests
  • Product development: Idea generation, product tests
  • POS: Purchase decision processes, orientation in the store at the shelf  

Toolbox

The toolbox of our Kids & Teens research provides a variety of options:

Basics

  • 2-on-1 and 3-on-1 interviews
  • Mini groups (4-6 children)
  • Cross-target explorations with parents and children,

Ethno

  • In-home interviews
  • Diaries
  • Participating observation / video documentation

POS

Accompanied shopping trips are part of the study design, as are teen store detectives. 

Online research

  • Online diaries/assignments
  • Online usability labs or mail agents

Innovation

  • Innovative workshops
  • Expert workshops

 

References