They say never to work with animals or kids, but we disagree!
After meeting thousands of kids from all over the world and exploring their passions and identities, we've developed methods to ensure we capture their perspectives and shape our strategies accordingly. Our projects treat kids as the decision-makers they are, allowing them to be heard and seen on their terms. While it might sound cheesy, our ultimate goal is to give kids a voice in culture, brand, and product development.
Catherine Anstead, Director and Juliet Wood, Associate Director encourage us to embrace kids in our research. Listening to what kids say and observing what they do can bring us closer to the truth. Kids are the holders of generational secrets, brand growth gold dust, experts in play, and leaders of the future. Recognising their power and setting up research to capture their attention is crucial.
First, don’t underestimate kids. Reflect on your assumptions about their abilities and the quality of their ideas. Show them that their thoughts matter to increase their engagement. Second, acknowledge their vulnerabilities. Be aware that peer pressure may cause kids to hold back, especially with older kids around. Consider these social dynamics when planning group activities.
To increase confidence, think about what will motivate them. Offer benefits like satisfaction, exclusive access to brand secrets, skill development, and gamification, highlighting the opportunity for them to express themselves and be heard. You can use familiar communication methods, such as drawing and storytelling, to help them share their perspectives naturally, free from adult biases.
Avoid clouding your view of a kid’s world by looking through the lens of an adult, we encourage you to step out of the office and into the playground. Conduct research in settings where children are comfortable, like their homes, schools, or playgrounds. If these environments aren’t feasible, create a child-friendly atmosphere in research facilities with props and furnishings. It’s important to keep sessions short, focusing on key objectives and avoiding repetition from earlier stages of the research.
It helps if you reframe your questions to be relevant to their world, using familiar language and examples. For instance, ask what superpowers they want to possess or build an exercise where they pretend to speak on TV for five minutes. Practice discussing the research without jargon or complicated language to make interactions less intimidating.
Gamification can elicit intuitive responses, helping kids express themselves when direct questions might be challenging. Use game design mechanics like "pick your player," "decide who wins," or "tell the story of…" to understand emotional responses and the reasons behind kids’ decisions. Balance talking with observing; sometimes, it’s not what they say but what they do that matters.
Be conscious of the balance of power and who the gatekeepers of knowledge are, particularly across different ages. Understand which topics or areas parents may not oversee versus those they are highly aware of. For instance, how does parental oversight of what a child eats change from age five to thirteen? Do parents really know what games kids play?
The kids are in the spotlight, and your chance to demystify their universe is here. Don’t waste the opportunity or let them down. Ensure representation and accessibility from the start, creating safe spaces that accommodate children of varying skills and abilities. Plan for those with physical, language, and learning disabilities or needs. Consistency is crucial; avoid last-minute changes or surprises that may be misinterpreted by younger, more sensitive minds.
Sometimes, research might not go as planned, and that's okay, anyone can find self-reflection hard so don’t be afraid to use the parent/guardian for their observations, when it’s harder for kids to report. The real joy of working with kids is the unpredictability. Embrace it, as there is no one right approach that works for all. Sometimes, you might need to crawl on the floor pretending to be a farmyard animal to get the engagement you need, especially during the post-school "witching hour." On second thoughts, it might be best to avoid that particular time completely.
To find out more about Truth and how we can help, email Hello@Truth.ms
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