It is already at a very early
age that kids are able to express their preferences
and to make judgements. Accordingly, we start kid’s
research at a very early age– from 3 years onwards
amongst nursery- and pre-school kids.
Used methods are adapted exactly to the psychological
and physical stage of development within each age group;
thereby ensuring optimal results without overstraining
the kids or depriving them of fun.
With increasing
age, the possible research questions become more
complex and achievable results gain in
depth. We can transfer almost all tasks known from
adults’ research to older elementary school
pupils (8-10 years old).
Kids research – What is possible at which
age?
from 3 yrs. on:
behavioural observation
simple preferences
from 6 yrs. on:
scaled evaluations
reasons for preferences or evaluations
understanding product or communication
allocating target groups
ad recall and evaluation
from 8 yrs. on:
measuring brand image
and attitudes
evaluating abstract research topics (e.g. verbal
concepts)
projective tasks
