Testing Products with Younger Children

We recognise the need to adapt research methods when interviewing children aged 5-10 years.

Our approach goes far beyond cosmetic techniques like 'smiley faces' which often cause more problems than they solve. We firmly believe our approach is a major development in children's research - ensuring reliable and actionable results

We have identified three essentials for enhancing the quality and reliability of interviewing children:
  • full understanding - ensuring children fully understand the questions asked, and what is expected of them
  • expression of true feeling - helping the child express their true feelings about the product
  • trust and rapport - establishing a sensitive and practical interface between interviewer and child, and so creating the trust and rapport essential for interviewing children.