Case:
adapting an „adult” offer to the needs of children
Target:
families with children in a given age group
Goal:
developing an offer attractive for children aged 10 to 12
Problem to solve:
How to measure the potential of an offer that has to gain approval both of the children and of their parents. Parents and children have different needs and use different selection criteria. Moreover, they possess different cognitive skills which allow to formulate their opinions. In the case of children, it is as important to listen to their opinions as to see their reaction when confronted with the product.
Our idea:
to create a research space in which we can conduct both observation and quantitative and qualitative research
Our solution:
We have developed a powerful hybrid of qualitative and quantitative research. We prepared a location that allowed for a well-organised and attractive display of several versions of the tested product. Participants could freely move around it. Simultaneously, researchers and our Customers were able to observe the room. Participating families could familiarise themselves with the displayed products. Children were using and touching them and their spontaneous reactions were observed. Parents could look at the prices and more “advanced” features of the products. At the end of the study participants were asked to fill out a questionnaire, so that “hard data” was collected from all family members. Chosen families were additionally introduced to participate in a qualitative survey that took place in an adjacent room.
Results:
Win two days we have collected data from over 100 families. We acquired valuable data for a quantitative analysis and invaluable comments resulting from observation of spontaneous reactions and talks and from qualitative surveys. We were able to make a convincing recommendation for our Customer.
