Industries Researcher's Guide to Using Mobile Qualitative

Youth Market Research

The best way to get kids’ and teens’ perspectives is to ask them, listen to what they say, and observe what they do from their point of view.  And nobody does that better than Doyle.

Doyle Research has provided qualitative market research services for a wide range of youth-brand clients including LEGO, American Girl, Fisher Price, Hershey, Nestle, General Mills, Neutrogena, Cartoon Network, Radio Flyer and Anheuser Busch Theme Parks.

Market Research for this Ever-evolving Market Segment

In the past, Baby Boomers tended to start the trends and they then trickled down. Times have changed and today it’s the kids and teens who are setting the trends in categories ranging from entertainment to fashion to personal electronics.  Yet not all marketers understand the needs, thoughts and emotions that drive a young consumer to adopt or reject a brand.

Since kids (and sometimes even teens) can’t always tell us why they do the things they do, we immerse ourselves in their world to tease out the rational, emotional and psychological triggers behind their decisions.  To do this, we use a variety of traditional and non-traditional qualitative research methods to help clients achieve a better understanding of this segment.  We select a method (or methods) best suited to our clients’ research objectives, as well as to a participant’s age and technical abilities.

We then craft a research plan that’s designed to keep kids, tweens and teens comfortable and engaged.  Our thought provoking questions and non-judgmental approach can get even the most closed and private youths to open up.  Using a combination of rapport and skepticism, age appropriate projective techniques, and plenty of visual aids, we help you truly understand your product or service from a different perspective.

Doyle Research Knows the Youth Market

Doyle Research has utilized a variety of traditional and non-traditional methods to help clients achieve their youth research objectives including:

Kids

Tweens

Teens

In-person mini-groups

X

X

X

In-person depth interviews

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X

X

On-site interviews/observations

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X

X

Peer Parties

X

X

X

Telephone groups/depth interviews

X

X

Online Bulletin Boards

X

Webcam interviews

X

X

Video Journals

X

X

kideation®

X

 

Each study is uniquely designed to benefit our clients, their understanding of the youth market and the factors that influence kids’ and teens’ purchase decisions.  In addition, DRA uncovers the insights that help our clients determine how to make their brand more personally relevant, create a new product or product line, fine-tune a current design, reach young consumers via appropriate mediums with targeted messaging, or craft a PR campaign that builds awareness and ultimately sales.

NOBODY KNOWS TODAY’S YOUTH BETTER THAN DOYLE.

Articles
Getting Inside Kids’ Heads
Understanding Today’s Teens (PDF Download)
Researching Children

Case Study
Kids & Teens Case Study

youth
 


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