Doing research with kids is fun. There’s unique energy present and an unpredictable nature to it. But, it can go south fast. One 10 year old might be super chatty when the next only provides ‘yes’ and ‘no’ answers. Some kids are comfortable talking to strangers, others not so much. And the language we use as researchers might go over kids’ heads.

We’ve just wrapped remote qualitative interviews with kids and teens for a Fortune 100 athletic apparel company and a legacy skincare brand. Here are our top takeaways:

Age matters. Kids 6 and under don’t have the attention spans…

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Current Forward is research & strategy consultancy committed to making insights actionable. HQ in ATX🌵, working with agency & in-house teams around the world.

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