Who's afraid of the wolf?
Kid's Eye: A new tool for qualitative analysis addressing kids
Viviana Codemomarea_marketing research & analysis
FROM MARKETING TO PETER PAN: QUALITATIVE RESEARCH WITH CHILDREN
Doing research with groups of children is often like gambling. The researcher confronts a series of needs that can turn into obstacles:
- creating the situation that fits the kid, that makes it feel at ease, open to self-expression, without leading it;
- choosing a language that is suitable for kids, close to them, straightforward, and not difficult 'capturing' the kids' attention, for them to 'play the game';
- identifying the most adequate...