Researching children: lying, tracking and best practice
Lena RolandWarc
Researching children's markets is not an easy task, for both practical and legal reasons. Younger children, for example, have a short attention span and a sometimes tenuous grasp of the truth. And the various regulations and guidelines surrounding this particular area are in need of updating as the researchers start to explore the opportunities presented by wearable and trackable technology. These were some of the issues discussed at Kids and Youth Research: Understanding and Engaging Generation Z, an event held by the Market Research Society (MRS) in London in January...