Getting to know people involves many challenges. We usually think of adults when developing market research. However, in many geographies, children form a segment that many brands want to satisfy with products that meet their expectations and those of their parents. In Brazil, according to IBGE data, just over 26% of the inhabitants in permanent households are 19 years old or younger. In Mexico, according to INEGI data, almost 34% of the population is in the same age range.
With these figures, it is understandable that the participation of minors should be involved in projects that allow us to understand their experiences and concerns. As is to be expected, the treatment of this group is very delicate because of the ethical and legal implications that this represents. In the framework of the National Children’s Day in Mexico, we list four recommendations for the successful development of research that requires extending invitations to children.
Privacy. A major concern when taking part in research protocols is the protection of our personal data. This situation has more repercussions when we contemplate minors. The guidelines for Market Research agencies are very clear in this regard, as well as local legislation on the subject. It is highly recommended to pay more attention, if possible, to privacy notices and to declare all the objectives pursued by the studies where children are considered.
Consent. Although children cannot legally consent, they must be informed of the tasks we want them to perform and their express and tacit permission must be obtained. At the same time, their parents or guardians must sign and clearly express their permission for their protégés to be part of the projects. To get a positive response in this area, fair and balanced treatment must be offered in the form of transparent rules and a proportional incentive.
Schedule. Seniors live in a plethora of realities. As time progresses, it is increasingly feasible to find participants on a wider variety of schedules and platforms. The same scenario is not true for children. Most are enrolled in school and therefore must adhere to well-established schedules. This reality leads us to investigate patterns of days and times where potential participants have the possibility of being present without rushing or cancellations.
Treatment. Each socio-demographic segment has particularities that oblige us to offer a differentiated treatment. This segmentation includes the use of forms of socialization and communication specific to each age group. Minors are no exception. It is no open secret that this is one of the most demanding sectors and that it requires expert analysts in this area. It is also worth remembering that despite their age, children are intelligent and can be considered for more activities than we think.
We know there are more recommendations to cover this sector. We have even addressed other tips in previous posts on this blog. In the end, it is a priority to be aware of paying much more care in the details of investigations involving infants. We take this opportunity to send greetings and congratulations to the little ones at home. In some cases, the vocation for Market Research was born in the first years of life.
In Acertiva we have developed studies involving children and we can support you to meet your objectives in this area. Thanks to our two decades of experience, we can be your strategic ally to meet your LATAM knowledge objectives. Contact us to get your free fifteen minute consultation. From there we can make your next success story a reality.
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