RIVA Director, Amber Tedesco, shares from her experiences as a project manager and director of a successful qualitative research company.
We talk about how kids are our future all the time. The role of kids/teens has changed over the past decade and they have become the partial decision-maker in a lot of households. Since kids/teens interact with so much – consumer goods, electronics, automobiles, almost everything adults do – it’s a good idea for companies to make sure they get their view point in their marketing research.
If you’ve ever tried to interview a kid/teen you know it’s not the same as interviewing adults. As Pam Goldfarb Liss mentioned in her blog article, the group size and length are different, questions are phrased differently, sessions are timed differently, even the food you serve isn’t the same.
As the director of RIVA, I have seen the benefits of having an in-house person trained to conduct kid/teen qualitative research sessions for their company. There are those instances when the moderator that was hired for the work becomes ill last minute or has an issue which doesn’t allow them to conduct the sessions. By having an in-house person trained they could step in if needed and are able to work with outside moderators more effectively on the research design.
Since 2012 RIVA has offered a Kid/Teen moderating course that speaks directly to the differences moderators face and how to deal with those changes in qualitative research sessions. This class is very small – only 4 to a class. Our upcoming July 9-11, 2014 class has 2 open seats. Registration is first come/first serve.