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GUIDELINES TO CONSIDER WHEN INTERVIEWING MINOR IN MARKET RESEARCH
When conducting research with minors (less than 18 years), researchers and insight professionals need to adhere to some specific guidelines to ensure participation as well as generate responses, while making the sessions interactive and enjoyable. We connected with industry experts across Quantitative research, Qualitative research, and Online Panels to get their perspectives and here are some specific guidelines to consider:
A: Key Considerations: Qualitative Research
Inputs: Shivanjali Phatak, Associate Partner and Manisha Ghosh, Research Lead, Quantum Consumer Solutions
  • Understand Ages, Understand Minds: Kids from 3 to 18 years are diverse puzzle pieces, each unique. Knowing their developmental stages is like having a key to their worlds. Tune into each age group's vibe—3-7 years, 8-12 years, 12-15 years, and 15+years —to connect just right.
  • Consent is Key: Seek genuine agreement by explaining your mission clearly. If parents agree but the child hesitates, honour the child's choice. It's more than ticking boxes; it's about genuine agreement from all sides.
  • Connect Before You Discuss: Start with easy topics during rapport-building, like daily happenings, what they like. With teens, ease into sensitive topics. Normalize contentious subjects using a candid tone. Instead of hesitating, casually ask, 'Tell me about Omegle.' Your confidence builds trust, avoiding red flags and preserving connections with their inner world.
  • Child-Centric Moderation: Moderators to balance child-like curiosity with adult professionalism. Observing with interest, responding maturely and patiently, dressing comfortably yet professionally will foster a relaxed atmosphere for child-child interaction, without judgment.
  • Playful Insights: From toys for the little ones to games like monopoly, snakes and ladders for older ones, unlock their universe beyond words. Draw and play for deeper connections.
B: Key Considerations: Quantitative Research
Inputs: Visvanathan Sambasivam, Executive Director, CPG-Retail-Shopper, NIQ India
For Children 14 years or Younger
  • Special care must be taken when conducting studies amongst younger age groups – such as 14 or below. (e.g., parental permission requirements, age restrictions at certain venues, etc.).
  • One must work within the market research ethical guidelines, local country laws and the local country definitions of a child/youth.
  • In all cases, the parent/guardian must give permission, via a screening question on the questionnaire, for the younger child to be interviewed.
  • Parent/guardian may remain present at the interview with their child.
  • Generally, after confirming that the interview is legitimate, they will leave the child to answer the questions on their own.
  • Parent/guardian may assist the child during the interview but should not influence how they answer survey questions.
  • Particular care should be taken with Product Tests, as children may be allergic to certain food products or Parent/guardian may object to children being given certain food items.
For Young people between 15 - 17 years
  • Each market must work within the market research ethical guidelines, local country laws and the local country definitions of “young people”.
  • For some markets, the parent/guardian must give permission, via a screening question on the questionnaire, for “young people” to be interviewed.
C: Key Considerations: Online Panel
Inputs: Celia Lin, VP, Client Service, APAC, Toluna Corporate
  • Obtain Parental Consent: Prior to conducting any research, obtain informed consent from the parents or legal guardians of the participants. Provide clear information about the purpose, duration, and potential risks and benefits of the research.
  • Protect Privacy and Confidentiality: Safeguard the privacy and confidentiality of the participants' personal information. Collect only necessary data, store it securely, and ensure compliance with relevant data protection regulations. Obtain parental consent for any data sharing or disclosure. In the event of any doubt or uncertainty regarding privacy regulations, it is strongly recommended that researchers consult with their legal team or seek legal advice.
  • Use Age-Appropriate Language and Content: Ensure that the research materials, surveys, and questions are suitable for the age group. Use clear and concise language that is easy for participants to understand. Avoid sensitive or inappropriate topics.
  • Provide Opt-Out Option: Offer participants and their parents the option to withdraw from the research at any time without penalty or consequence. Clearly communicate this option and ensure a straightforward opt-out process.
  • Obtain Assent from Participants: Along with parental consent, seek assent from the participants themselves. Explain the research purpose and process in a way that they can understand, allowing them to participate willingly and actively.
  • Clearly Communicate Incentives: If offering incentives for participation, clearly communicate the nature and value of the incentives to both parents and participants. Ensure that the incentives are appropriate and comply with relevant regulations.
By following these guidelines, researchers and insight professionals can conduct research with minors in a responsible manner, ensuring the integrity and validity of their findings, while prioritizing the well-being of the participants.