Exploring innovative methodologies for child‐centric consumer research

Exploring innovative methodologies for child‐centric consumer research Purpose – We discuss the use of creative qualitative techniques for research studies focusing on young participants and encourage the development of what we term a “child‐centric” approach. We hope that by sharing our experiences we can help move forward the discussion of child‐centric approaches and methods, providing a useful starting point for researchers considering conducting qualitative research with children, and food for thought for those experienced at researching the lives of young consumers. Design/methodology/approach – We begin our paper with a general overview of approaches to childhood as a social category, discuss methodological approaches to research with children and review the literature that informed our methodological approach. In the second part of the paper we focus on an empirical investigation, outlining a methodology with which we sought to embrace children's active participation. Our qualitative approach incorporates the following: quasi‐ethnographic methods; interviews; projective techniques and photography. Findings – It is suggested that by shifting our research focus from a top‐down perspective into one that embraces childhood as a culture in its own right, we can greet children within their own language, using terminology they understand, and ultimately providing the context for a more fruitful and exciting data collection process. Our research design was effective in providing children with a voice with which to relate their experiences, and in this way we saw ourselves as facilitators, letting children tell us their own story in their own words. Originality/value – We argue that it is only by recognising and taking on board some of the recommendations that have emerged from the debate concerning research with children that consumer researchers will discover a fuller appreciation of the participants we seek to understand. Lessons from this approach can also be fruitfully used to enhance the experiences of research involving participants other than children who should also benefit from more participant‐centred research designs. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Exploring innovative methodologies for child‐centric consumer research

Loading next page...
 
/lp/emerald-publishing/exploring-innovative-methodologies-for-child-centric-consumer-research-Y4AK00GM13
Publisher
Emerald Publishing
Copyright
Copyright © 2005 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-2752
D.O.I.
10.1108/13522750510592436
Publisher site
See Article on Publisher Site

Abstract

Purpose – We discuss the use of creative qualitative techniques for research studies focusing on young participants and encourage the development of what we term a “child‐centric” approach. We hope that by sharing our experiences we can help move forward the discussion of child‐centric approaches and methods, providing a useful starting point for researchers considering conducting qualitative research with children, and food for thought for those experienced at researching the lives of young consumers. Design/methodology/approach – We begin our paper with a general overview of approaches to childhood as a social category, discuss methodological approaches to research with children and review the literature that informed our methodological approach. In the second part of the paper we focus on an empirical investigation, outlining a methodology with which we sought to embrace children's active participation. Our qualitative approach incorporates the following: quasi‐ethnographic methods; interviews; projective techniques and photography. Findings – It is suggested that by shifting our research focus from a top‐down perspective into one that embraces childhood as a culture in its own right, we can greet children within their own language, using terminology they understand, and ultimately providing the context for a more fruitful and exciting data collection process. Our research design was effective in providing children with a voice with which to relate their experiences, and in this way we saw ourselves as facilitators, letting children tell us their own story in their own words. Originality/value – We argue that it is only by recognising and taking on board some of the recommendations that have emerged from the debate concerning research with children that consumer researchers will discover a fuller appreciation of the participants we seek to understand. Lessons from this approach can also be fruitfully used to enhance the experiences of research involving participants other than children who should also benefit from more participant‐centred research designs.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Jun 1, 2005

Keywords: Children (age groups); Qualitative research; Photography; Ethnography; Consumer research

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off