innerSense has extensive expertise on kids, teens, and family market research. Apart from being a managing partner at InnerSense, Nicole Hanisch is a systemic family consultant.
The complete family system as well as children of kindergarten and school-age, and teens in their peer groups can be interviewed by depth psychologists who have been specially trained in conducting research on kids and teens.
Different developmental tasks and problems are in involved in the different stages of development. Children’s and family products and brands can provide important support in this regard.
Children see the world through different eyes than adults. They live images and seek other forms of expression than adults. Specially trained psychologists must capture and understand this using survey techniques.
The interplay between parents’ and children’s perspectives is complex and not easy to grasp, because parents project their wishes onto their children and children anticipate these wishes. At the same time, parents today increasingly act as wish fulfillers for their children. Here, too, products and brands can play an important role if they are good at addressing family dynamics and offering everyday solutions.
Children and families are involved in cultural developments. In today’s world, children have a say in decisions from a very early age and are asked about everything, i.e. their decision-making criteria are not only relevant for typical children’s products but also impact food and car purchases, vacation trips, parents’ choice of partner, etc.. Parents want to give their children as much self-determination and freedom as possible. It is difficult for them to set limits for their children and they often seek support from offers and products to which certain aspects of parenting can be delegated.
The research design is drawn up based on the research concerns and the developmental age:
In children’s exploratory rooms with a variety of play materials, we offer different types of study conceptions:
Child explorations (6-14 years) • Parent-child groups or dyads (with children from 3 years) • Family explorations at the families’ homes • Separate child and parent explorations • BuddyPairs and groups • Explorations of peer groups in their natural settings • In-home, studio, and real-life context explorations • Digital survey settings appropriate to the developmental age, e.g. communities and mobile diaries for teens and families.