What(is(Iterative(Insights™(Day?

Iterative(Insights

InQcontext(Learning

Collaborative(Engagement

Multiple(Consumer(Touch(Points

Research(Principals(for(Better,(Faster(Marketing(Decisions

Learn more at: digsite.com/blog/iterative

About%Your%Speaker

Pam%Goldfarb%LissPresident/Big(Brain(of(LitBrains8Igniting(Ideas!

LEVERAGE ONLINE & MOBILEKIDS & TEENS:

KIDS & TEENS

WHAT IS ITERATIVE ABOUT KIDS & TEENS

� Multiple(Consumer(Touchpoints(

� Collaborative(Engagement(

KIDS & TEENS

INGREDIENTS FOR SUCCESS (AKA “THE SPECIAL SAUCE”)

� Meet(them(where(they(are(

� Make(your(study(fun(and(easy(to(do

� Accommodate(their(varied(and(always(unique(schedules

IF YOU KNOW A KID OR TEEN, THIS IS WHERE THEY ARE MOST OFTEN…

KIDS & TEENS

KIDS & TEENS

WHAT DO ONLINE & MOBILE TOOLS UNIQUELY OFFER?

Online(and(mobile(platforms(allow(us(to(observe(kids(&(teens(in(their(real(world((a(real(plus)

Kids(and(teens(are(very(comfortable(sharing(visuals(or(recording(their(every(day(lives((another(advantage)

However,(their(parents(are(not(comfortable(with(us(receiving(these(recordings(and(visuals((a(huge(watch(out)

+

+

8

KIDS & TEENS

RESPECT THE PARENT FACTOR� Safety(is(a(major(concern(for(parents(—

preventing(many(from(allowing(kids(&(teens(to(participate

� Parents(have(3(main(concerns:

� Will(my(child(be(familiar(enough(with(subject(matter(to(contribute?

� Who(will(be(watching(or(reading(about(my(child,(and(how(will(they(use(the(info?

� Is(the(moderator(trained(to(work(with(children(my(kid(or(teen’s(age?

� Transparency(is(a(must(with(all(online(and(mobile(research((Trans8parent8see)

KIDS & TEENS

GOOD SAFETY FRAMEWORK: COPE WITH COPPA

� COPPA(=(Children’s(Online(Privacy(Protection(Act

� Created(by(the(US(Congress(and(‘administered’(by(the(US(Federal(Trade(Commission(since(2000(to(increase(parental(involvement(in(children’s(online(activities(and(protect(their(personal(information(

� Protects(children(under(13(against(online(marketing,(but(many(market(researchers work(to(adhere(to(most(of(these(requested(transparencies(through(age(18

� In(2012,(COPPA(expanded(its(code(of(conduct(to(tailor(itself(to(the(social(media(age(with(cooperation(from(Facebook,(Twitter,(Snapchat,(etc.((Facebook’s(now(offers(a(separate(venue(for(under(13(participants(that(requires(a(parent’s(signature(and(allows(parents(to(view(at(any(time(with(notices(of(any(potential(concerning(actions(from(their(child)

TRANS-PARENT-SEE: TELL THEM THE BASICS

Present(your(experience(and(true(enjoyment(of(kids/teens(to(parent

Offer(yourself(as(an(expert(explorer(truly(interested(in(their(child’s(opinionsYOU ENJOY

THEM

YOUR CHILD IS QUALIFIED

Make(sure(to(not(only(screen(child,(but(talk(to(parent(about(kid/teen’s(usage

Explain(topic(in(general(way(with(parent(to(assure(safe,(easy(topic(for(them

Ensure(that(nothing(will(be(sold(to(kid/teen(during(session

SAFE SHARE SPACE

Unveil(basics(about(how(information(will(be(sharedNot(necessary(to(tell(who(of(client,(but(rather(type(of(companyAssure(kid/teen’s(personal(details(are(not(associated(with(their(shares

KIDS & TEENS

DISAPPOINTED MOM OF A TV STUDY GONE BAD

‘IDEAL WAY TO INFORM PARENTS ABOUT RESEARCH PROJECTS WITH THEIR KIDS’

2014 CO-FUNDED LITBRAINS STUDY WITH PARENTS OF 8 TO 12 YEAR OLDS

KIDS & TEENS

ALL THEY NEEDED TO DO WAS TELL ME WHAT THE STUDY WAS ABOUT…IF I KNEW HE’D BE WATCHING A TV SHOW ABOUT

MURDERERS, WELL…I WOULDN’T HAVE PARTICIPATED…THE REASONS MY KID WANTED WANTED TO PARTICIPANT WAS SIMPLE –

SOMEONE WANTED TO HEAR HIS OPINION AND HE GOT PAID.

SERVE UP OBJECTIVES WITH GAMES

KIDS & TEENS

• Easy(way(to(express(what(they(already(know

• Upbeat,(can8do(moderator(who(is(engaged(and(steering(the(conversation(to(client(purpose(without(effort

• Constant(rewards(both(verbal(and(tangible(ones(for(good(participants

COLLAGES, VIDEO/PHOTO DIARIES, PICTIONARY, MAD LIBS, LOVE/FAN LETTERS

MODERATOR USES IM TOOLS, E-MAIL & ALL WAYS TO CONNECT INDIVIDUALLY WITH PRAISE TO AS MANY AS CAN

EXTRA $ GIFT CARDS FOR CREATIVE ACTIVITIES POSITIONED AS ‘AWARDS’ INCLUDING BEST PARTICIPANT

EXPRESS EXAMPLE

GOOD =

GAMIFYIT IF YOU

CAN

FUN KIDS’ ONLINE/MOBILE EXAMPLEKIDS & TEENS

My Favorite Drink Is…

by young kids

FUN TEEN’S MOBILE EXAMPLE KIDS & TEENS

What I Did This Weekend?by teens in May project

AN INTERESTED MOM WHO HERSELF PARTICIPATED IN RESEARCH BEFORE‘IDEAL WAY TO INFORM PARENTS ABOUT RESEARCH PROJECTS WITH THEIR KIDS’

2014 CO-FUNDED LITBRAINS STUDY WITH PARENTS OF 8 TO 12 YEAR OLDS

KIDS & TEENS

I WANT TO MAKE SURE THE SUBJECT IS SOMETHING MY CHILD IS EXCITED ABOUT, SO SHE’LL HAVE FUN AND FEEL LIKE SHE HELPED

GIVE HER OPINION ABOUT SOMETHING SHE CARES ABOUT

MUST DO REVIEW:

KIDS & TEENS

TRANS-PARENT-SEE

Recruit(through(parents(before(talking(directly(to(kids(using(traditional(recruiting(process

Explain(full(process(of(research(from(time(commitment(to(subject(matter(with(parents

ACCESS

Respect(varied(and(busy(kids(&(teens(schedules(with(24/7(access(to(exercises

Offer(long(lead(time(for(completion(of(exercises(with(reminders(of(deadlines(for(eachCopy(parents(on(all(deadlines,(partnering(with(them(throughout(to(ensure(compliance

ENGAGECreate(fun(activities(that(involve(recording(&(creating,(so(kids(and(teens(share(pieces(of(self

Give(an(optional(visual(or(written(way(to(complete(each(exercise(wherever(possible

Make(it(personal(whenever(possible(with(each(and(every(kid(or(teen(respondent

Assure(parent(that(their(kid/teen(will(have(fun(participating

Thank You!

Any Questions?

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