Everyone knows kids are different from adults. But have you ever thought about how those differences translate to marketing research? In the early days of marketing research (let’s say the “Mad Men” era), marketers assumed that you couldn’t do research with kids because they were too unpredictable and unreliable. So marketing research – and hence, marketing – focused mostly on parent’s opinions and perceptions.

Today, with kids having (1) a huge influence on family purchases, and (2) their own purchasing power, understanding kids is critical for effective marketing.

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L&E recently hosted the workshop "Seeing the Forest for the Trees: Understanding Consumer Psychology for Better Insights" led by Jason Rogers. Jason is Product Expert and Lead Trainer for Noldus, the leading expert in observational behavior in both laboratory and natural settings.

Consumer Psychology – or understanding how and why consumers behave the way they do – is the foundation of Marketing Research. In the workshop, Jason discussed the evolution of Consumer Psychology and how an integrated understanding of consumer thinking, feeling, and behaving can improve the insights you get from Marketing Research.

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Call them Generation Z, iGen, or Digital Natives, today’s kids are the first generation born into the Internet-connected world. How they use technology to interact with brands, and how marketers use technology to reach them, makes them uniquely different from any previous generation. And yet, there are timeless truths associated with how kids develop, what they need, and how they learn, think and behave.

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In our latest eBook, Applying Qualitative Research to Marketing Challenges: Better Insight, More Success!, we explored how qualitative research addresses common marketing and business challenges, such as developing new products or better understanding your brand. For each of those challenges, we included a case study to illustrate how qualitative research provided important insights to marketers.

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Case studies are a great way to expand our thinking about qualitative research and how it can be applied to different business decision making challenges. To follow-up our new eBook, Applying Qualitative Research to Marketing Challenges: Better Insight, More Success!, we present two additional case studies that demonstrate how qualitative research addresses common marketing and business challenges.

The first case study shows how bringing the customer into the boardroom (often through qualitative research) sets the tone for customer-focused decision making. The second case study is actually several case studies that demonstrate how usability testing can save time and money.

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