Digsite Iterative Days: Leverage Online and Mobile Tools With Kids and Teens - Pam Goldfarb Liss - 2/2/17

1. 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

2. About%Your%Speaker
Pam%Goldfarb%Liss
President/Big(Brain(of(
LitBrains8Igniting(Ideas!

3. LEVERAGE ONLINE & MOBILE
KIDS & TEENS:

4. KIDS & TEENS
WHAT IS ITERATIVE ABOUT KIDS & TEENS
Multiple(Consumer(Touchpoints(
Collaborative(Engagement(

5. 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

6. IF YOU KNOW A KID OR TEEN, THIS IS WHERE THEY ARE MOST OFTEN…
KIDS & TEENS

7. 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

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)

9. 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)

10. 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(opinions
YOU 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(shared
Not(necessary(to(tell(who(of(client,(but(rather(type(of(company
Assure(kid/teen’s(personal(details(are(not(associated(with(their(shares
KIDS & TEENS

11. 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.

12. 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 =
GAMIFY
IT IF YOU
CAN

13. FUN KIDS’ ONLINE/MOBILE EXAMPLE
KIDS & TEENS
My Favorite Drink Is…
by young kids

14. FUN TEEN’S MOBILE EXAMPLE
KIDS & TEENS
What I Did This Weekend?
by teens in May project

15. 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

16. 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(each
Copy(parents(on(all(deadlines,(partnering(with(them(throughout(to(ensure(compliance
ENGAGE
Create(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

17. Thank You!
Any Questions?
Ask for Pam Goldfarb Liss as your Digsite consultant on your next project
(Shameless plug -We think she rocks)