Looking for experts who specialize in research of teenagers? Seeking a moderator for teen qualitative research? The Qualitative Research Consultants Association (QRCA) has 398 QRCA members in this field, and we can put you in touch with them!
Qualitative research for teens and youth is designed to reveal their range of behavior and the perceptions that drive behavior with reference to specific teen-related topics, products, concepts or issues. QRCA experts in the teen and youth segment will use in-depth studies of small groups and other methods to guide and support the construction of hypotheses.
QRCA experts in the teen and youth markets use specific techniques such as these to help you to become immersed in the teen world, and learn what you need to know about the teen and youth market:
- In-depth interviews with individual teens, or groups of teenagers
- Videoconferencing, telephone or web-based research
- Teen peer events
- Journal and diary exercises, with in-context observations
- Face-to-face, telephone or online exchanges with teens
- Online bulletin boards
- Real-time communication and “time-lapse” techniques
- Webcam interviews with the teen research group
The benefits of qualitative research when conducting research on teens and youth:
- The research expert is able to truly probe (“Help me understand why you feel that way”), thus providing insight beyond initial responses and rationales
- Synergy among respondents as they build on each other’s thoughts, comments and ideas
- The interviews or group discussion are dynamic, thus engaging respondents very actively
- There is the opportunity to observe, record and interpret critical non-verbal communication
So, if your goal is to better understand the youth and teen market so that you can better meet their needs, qualitative research is a proven discipline that can help you tremendously.
Descriptive research results for the teen market
Qualitative research is different than quantitative research in that the results of qualitative research are descriptive rather than predictive. Qualitative techniques are derived from the social and behavioral sciences: anthropology; psychology; and sociology. Therefore, you can better understand the true wants (feelings, values, etc.) and needs of teens and youth, and uncover their perceptions and values that underlie and influence behavior. You can therefore:
- Uncover strategic directions for communications and branding
- Get valuable feedback and perceptions of marketing messages
- Capture the language and imagery that teens use to describe and relate to a brand, a product or service
- Develop hypotheses for further testing and for quantitative questionnaire development
Qualitative research can also help to develop parameters (i.e., relevant questions, range of responses) for a quantitative study.
If your goal is to better understand teens, or better market to them, a QRCA qualitative expert can help you to:
- Develop a more fine-tuned marketing strategy aimed at teens
- Investigate current or potential products, services, or brand positioning
- Better grasp the dynamics of purchase decisions, or product rejections
- Better understand strengths and weaknesses of a product or a brand among teenage consumers
- Study reactions of the teen audience to ad campaigns, graphic identity or package design
- Study the emotions and attitudes of teens on societal and public affairs issues
QRCA experts provide specialized qualitative research to help you better understand and meet the needs of teens:
- Focus groups
- Social media research
- Online methodologies
- On-site / field interviewing
- Telephone interviewing
- Panels and online communities
- Executive / professionals interviewing
- Usability research
… and more
Are you a qualitative researcher? Learn about the benefits of a QRCA membership.
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No matter where you are, find an expert in your areato help you today. Within the QRCA database there are 398 qualitative research professionals or moderators specializing in the teen and youth segment!
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