Relevance & Research Question:
Market research with children and young people in Germany are so far highly dominated by offline-methods eg. Focus-Groups. Quantitative surveys with children & teenagers are rarely due to comparable high costs and efforts. In comparison to survey with adults nearly none of them – with the exception of OnSite-Surveys on websites like www.toggo.de – are conducted by using the online-methodology of collecting data.
Methods & Data:
To facilitate online market research with children and young people the online panel "FamilyVote" was founded in September 2010 by Tivola, market leader in educational software, and YouGov.
Both partners bring specific expertise to the cooperation: YouGov provides many years of experience in the field of online market research and panel management; Tivola on the other hand, has the know-how for sophisticated entertainment of children and the inclusion of parents. FamilyVote is dedicated to families with children under 18 years old only. Children – in their role as consumers, students or media-audience – can be interviewed online - according to different age groups and using age-specific question types and instruments. On the other hand, parents in their role as sponsor or care taker – can be interviewed - separately or together with their children.
Results:
Since FamilyVote is not a single study, the results consist of the gain in knowledge that has been achieved through the establishment of FamilyVote.
Added Value:
FamilyVote is the first ever market research panel in Germany, which is specifically focused at families, children and adolescents. We would like to present at GOR our experience, knowledge, but also stumbling blocks in the construction of FamilyVote.
Realized by means of numerous surveys from different fields - which are largely determined by the children customers’ topics and issues–, the distinctive aspects in the online survey of children and adolescents are shown.