Blumenthal Qualitative Research

Children/Teens Selected Project Summaries
Type of Client	Methodology	Specific Research Objectives	Business Application
Game Manufacturer	Focus groups with: Children Teens Adults	Explore the psychology and sociology of game playing Gain insight into players' relationship with a particular game Develop hypotheses to be tested in quantitative research	Provide direction for: Marketing strategy New product development
Web Portal Targeted to Children	Assignment to visit the website and perform certain tasks (prior to the session) Observation of the children as they revisited the site, navigated it, and interacted with it In-depth interviews with parents and children	Gain feedback to the site in terms of: Ease of navigation Content Explore differences in interests, reactions, and abilities of children at different ages Uncover problems and elicit suggestions for improvement	Provide guidance for optimization of the website/portal
Manufacturer of Arts-and-Crafts Supplies	Focus groups with mothers of children ages 4-12 Focus groups with 8- and 9-year-old children	Uncover anticipated challenges and opportunities Explore attitudes toward specific programs and resources Understand boundaries for merchandising Gain feedback to possible names	Help optimize a new retail idea prior to launch
Producer of Videos for Children	Focus groups with mothers of children ages 4-7 Observation of children as they viewed a video segment Interviews with children and their mothers	Learn about the decision process associated with purchasing children's videos Explore responses to: A new product idea A prototype of the product Alternate positionings	Help guide product refinements Help direct the product positioning
Fast-Food Chain	Focus groups with: Teens Adults	Explore motivations for visiting fast-food restaurants Understand how this chain compares with competitors in terms of meeting practical and emotional needs	Develop ideas for improving: The in-store experience Marketing efforts Help build a foundation for repositioning the brand
Publisher	Focus groups with children, which included: Observation as they interacted with different media Discussion of the media (This was the first phase of a research program. Other components of the research included focus groups with teachers and quantitative research.)	Explore differences in children's relationships with print versus broadcast media Learn how these differences affect children's responses to advertising Develop hypotheses to be tested in quantitative research	Develop guidelines for creating captivating, memorable print advertising
Publisher	Multi-phased research program, including: In-person interviews with fifth graders Focus groups and in-depth phone interviews with teachers In-depth phone interviews with teachers who had participated in a beta test	Explore reactions to a new magazine concept Gain feedback to prototypes of the magazine	Provide direction for refining the: Editorial content Design
Broadcast Network	Focus groups with teens	Gauge reactions to the pilot for a new television program	Provide guidance for improvement Elicit ideas for future episodes
Furniture Store	In-depth, in-home interviews with children/teenagers, conducted in their bedrooms	Understand children's attitudes toward -- and relationship with -- their bedroom furniture	Help determine the value of advertising furniture to children/teens Provide input into the development of furniture advertising targeted to children/teens