How to Moderate Kids & Teens in Qualitative Research | Youth Market Research Best Practices [Roundtable Discussion]

How to Moderate Kids & Teens in Qualitative Research | Youth Market Research Best Practices [Roundtable Discussion]

Let’s face it – researching with kids and teens can feel like stepping into a new world. If you’re wondering how to moderate kids & teens in qualitative research, they’re honest, sometimes unpredictable, and always authentic, bringing fresh perspectives to the table! That’s also what makes them great participants. To get the best insights from younger audiences, you need a moderator with the right mix of skills, patience, and creativity.

At Touchstone Research, we are experts in youth and family market research, working with Gen Z, Gen Alpha, tweens, and teens across focus groups, in-depth interviews (IDIs), UX research, online communities, and ethnographic studies. Our Moderator Roundtable Program brings together seasoned qualitative research moderators to discuss the best strategies for engaging younger participants and conducting effective youth research studies. In this video, hear directly from our moderators about their strategies for connecting with kids and teens in research sessions.

  1. Win Their Trust: It’s All About Rapport
    Younger participants can be like open books—when they feel safe and respected. Here’s how to crack the trust code and open the door for candid feedback:
    Be Relatable: Match their vibe and speak their language! For younger ones, keep the session engaging through activities, use of playful language, and fun visuals. For teens, use language that is clear and relatable, and feel free to sprinkle in some humor – or even share pop culture references.
    Be Real: Be flexible with your script! A moderator who shows authenticity can go a long way – especially with teens. Acknowledging an age gap can happen with a laugh: “Hey, I know I’m not as cool as you, so I’m here to learn from YOU!” Honesty can level the playing field, help disarm tension and empower teens to speak freely and with confidence.
  2. Keep Kids Hooked: Make It Fun
    Kids are all about living in the moment, and they have shorter attention spans than adults. Keeping their attention requires flexibility and strategy.
    Go with the Flow and Adapt: If kids start talking about their dog, roll with it. Ask a couple of questions before gently steering back to the topic.
    Keep It Short and Sweet: With younger kids, brief and interactive activities work wonders. Games, quick polls, or short videos can keep things engaging.
  3. Make Teens Feel Like the MVPs
    Teens? They like being heard—on their terms. These tips can make them shine:
    Let Them Be the Experts: Teens tend to feel comfortable when demonstrating something they know well. Ask them to explain something they’re passionate about or how they do things—like how they use a favorite app or play a game.
    Encourage Open Discussion: Teens feel empowered and encouraged when they know their opinions matter. Frame your session as a chance for them to share their wisdom and personal experiences.
    Tap Into Their World: If they’re into Instagram or gaming, bring it into the conversation to make things feel relevant. When they’re talking about what they love, rather than feeling like they are just answering a series of questions, teens open up more.
  4. Expect the Unexpected: Keep Your Cool
    From shifting attention spans to surprise emotional responses, working with kids and teens is never dull. Be ready for surprises and set expectations ahead of time.
    Set Boundaries: Before starting the session, give clear instructions. If parents are involved, set their expectations too.
    Flexibility is Key: A meltdown? A distraction? It happens! One of our moderators summed it up perfectly in our roundtable meet: “When you’re working with younger kids, anything can happen!” Top moderators are adept at managing these situations.

Why Touchstone Research is the Leader in Youth Moderation

At Touchstone Research, we don’t just moderate—we innovate. Our Moderator Roundtable Program is a continuous learning initiative where our expert team refines techniques, shares best practices, and adapts to the evolving landscape of youth and family research. With decades of experience moderating kids, tweens, teens, and Gen Z, we bring a dynamic, research-backed approach to every session—ensuring participants feel comfortable, engaged, and empowered to share their honest thoughts.

We specialize in online and in-person qualitative research, including focus groups, in-depth interviews (IDIs), UX testing, and online communities, making us the go-to partner for brands looking to unlock authentic, high-quality insights from younger audiences.

Let’s Connect—Engage the Under-18 Crowd Like Never Before

🔍 Need expert moderators for your next youth research study? We’ve got you covered! Whether you’re exploring brand perception, product feedback, entertainment trends, or digital experiences, our team knows how to build trust, keep kids engaged, and encourage valuable insights.

🎯 Let’s make youth research a fun, engaging, and rewarding experience!
📩 Contact us today to learn how our expert moderators can help you connect with Gen Z, Gen Alpha, and young audiences with precision and authenticity.