In reality, not in lab only

To understand a child or young person you need to understand the world around them.

Ethnographics and pre-work assignments in normal life show us these contexts.

This produces a detailed and rich description of young people’s experience in their daily lives.

With the use of observation, field notes, film and interviews SMALL will provide insight into the reality of the families of today.

In Real Life

We love to meet the target and interview them.

Moderating and interviewing kids and youth is different from interviewing adults.

We use methodologies that help children and young people express themselves.

This might be through photos, play, drawings, or visual concepts.

In Digital life

With focus on children’s digital world we use online qualitative methods.

We run online focus groups, panels, bulletin boards and blogs.

With Ethical Considerations

We are aware that working with children calls for a deep understanding of development and behavior.

Recruitment of children under 16 is always done through parental consent.

We adhere the MOA ( Center for Information Based Decision Making & Marketing Research see and ICC/ESOMAR International code on market research and social research; see

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