ValidataKIDS was established especially to deliver ultimate results when working with the most complicated audiences.
Thanks to many years of practicing, sharing experience with foreign peers, ultimate immersion in the audience (including constant presence in their media space), non-stop monitoring of professional literature, communication with psychologists, culturologists and anthropologists, we gained a vast expertise in this area.

Our target audiences

Kids are a difficult audience. You need to be fully prepared when communicating with them, and also stay focused all the time.
  • They find it difficult to express their honest opinion yet, they are too used to relying on adults’ opinions;
  • They are very social and dependent on opinions of others (other participants of a focus group, for example) and therefore easily change their mind;
  • Children quickly get tired, they find it difficult to concentrate on something for a long time, discuss abstract topics, etc.

We will be happy to share our expertise in these questions (and more):
  • What would be the best way to segment kids by age?
  • Is it possible to have mixed sessions with both girls and boys?
  • How long can a discussion with kids last at most?
  • Is it possible to test concepts and early ideas with kids?
  • How different are kids in Moscow and the provinces?
  • Is it possible to conduct quantitative studies with kids? If so, how? ​​
Teens may be a very difficult audience requiring a thought-out and subtle approach.

  • While going through a bumpy transition from childhood to adulthood, they are often afraid to open up; they hide behind a mask of a cynic, wishing to look cooler, more mature and serious ;
  • May be confrontational and aggressive;
  • Mosaic thinking in teens implies a very short attention span.
We will be happy to share our expertise in these questions (and more):

  • What questions would work best to start a discussion with teens?
  • Which topics are a taboo when talking to teens?
  • How is a 9/10 year old kid different from a 12-14 year old teen?
  • Is it possible to conduct a mixed session involving 12 and 16 year old teens?
  • Which methods and techniques work best for teens?
  • Is it possible to conduct quantitative studies with teens? If so, how?
Parents as an audience are not as simple as it may seem.

  • The majority look to present themselves and the kid in the favorable light – not only in the eyes of the people they are talking with, but even in their own eyes. Sincere confessions don’t come easy to parents (especially to moms);
  • Modern parents live in the world of non-stop holy warring, and are used to being very zealous about the approaches they have adopted.

We will be happy to share our expertise in these questions (and more):

  • Is it necessary to talk to Russian dads?
  • Is it a good idea to have both moms and dads participate in the same session?
  • Is it necessary / possible to invite a parent to participate in a project together with the kid?​​​​
115184, Moscow,
Pyatnitskaya str., 66 st.5.