Engage youth participants in meaningful ways
There are many reasons to seek out the perspectives of young people through high-quality research. Organizations stand to benefit – whether they’re marketing goods and services, seeking votes, or pursuing philanthropic support. Governments and civil society organizations have a responsibility to hear from youth, since today’s decisions in areas from climate to healthcare will affect young people for decades to come.
How can organizations engage youth participants in meaningful ways, uncovering insights that will shape more relevant and effective strategies for the future? Whether the research is qualitative or quantitative, youth perspectives should be incorporated early in the design process. Involving young people early lets researchers challenge assumptions, build understanding, and co-create effective designs.
Here are five strategies to help make young people feel heard, respected, and inspired to contribute in qualitative research projects.
1. Design a process that parents/guardians will want their kids to participate in.
Recruitment is an important step in any research project. When it comes to youth, the challenge is twofold. Depending on the age you are hoping to speak to, parents may need to consent first. Therefore, it’s essential to build trust with both participants and parents. Researchers need to anticipate and carefully address parents’ concerns—especially around participants’ safety and data privacy. Easy-to-understand consent forms are crucial. So are clear communications about the value of the project, why youth are being engaged, and how their insights will be used. Once parents have agreed to let their kids participate, researchers should provide regular updates throughout the process to maintain trust and provide reassurance that the work is unfolding as agreed. It’s worth letting parents know that they are also good opportunities for youth to think deeply and share their thoughts on important topics. Beyond simply authorizing young people’s participation, parents can also be partners in the research process.
2. Be transparent about your assumptions, integrating them in your discussion guide.
In any research project, a strategically designed discussion guide is the key to leading rich discussions and unlocking insights. A guide that helps researchers ask questions and listen without preconceived notions is vital. With youth, open-mindedness is especially important. As a starting point, we recommend acknowledging and documenting your assumptions about the generation you’re engaging. These assumptions—whether about their values, behaviours, or needs—can unconsciously shape your questions and the tone of your inquiry, potentially biasing your research. Explicitly identifying preconceptions helps you counteract their influence and identify ways to test them. Try using your assumptions as prompts or areas to explore, inviting participants to confirm, challenge, or nuance them. In addition to mitigating bias, this strategy helps to address the issue of power and control (a perennial tension between young people and adults) by empowering participants to evaluate the research team’s thinking in areas where young people are the experts: their own lived experience. By exposing themselves to respectful critique, researchers can draw out richer, more authentic insights from participants.
3. Account for the different ways people learn and express themselves.
To develop an engaging discussion guide, we usually incorporate different activities or thought-starters, aiming to take different learning and communication styles into account. Some young people are comfortable discussing abstract concepts like fairness or community, while others are more likely to participate when there are opportunities to be creative — like representing their perspective with a drawing or a photograph. Some young people also benefit from hearing questions or information more than once before responding. Be comfortable with silence, and try to allow plenty of time for participants to understand and answer questions, and make space for different kinds of feedback (verbal, written, visual). At the start of the discussion, it is beneficial to spend some time learning about who they are and their life, what is important to them, before jumping into content.
4. Consider whether you are the right person to lead the conversation.
Trust and familiarity can lead to richer conversations, especially when the subject matter is sensitive or complex. It’s important to recognize that you might not always be the best conversation partner. Your presence might unintentionally hinder open dialogue – even if you’re a skilled researcher and socially adept. For more sensitive topics, consider collaborating with community leaders, educators, or cultural representatives who already have established relationships and rapport with the young people you want to engage. These trusted voices can often foster an environment where participants feel more comfortable sharing their thoughts and experiences. Ensuring you have an appropriate moderator not only enhances the depth and quality of the insights gathered but also demonstrates respect for the existing networks and relationships that support youth.
5. Embrace informal language and repeat back for clarity.
When conversation starts to really flow, young participants may naturally begin to use generational slang or informal language. While unfamiliar slang might make you feel your age, it signals engagement and authentic communication – positive signs for your research. It might seem tempting to encourage this participation by mirroring participants’ language, but using slang that’s unnatural for you can be awkward, hindering discussion. The best way to demonstrate appreciation for the insights young people are sharing is to show that you want to fully understand them. Affirm that participants should express themselves using the words they feel best reflect their opinions. Practice reflective listening: repeat back what they’ve expressed in your own words to confirm your understanding. Hearing youth perspectives stated in their own words can be invaluable for brands and organizations alike – it may unlock a fresh perspective or spark ideas. As we age, it’s easy to overgeneralize about younger generations and interpret their thoughts through our own lens. Giving them the chance to clarify or nuance their remarks not only ensures accuracy but demonstrates respect for their unique perspectives.
Researchers’ job is to listen to what participants are telling us, which is much easier said than done. It takes discipline to avoid making assumptions or giving in to confirmation bias. Strategies like those outlined above can help research teams keep their ears and minds wide open. When it comes to research with youth, it’s especially important to listen with an open mind, in part because young people today are more diverse than any previous generation – both in their identities and in their values. As researchers, we need to understand how to engage that diversity. Which groups are we trying to reach? How can we be confident we’re capturing the full range of youth perspectives? If we’ve succeeded in getting diverse perspectives into our sample, how do we ensure we really understand the variety of insights participants are sharing with us?
Every aspect of the research design and process must be intentionally tailored to your audience. Avoid relying on stereotypes about younger generations—don’t assume, learn. Our Gen Z segmentation report can help you understand the multitudes within this young generation. We can also help organizations connect with even younger audiences: the emerging voices of Gen Alpha. Let’s work together to create research that reflects the diverse, evolving perspectives of the next generation.
