Our work with data and AI regularly takes us on R&D projects that involve families and young people. We created these guidelines for R&D teams working with children, with tips to help uncover and understand the perspectives of Generation Alpha.

Note: when referring to children, we are following the UK Department for Education’s definition of anyone under the age of 16.

Before your research — consent and age adjustments

1. Before asking a child to participate in your research, you must get the consent of a parent/legal guardian and gatekeeper (where required). Gatekeepers are typically adults in a position of authority and care for children, such as school teachers, sports club or social club leaders.
2. If a gatekeeper, such as a school headteacher, is involved, they must contact parents and children for the purpose of research in their setting. The Department of Education has further useful guidance on this.
3. Finally, the child/children taking part must also give their consent.
4. Adapt consent forms to make them simple and easy to understand for the age group you are working with. Here is an example of a consent form we made for 12 to 14-year-old participants.
5. If you are working with a school, club, or organisation, ask for their safeguarding policy and get familiar with it. Get the contact details of the school’s safeguarding lead and the procedure for raising questions or escalating an issue.
6. Adapt the research method and questions to make them age-appropriate. As a rule of thumb, a child’s focus and attention span will increase as they age.
   • Some platforms suggest that four-year-olds have an average attention span of 8-12 minutes, rising to 20-30 minutes for 10-year-olds, and 30-50 minutes for mid-teens

Explore age-appropriate methods for conducting research with children and young people via the Department for Education.

During the research — safety and wellbeing

1. A researcher should never be left alone with a child. Whether in-person or using an online or remote session, it is best practice to have at least two adults present in the research session.
2. If you are using any devices or online tools during the research session, ensure they have appropriate filters, security, and web blocking active.
3. Regularly check in with young participants during the research session. Be aware of non-verbal cues and the interviewer effect, which can impact their willingness to speak up or stop the research session if they’re uncomfortable.
4. If any issues or concerns arise, however small, notify the designated safeguarding lead.