Coping with COPPA

Guide to Moderating Online & Offline with Kids Using COPPA as a Tool

Today’s Agenda

1.  Learn what COPPA is and how to respect it in future online market research projects with children

2.  Translate rules of COPPA as useful guidelines for all market research with children – online and “off line” (in person)

3.  Partner with mom to make kids research a success and most of all…

Make Every Kid Comfortable & Excited to Participate in Market Research!!!

What Is COPPA?

v  Children’s Online Privacy Protection Act (COPPA) protects the privacy of children under the age of 13 here in the USA from websites collecting personal information

v  It was implemented in 2000 to increase parental involvement in children’s online activities and protect children’s personal information

v  This was created by the US Congress and administered by the US Federal Trade Commission.

v  In 2012, the FTC is actively enforcing COPPA with several large online giants facing scrutiny including Facebook whose pursuit of a series of separate venues for under 13 participants with parent have come under question

v  Originally geared to monitor web sites, this also is tailoring itself to the social media age in 2012 (including Facebook)

v Online market research could certainly be monitored if we don’t as an industry respect COPPA and other EU/Canadian laws concerning children – providing parents with assurances around privacy and safety at all times

What Does COPPA Mean for Market Researchers?

We Need Mom in

Our Corner from the

Beginning…

Age-Appropriate Convenient

Subject Matter

Fun For Her Child

Secure Environment

* Online Bulletin Board moderated with 10 moms of kids ages 6 to 18 on July 18 and 19th, 2012

Online is easy because I don’t have to drive them

anywhere. Plus they log on when they’re done with

their homework. --

I want to make sure the subject is something my kid

is excited about, so he’ll have fun and feel like he helped give his opinion --

If my son has fun participating in

these, it won’t be hard to get him to

do more.

I felt violated when my 10-year old participated in a TV show screening

that included inappropriate language. I won’t let him participate

again –

What Matters Most to Mom

Before I let my child participate, I need to know his information and images won’t be

shared and that the moderator knows

kids

Opportunities for a Mom-Moderator Relationship

Great Kid Respondent

Inform Mom of subject matter, time involved &

moderator experience

Partner with Mom in recruit

to give her opinion on her

child’s ability to do well

Give Mom a role in pre-project

needs to comfort both she & child

on what’s expected

Add in a Series of “Mom

Activities” for Double the

Ideas! (& Getting Mom on Your

Side)

Present a Post-Session

Evaluation for Mom to do with

Her Child

Remember: Safety 1st

q  Assure Her that Information & Images Are Only Used for Research

q  Explain that Subject Matter is Age

Appropriate q  Unveil as Much Background as

Possible on You, the Moderator & Research Team

1.  Recruit THROUGH Parents First, then Talk to Kids

2.  Receive Video-or-Web-Cam Recorded Parental Approval, as well as Written Approval, to Ensure the Real Parents’ Are ACTUALLY On Board

3.  Partner with Parents on EACH Online Stage for Projects with an Under 13 Year Old

4.  Inform Parent of CONTEXT and USES for Child’s Input from Beginning to Assure of Adherence to Privacy Rules

5.  Give Parents Daily/Weekly UPDATES to INFORM of Child’s Impact in Research Objectives (and Keeping them Approving of Research)

Keeping Mom Informed is Key…

What Moderators Owe Kids In Any Research Environment

Fun & Easy Activities

Upbeat Researcher

Respect for Privacy

“I know that by agreeing to allow my child in to research that his information will be shared, but

tell me it’s only used for research. Make sure you tell me what he’ll be sampling or testing, so I am ready for him to ask for me to buy it. Just respect that I hold that trust very dear. If I feel violated, I

won’t do this again.”

“If he likes the subject matter and the questions aren’t too

hard for him, it won’t be so hard to get him to complete the

research project.”

“I want to know who the moderator is, if she’s had experience with kids her age, if she’ll be fun and engaging for

her. The moderator is really important to how comfortable and happy she’ll

be. It makes me feel like it’ll be fun and not work.”

What Kids Need to Succeed in Qualitative Research

KIDS’ MUST-HAVES LIST: q Safe Environment to Speak Their Mind

q Fun Atmosphere that Doesn’t Bore Them

q Sales-Free Subject Matter

q Enough Time to Complete All Questions

q Support from Mom/Dad/Guardian

The Advantages of Using Online for the Under 13 Child…

+  Easy access

+  Intuitive because kids use social media daily – especially web-cam!!

+  Can answer at own pace, so less influenced by group dynamic

+  Doesn’t require as much from mom

−  Less secure environment (digital = Wild, Wild West)

− Concern around sharing of child’s photos and information

−  Unsure of who is moderating online

−  Harder to uncover child’s understanding or misunderstanding of questions if not done via web-cam

− Not sure if answers come from child or mother (if not using web-cam)

Online Pluses - + Online Minuses - +

Why This Mom-Moderator Relationship Matters

Mom Who Knows Her Kid(s) Best

Mom Assured of Context & Subject

Right Kid for Subject

Prepared Kid

Productive Sessions

Importance of Doing the Right Thing

Ask Yourself…

Would you allow your own kid (or one you love)

to participate in your research projects?

You Are Your Best Judge… 1. Don’t Ask Anything You Feel Might Compromise Her Safety 2. Don’t Sell Her Anything You Wouldn’t Be Prepared to Buy for Your Own Kid 3. Don’t Have Her Taste/Touch/Play with Anything You Wouldn’t Have Your Own Kid Try

5 Tips for A Successful Online Experience with Kids.. (that respects COPPA & Kids)

Recruit with Mom to Ensure Child Is Right for Project

Create Age-Appropriate Materials

Use Mom In Your Research to Get Her Support

Engage Kids with Easy-to-Do & Fun Activities

Set Do-Able Timelines for Busy Kids

Got Questions??

LitBrains – Igniting Ideas!

Pam Goldfarb Liss

845-358-2321 (office)

pam@litbrains.com

Appendix: Resources

Resources for COPPA and similar-or-related online child-protection guidelines around the world:

-  Both the Market Research Association and ESOMAR have “positions” that support COPPA within their bylines, which offer guides to market researchers.

-  The EU has a “Safe Harbour” ruling around online privacy protection, but it does not include specific language for children. And as far as I can see there are no current similar government rulings in other countries.

-  There are a number of white papers from online security elements – such as epic.org -- about how to abide by COPPA for marketing online, but in my mind – the best resource is the US Federal Trade Commission’s web site such as www.ftc.gov/ogc/coppa1 that also includes some recent language that allows new ways to receive video approval from parents via web cam