💡 Open questions — an open challenge so far
In market research, open-ended questions are a valuable tool: They give interviewees space to express themselves in their own words — and give us the opportunity to learn more than what can be measured with scales and selection options.
This is particularly exciting for children: because how children speak, think and feel can rarely be squeezed into ready-made answer categories.
But: Classic open-ended questions have their pitfalls.
The answers are often short, vague, or not very meaningful. Any questions? Mostly not possible.
Until now.
🤖 Now new to KB&B: The AI demand tool
With the 2025 Gaming Study, we used a new tool for the first time at KB&B: AI-powered inquiries with open answers.
This means: For example, when a child is asked, “Why do you like playing Roblox the most? “Just answer briefly with “Because it's fun,” the AI automatically follows suit:
“What exactly do you enjoy about it? ”
“Do you prefer playing alone or with others? ”
“Is there a game that you particularly like? Why ”
This results in multidimensional, contextual answers — not with suggestion, but with curiosity. And best of all: in real time and in the child's language.
🔐 Safe, secure, and built for family marketing
Our AI was developed specifically for use in children and families:
✅ No data transfer
✅ No learning model — the answers don't flow back into a training process
✅ Data protection-compliant and embedded in our proven market research system
The tool is not “ChatGPT for children”, but a closed, clearly defined demand logic, which was built on the basis of our research experience specifically for child and youth surveys.
🎯 The difference in practice
Thanks to the AI inquiries, we were able to gain insights in the gaming study that we would never have obtained using traditional methods:
- Why children prefer to play alone — and when they consciously want to play with others
- What triggers playing with parents emotionally
- How relaxation, competition, self-effectiveness and belonging are linked in the game
- Which games are experienced as “nice”, “exciting” or “annoying” — and why
👉 The special thing: The answers did not come from abstract reviews from parents, but directly from the experience of the children themselves — and that in age-appropriate language.
🚀 What does this mean for our customers?
With the new AI demand technology, we at KB&B are taking a step forward:
- More depth in qualitative insights
- Better connectivity to strategic issues
- More authenticity in target group statements
And all of this is embedded in our proven combination of market research and strategic advice.
For brands in family marketing, this means getting to the questions that are really relevant faster. And safer to find answers that are worthwhile.
📌 Conclusion
AI doesn't replace human interpretation—but it's finally asking the right questions.
With our new demand technology, we get more out of open answers — especially among children.
This makes our studies stronger, our strategies more accurate and our customers even more successful.
📩 Do you want to learn more or start a project where real insights count?
Talk to us. We're asking the right questions.
