This latest episode of Now that’s Significant, a Market Research Podcast, sees host Michael Howard, the head of marketing at Infotools, talk to Pam Goldfarb Liss, president and Big Brain of LitBrains-Igniting Ideas!, a full-service qualitative research agency.

Pam Goldfarb Liss is a 25-year-plus veteran qualitative research consultant and moderator who has moderated and interviewed kids and teens from now three generations – Millennials, Gen Z and now Gen Alpha. Her many years of experience includes work with subject matters that range from soda pop and hamburgers to diabetes, urinary tract infections and hospitals. Pam loves the never-know-what’s-coming next insights that come from not just working with this growing demographic, but understanding the context and impact of their ideals and needs.

Pam joined us on the show to discuss how market researchers often ignore one of the most important demographics, which has some potentially significant long-term impact. And that demographic? Children and teens consumers. She shares what some great advice on what is necessary to have success in market research studies with young consumers.