38-4 |
Use of diagnostic scales with children |
H. R. COOPER, Brilliant Reflections Ltd., 14 Long Bay Dr., Torbay, Auckland, 1310, New Zealand Very young children are often considered “too difficult” for research. Older children are often used where a product appeals to a wide age range. The perceptions and tastes of young children are very different from their older siblings. It is important to have methods allowing young children to give sound feedback to product developers in products targeted specifically for them. Pictorial scales have been used for many years with young children. Emphasis has been on acceptability scales, particularly the Smiley Face scale, but a wide range of attribute scales can be developed using this approach. These scales give broad separation of products rather than fine distinctions. Distinct differences between points on the scale are critical if the scale is to work well. Pictures have to convey a really clear idea of what is being measured. Examples will be given of both simple attributes, such as Sweetness, and more conceptual ones, like Stickiness. Research on the Smiley Face Scale will also be discussed. The traditional form of this scale is psychologically “neutral” but this has not proved particularly relevant to some Pacific Island and Asian cultures. Creation of a culturally relevant scale is difficult if approached from a Western perspective. Outside views of the culture are often seen as irrelevant. It is important for these scales to be developed within the culture and piloted to ensure their appropriateness in expression and style. Research suggests that the eyes (both size and shape) and the expression of the mouth are the keys to developing successful acceptability scales across a number of Asian cultures. Reference is made to work with Koreans, Pacific Islanders, Thai and Malaysian children.
Session 38, The truth about kids: Update to testing with children
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