Context Matters also for Children in consumer research!
User experience and engagement is crucial for accurate results from any consumer research. SAM wanted to gain insight into how engagement levels differ for diverse consumer segments, specifically children and the impact of contextual adaptations had on performance and data quality.
Approach
SAM conducted a quantitative approach followed by a qual ending approach amongst young consumers (aged 7-13years). Participants were split into 3 groups, each assessing two different products.
Group 1: control with no adaptation
Group 2: Context adaptation in sequential monadic
Group 3: Context adaptation in comparative
Context modifications were made to the consumer testing format and physical environment including:
- increased text size
- use of images and icons
- format modifications to display single questions or instructions on a screen
- utilisation of field assistants for supervision and help for those who required it
- emoji scales in black and white
- notification of an extra reward on completion announced part way through the session
Outcome
Overall liking and preference score for products were not impacted by the context adaptation. More nuanced answers and less extreme positive scores were observed with adapted context in a sequential monadic approach.
Appropriate adaptation for consumer research with children leads to increased engagement and motivation scores. Focus can be maintained at a higher level throughout the test during sequential monadic approach with clear, separated instructions and questions. Utilising pictures and visual clues also provided successful interactions and increased confidence to answer questions.
