Interviewing Young Children: a New Interactive Method - ANZMAC

Sample
Our sample was composed by 53 children (27 boys and 26 girls) aged 3 to 8 years old. The
average time consumed by children to do the experiment was 5 minutes. While children were
accomplishing their tasks, parents were asked about which of the presented toys children
already had. This information allowed us to measure a possible association between the toys
they would choose and those they already owned.
Analysis of the Data
Although our main goal was not actually to measure children’s preferences regarding toys
and situations, the method outlined allowed us to observe that there is no link between the
toys children already had and those they chose at the screen. They chose those they liked
more independently on the fact of already owning them or not. Children choose specific toys
for each specific situation and when they choose the same toys for two different situations,
they do not put them in the same order of preference. There is little difference between boys
and girls regarding the chosen toys, although girls had chosen more dolls and boys more cars.
The most expensive toys are associated with Christmas and their own birthday and children
do not choose the same toys for their own birthday and the friend's one.
Concerning the method itself, which was our main goal for this research, we can say that five
minutes is quick enough to have children motivated and involved. The experiment can even
take longer time if there is a need to add scenarios without children getting annoyed or tired.
They actually asked for more after the exercise was over. Using their own language allowed
them to autonomously participate to the interviews. No adults were called to help. Moreover,
using a computer screen and representing the contents by visual elements let children think
about a game they were willing to play. At the beginning, we aimed to compare the results of
the interactive method with those from a smiling faces scale interview, but we realized that if
we wanted to analyze 12 toys in 5 scenarios, the questionnaire would be too long, mainly if
we also aimed to measure the order of their preferences in each scenario. Therefore, we
decided not to compare both methods and concentrate in the interactive one.
Research Limitations and Implications
The level of knowledge children should have concerning computer and mouse manipulation
can introduce a bias in their responses. Computers are needed to carry out the research.
Moreover, it is tough to measure the reliability of a computer based measurement tool, as
young children, attracted by the forms and colors of some toys, could randomly click in some
of them. The interactive method was used to measure children preferences of toys regarding
specific situations. This same method can allow researchers to measure brand and logo
recognition, pre-testing packaging, logos, brand names, characters. This can also allow
children to create marketing elements by placing shapes, colors, designs, etc. Moreover,
sending the software by internet allows companies and researchers to cover big samples with
small costs. Finally, it is an appropriate method for cross-cultural research, as only the off
voice should be adapted.
695