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PhD Laddering method with preschoolers. Understanding preschoolers' user experience with digital media (PhD B.Zaman)

30/06/2006 - 01/04/2011
  • Type of project: PhD

Above all, this PhD manuscript introduced a three-phase, mixed-method laddering research design that gives preschoolers a voice in explaining their user experiences in a product choice context.

1. The first phase of the laddering research design concerns the product exploration phase, during which the child is given the chance to interact with several digital media products.

2. The goal of the second phase is to prepare the actual laddering interview, using overall user experience ratings. To this end, a preference elicitation and preference strength measure was introduced, relying on a nominally scaled questionnaire with unambiguous, direct attitude question items.

3. For the third and last phase, we presented a child-friendly version of the in-depth laddering interview to reveal the links between perceived salient product attributes on the one hand and the child’s experienced (un)favoured outcomes on the other.

The three-phase laddering research design is new in its approach, because it focuses on two levels of the user experience concept:

  • overall user experience judgments (preferences) as well as
  • attribute-related user experience perceptions (reasons for liking).

This multi-levelled approach towards user experience is adapted from the attitude research tradition, where it has been advocated to investigate product liking in a choice context by considering people’s evaluations of important product outcomes.In several studies, the methods of our laddering research design were empirically evaluated and refined

Although the feasibility of research with preschoolers has often be underestimated because of their rather limited cognitive or social capabilities, this manuscript has shown that young children are able to provide constructive input in research that is aimed at the development and evaluation of digital media. More info at https://lirias.kuleuven.be/handle/123456789/301748

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Last update: 22/04/2011

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