User research with kids : how to effectively conduct research with participants aged 3-16
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書誌事項
User research with kids : how to effectively conduct research with participants aged 3-16
Apress , Springer Science+Business Media [Distributor], c2021
- : pbk
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注記
Includes index
内容説明・目次
内容説明
If you are a designer, producer, marketer, or researcher creating products for children, it is essential that you are aware of the key differences between children and adults when it comes to user journeys. While children might speak the same language as adult users, what they are actually communicating can be completely different. User Research with Kids explores these differences and more.
Author Thomas Visby Snitker walks you through how to best approach user research with children through the processes of conceptualization, design, prototyping, and eventually the launch. Adults who research kids' experiences venture into a familiar yet foreign land where the inhabitants speak a different (yet familiar) language and have different behavioral norms and values. It is important for researchers to decipher and understand this language. Including children in the process will lead to better targeted and better designed products, and User Research with Kids will help you attain this goal.
Snitker's useful insights in this book will help professionals and students in all sectors of research, design, and innovation. User Research with Kids will teach you how to better work with children using key approaches, such as understanding what play is and holistically measuring experience from a child's cognitive perspective. Apply research rigor and best practices for your next product launch, and expand your user understanding with User Research with Kids.
What You Will Learn
Incorporate play and best practice to a research project with kids as (or among) the participants
Approach, scope, prepare, execute, and report research projects
Choose the method and approach that is best suited for the needs of your project and stakeholders
Who This Book Is ForDesigners, producers, marketers, or researchers with kids as the audience, or students.
目次
Preface An introduction to research with kids
Chapter 1: Understanding kids and their experiences
Design, innovation and the need for research - and KX, Kids Experience
Play is a job to be done
What to expect when you're expecting ... kids for research
Kids research and rocket science
The status of children i n research and i n society - and i n your own mind
Kids: a very picky and playful audience - and research target
A spectrum of play - and a spectrum for research
A free-play research setup
A directed play research setup
A guided play - or games - research setup
(Section on kids development to follow here)
Global research with kids
Research with foreign kids means working with foreign adults
Selecting which cultures to study
Power distance
Individualism (vs. collectivism)
Masculinity (vs. femininity)
Uncertainty avoidance
Long-term orientation
Cognitive differences between Easterners and Westerners
Causal attribution
Categorization based on rules (Western) or relationship (Eastern)
Attention to the field (Eastern) or salient objects (Western)
Task-focus orientation (Western) and socioemotional relational orientation
(Eastern)
Chapter 2: How (not) to ruin perfectly good research in 18 steps
The bias chain - is bias a feature or a bug?
Bias in the scoping phase
For the right stakeholders or client
The right objective or problem or pain or goal
The right product or project
Selection bias
Bias during the preparation phase
The right participants, described i n the right terms
Sampling bias
Description bias
Descriptions i nherited from market research
Skill l evel as a descriptor
Staticity bias
The bias of gatekeepers and professional respondents
Doing the right things
Consensus bias
Right time of day or week or month
Right duration
Right l ocation/setting
Using the right device
Bias during the execution phase
Primed/instructed right
Primed/instructed i n the right amount
Moderated Right
Moderator Bias
Biased Questions
Leading Questions Bias
Misunderstood Question Bias
Unanswerable Question Bias
Metaphorically speaking
Question Order Bias
Biased Answers
Cognitive overload bias
Consistency Bias
Dominant Respondent Bias
Error Bias
Hostility Bias
Moderator Acceptance Bias (Acquiescence bias)
Mood Bias
Overstatement Bias
Reference Bias (Order Bias)
Sensitive i ssue Bias
Social Acceptance Bias
Sponsor Bias
The most dreaded answer: ' I don't know.'
Monitored by the right people
Bias during the analysis and reporting phase
Analysed right
Reported right
Biased Reporting
Positive reporting bias and Publication bias
Presented right
Hindsight bias
Sustained right
Actioned right
Bias is not a bug - i t's a feature
Further reading on bias
Chapter 3: Succeed through better practice
Best practice - or j ust better practice
Compliance to rules and regulations
The General Data Protection Regulation (GDPR)
A consent form
Minimize the collection of unnecessary i nformation
Ensure that all user data (including by 3rd party tools) i s being stored and
processed securely
Give users control of their data
COPPA - Children's Online Privacy Protection Act
ESOMAR Codes and Guidelines
Best practice
Prepare for best practice
Research and report using best practice
Chapter 4: What not to score
The one score to rule them all 78
What i s the Net Promoter Score (NPS) 78
Do you trust in numbers? How many percent? How much on a scale from one to ten?
Bad experiences l ead to l ess spending (Example 1)
Poor customer service experiences l ead to avoidance (Example 2)
Unhappy customers don't complain - they churn (Example 3)
Retaining customers i s better business than acquiring new (Example 4)
User research by numbers
Is i t a stretch to claim that NPS has business relevance?
'How l ikely would you be...
'... to recommend ...'
'... to a friend?'
'... to a relative?'
... in which context?
... scored on what scale?
... why?
Chapter 5: What to score
The System Usability Scale, SUS
A KX - Kids' Experience - score
When to produce the score?
Who does the scoring?
Score what exactly?
Engagement and Curiosity
Usable
Familiarity - conceptual and content
Awareness and salience
Satisfaction and fun
Other evaluation criteria are relevant
(here will follow KX score -case example 1: How kids build their wish lists for Christmas, using major web portals)
(here will follow KX score -case example 2: How kids experience the initial phases of playing top-tier apps)
Chapter 6: How you can use the kids experience score
Build your own experience score
Build behavioural indicators
Define audience (sub)segments
Collate and test
Score and report
Chapter 7 Summary
The joy, delight and beauty of research
If you want kids to use your product or service ...
User research i s not rocket science...
(this section to be continued)
Yes there's bias everywhere, but...
(this summing up section to be continued with 2-3 more items)
「Nielsen BookData」 より
