Introducing contextual laddering to evaluate the likeability of games with children

It becomes more and more recognized that children should be involved in a product’s design and evaluation process. Many findings report on the methodology for usability research with children. However, there has been relatively little analysis of likeability research with children. In this paper, we propose the laddering method—traditionally a marketing method among adults—for likeability research in the domain of child–computer interaction. Three exploratory cases will be described. The cases report on the use of the laddering method with children aged between 7 and 16 to evaluate the likeability of two games. The lessons learnt about the use of the laddering method will be discussed in great detail. In order to adapt the laddering method to work with children, we recommend a variation of this method and call it the ‘contextual laddering method’.

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