More than Just “Snap, Crackle, and Pop”: “Draw, Write, and Tell”: An Innovative Research Method with Young Children

Robert J. Angell

Cardiff University

Catherine Angell

Bournemouth University

Management slant

  • Conducting marketing and advertising research to elicit the opinions and perceptions of younger children, using traditional methods such as questionnaires, focus groups, observation, and depth interviews, may lack validity and reliability.
  • "Draw, Write, and Tell" (DWT) represents a creative method that maximizes validity and reliability by triangulating three constituent stages of data collection to form a single analytical commentary. Children interpret their own creative data, thus limiting the prevalent issue of researcher misinterpretation and bias.
  • DWT is found to benefit practitioners aiming to identify whether an advertisement has been decoded successfully by younger children and has the potential to generate ideas for modifying content and/or delivery of salient messages.