Kids tell us what food they like or dislike with emojis
Emojis are a very popular form of digital communication for adults and kids.
Children are particularly good at communicating with emojis and past studies have shown that emojis are easy for kids to understand.
Regardless of the country they live in or what culture they belong to, kids understand emojis universally.
Recently there has been a lot of interest in understanding the link between emojis and the emotional response to consumer products.
Researchers also conducted a similar test with potato chips in China and USA and similar results were found in both countries when evaluating the product.
Researchers wanted to understand if using emojis in a consumer response scale provided the same accuracy as the industry standard in measuring kid’s emotional responses.
The nine point industry standard scale – also called the P and K Super Good-Super Bad Scale – is a text-only scale which asks young consumers to rate their satisfaction and feelings about food and products.
They are asked to categorise their thoughts and feelings about a product into one of the nine categories ranging from “super bad to “super good”.
For this study, researchers conducted an online study with 214 kids in the US, between the ages of 8 and 11 years.
The kids were asked what they felt about various pizza toppings – whether they liked them or disliked them.
The researchers chose a range of toppings to test the scale.
Kids were also asked what they felt about common experiences such as cleaning their room, visiting the dentist and a school field trip.
The kids rated the pizza topping experience on both the “P and K” scale and the emoji scale.
The results showed that the responses on the “P and K” scale aligned with the answers on the emoji scale. This indicates that the liking and emotional responses for children are interchangeable for ages 8 to 11 years.
Additionally the kids used the entire emoji scale showing no bias for any particular emoji.
Researchers also conducted a similar test with potato chips in China and in USA and similar results were found in both countries when evaluating the product.
Researchers plan to run similar tests in Egypt and countries in Latin America – regions with very different languages and cultures.
If the results are the same as the US and China test, then emojis can be a universal scale for testing products throughout the world.
In the current “P and K” scale phrases like “super good” or “super bad” can have different meanings and connotations in different countries.
But emojis have a universal meaning and can be used as a standard test for product scores from one country to the next. Plus, unlike some of the existing analysis scales that use cartoon faces, emojis don’t have a specific gender or a specific culture.
All in all, the study shows us the emojis are a great alternative to words when it comes to accurately understanding your kid’s feelings about food, products and other experiences.
So, when you want to assess what your child feels about a dish you made, ask them to use an emoji and you will get an accurate reading of whether they like the food you prepared or not.
Source: Food Quality and Preference
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