Drawing as children’s language: Contributions of psychology to the enrichment of research methodologies applied to child consumers

Pascale Ezan (1) , Mathilde Gollety (2) , Valérie Hemar-Nicolas (3)

1 NIMEC - Normandie Innovation Marché Entreprise Consommation
2 LARGEPA - Laboratoire de recherche en sciences de gestion Panthéon-Assas
3 RITM - Réseaux Innovation Territoires et Mondialisation

On the basis of knowledge acquired in psychology, this work aims to reflect on the sources of graphic language and how this language can be mobilized in research on child consumers. It provides a methodological framework and legitimizes the use of graphic language by suggesting three ways of structuring data collection (guided drawing, oriented drawing, free drawing) and two techniques for analyzing the corpus according to the research objectives.

Keywords: Child consumer; Drawing; Methodology; Projective techniques

Domains: Humanities and Social Sciences; Business administration

Pascale Ezan, Mathilde Gollety, Valérie Hemar-Nicolas. Drawing as children’s language: Contributions of psychology to the enrichment of research methodologies applied to child consumers. Recherche et Applications en Marketing (English Edition), 2015, 30 (2), pp.78-96. ⟨10.1177/2051570715577942⟩. ⟨hal-02180673⟩