Case Study

Using Unboxing to Obtain Parent and Child Reactions


Kids learn best when they are engaged and having fun. So how can a company that creates educational content ensure their products are as engaging as possible?

Our client, a media company who produces kid-focused print and digital content, needed feedback from kids and parents to ensure their new products were on the right track.

To help them obtain this feedback, C+R developed a two-phase qualitative research program. A national sample of parent/child pairs participated in unboxing interviews and follow-up online activities to identify delighters and barriers. Through this research, our client received actionable feedback to make their content even more engaging and fun for kids. 


In Need of Feedback

A leading media company had developed new print and digital educational content for children, but before launching the new products, they needed help understanding the potential opportunities and barriers associated with engagement and purchase.

The client wanted C+R to design a research program that could:

  • Gauge kids’ and parents’ awareness of the brand’s magazine and online content
  • Obtain reactions to the amount, quality, and format of the content, as well as further opportunities for engagement
  • Gather feedback on the current level of “fun learning”
  • Identify barriers and opportunities associated with engagement and purchase


Qualitative Research With Kids and Parents

C+R developed a two-phase qualitative research study and recruited 12 parent/child pairs to participate. Eight pairs included children between the ages of three and eight years old; the remaining four pairs included children aged nine or ten years old. The sample was drawn from across the U.S. and included an equal mix of boys and girls. All kids had a general interest in the topic at-hand; all pairs were non-rejecters of our client’s brand, and all parents currently paid for at least one subscription service of any kind. 

Phase 1 consisted of 60-minute “unboxing” interviews facilitated by webcams. Prior to these interviews, our client shipped sample products to the participants. At the time of the interview, a moderator observed and asked questions as the parent/child pair opened the package and examined the client’s magazine. The client team tuned in live to watch each child’s reactions to the print materials and listen in on the conversations. 

In Phase 2, after completing the webcam interviews, parent/child pairs completed a brief online survey and a few additional activities. The activities were captured via an online message board and revealed whether the child continued to engage with the magazine after their unboxing interview. Activities also provided feedback on the client’s online content, including joy points, and optimizations and opportunities.

The result

Actionable Insights

Our client gained actionable insight into what parents and kids think of their brand, their magazine, and their online products. Through this research, we were able to deep dive into parents’ desire for kid-centric content that’s fun, educational, and highly engaging. Our client also learned what parents are willing to pay for this content, as well as what combination of formats parents find most appealing.

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