Kids learn best when they are engaged and having fun. But 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, had developed content seeking to engage children to help them learn. They needed feedback to ensure they were on the right track, as well as to identify further needs and desires for children and their parents.
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 to our client's content. Through this research, our client received actionable feedback to refine their offering and make their content even more engaging and fun for kids.
A leading media company created print and digital educational content targeted to children and approached C+R for help in better understanding the opportunities for, as well as barriers to, engagement and purchase for this content.
Specifically, the client sought to:
- 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”; and
- Identify other barriers and opportunities for engagement and purchase.
Our clients gained valuable, actionable insights into what parents and kids thought 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; specifically that it be fun and educational, as well as highly engaging to their child. Our clients also learned what parents were willing to pay for this content, as well as what combination of formats parents found appealing.
The participants' feedback uncovered several opportunities to help our client fine-tune their content to make it even more relevant and engaging for kids. For example, they received feedback on the delighters and barriers of several concepts, as well as recommendations for how to improve the concepts to better meet parents' and children's needs.
C+R developed a two-phase qualitative research study with parents and children. In total, 12 parent/child pairs took part. 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 United States and included an equal mix of boys and girls. All kids had a general interest in the topic of our client's content; all were non-rejectors of our client's brand, and their 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. Clients were able to watch the reactions of children to their print materials live and to hear candid thoughts regarding the delighters and drawbacks.
Phase 2 consisted of approximately 45 minutes of follow-up activities captured via an online message board. After completing the webcam interviews, the parent/child pairs completed a brief online survey and a few additional activities. These activities allowed the clients to learn if the child continued to engage with the magazine after their unboxing interview. It also allowed them to receive feedback on their online content, including joy points, optimizations and opportunities, and other feedback on the content and format.