Global Media Company

Using passive observation to get the full picture of kids’ leisure time

Getting down with the kids

When kids are playing, they can be off in their own world, away for hours. So, our client – one of the world’s best loved entertainment companies – runs a large-scale annual diary study to better understand what kids really get up to in their leisure time. This informs everything from content to products and services aimed at this younger audience. But how could our client be confident that that this strategic study was picking everything up?

 

Our client approached us to add richness to their large-scale quantitative study. We installed Nest Cams and Go Pros in family homes because let’s face it, remembering the ins and outs of each evening is hard enough – never mind for a 5-year-old. This allowed us to go beyond what people say and explore what they actually do. We wrapped up with in-home family interviews to understand differences in observed vs. reported behaviours and to explore what it is that drives kids aged 4-12 to take part in different leisure activities.

 

The Little Things Matter Too

 

Our unparalleled insight into real behaviour has given our client the full picture of kids’ leisure time. Our client now knows where their diary study over or under reports activity and has given them the confidence to make decisions in this category. And as a bonus, they’ve augmented their understanding with new layers of richness – the micro moments that the diary study couldn’t pick up.

 

Want to find out more?

 

Take a look at other examples of our work to learn more about how we help the world’s most ambitious brands accelerate critical decision-making and develop future-ready products, services and strategies faster. If you’re interested in working with Decidedly, get in touch with us now.

“When business priorities change, you have to be agile. I need an agency that understands this and is able to accommodate. Decidedly has been flexible, open, forward thinking and strategic.”
Senior Research Manager, Leading Media Company.

Getting down with the kids

When kids are playing, they can be off in their own world, away for hours. So, our client – one of the world’s best loved entertainment companies – runs a large-scale annual diary study to better understand what kids really get up to in their leisure time. This informs everything from content to products and services aimed at this younger audience. But how could our client be confident that that this strategic study was picking everything up?

 

Our client approached us to add richness to their large-scale quantitative study. We installed Nest Cams and Go Pros in family homes because let’s face it, remembering the ins and outs of each evening is hard enough – never mind for a 5-year-old. This allowed us to go beyond what people say and explore what they actually do. We wrapped up with in-home family interviews to understand differences in observed vs. reported behaviours and to explore what it is that drives kids aged 4-12 to take part in different leisure activities.

 

The Little Things Matter Too

 

Our unparalleled insight into real behaviour has given our client the full picture of kids’ leisure time. Our client now knows where their diary study over or under reports activity and has given them the confidence to make decisions in this category. And as a bonus, they’ve augmented their understanding with new layers of richness – the micro moments that the diary study couldn’t pick up.

 

Want to find out more?

 

Take a look at other examples of our work to learn more about how we help the world’s most ambitious brands accelerate critical decision-making and develop future-ready products, services and strategies faster. If you’re interested in working with Decidedly, get in touch with us now.

“When business priorities change, you have to be agile. I need an agency that understands this and is able to accommodate. Decidedly has been flexible, open, forward thinking and strategic.”
Senior Research Manager, Leading Media Company.