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We studied tweens in four different states. From our research, we saw tween behavioral patterns.
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May 19, 2009Sports4Kids PlayOn! Conference
Richard Tate, Director of Communications & Marketing
Lalita Suzuki, Senior Research AnalystLiz Song, Communications & Marketing Coordinator
Identifying Sedentary Behavior
From Busy Bees to Kids Gone Gaming
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To know if you’re making an impact, you might conduct rigorous scientific research.
But to figure out how to make an impact, you need to spend time with people to really understand them.
CALIFORNIA
GEORGIA
ILLINOIS
IOWA 4
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WHAT DRIVES YOU TO BE MORE OR LESS ACTIVE?• What do you care about?• What barriers do you face that keep you from being active?• What’s the most fun thing you’ve ever done? • Describe a typical day…
We asked tweens:
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• Copious notes• Photos• Synthesis workshops
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We looked for patterns…
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PROFILES IN ACTION
Behavioral
Profiles
Determining target audience
Developing interventions
Selecting tools to support programs
WHAT IS GDITTY?A new product in development at HopeLab designed to support kids’ health by rewarding them for physical activity.
KEY FEATURES•Optimized measurement•Self-selected incentives•Authentication/Cheat detection 11
meet gDitty.
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“In PE all I do is sit on the bleachers. I don’t want to get all
sweaty or mess up my hair.”
“I want to go to the park and play volleyball and soccer…but my mom won’t let me play outside.”
OPTING OUT
MISSING OUT
KEY TAKE-AWAYS• Be clear on your goals• Spending time with customers can provide
valuable insights on how to meet those goals• Document interactions and look for patterns• Create profiles to keep customers top-of-
mind and guide decision-making in your work
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Tween Physical ActivityBehavioral Profiles
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