Contributing to the cultural zeitgeist
Common Sense Media and the Joan Ganz Cooney Center
When Common Sense Media and the Joan Ganz Cooney Center at Sesame Workshop collectively sought our expertise, we behaved a bit like Cookie Monster in the presence of a snickerdoodle, and jumped at the chance. Common Sense exists to provide trustworthy information about media and technology to kids and families. And the Cooney Center aims to support digital learning tools for kids. Needless to say, we feel quite aligned with their work.
Together we embarked on a study to understand parents’ and teachers’ digital media knowledge and attitudes, providing concrete recommendations to policy makers, digital technology creators, and educators. Our study rocked the conference circuit and helped shape conversations moving forward. Updates have helped to keep current in terms of the technology landscape. So kids can live appily ever after.
The Job of TV
Discovery Networks engaged us in an authority study to uncover answers to a big question: Why do people watch TV?
To draw the connection between people’s deep psychological needs and the TV they watch, we first spoke with media experts and psychologists, then conducted deeply personal in-home interviews with consumers across the country about their lives and their needs, and why they watch what they watch. What’s the hook of Snooki? Why lose yourself in Lost?
Our findings provided not only a conceptual understanding of the American TV viewer, but also concrete strategic implications for Discovery Networks programming.
Playing well abroad
Ah, Baby Alive, adorable expert at peeing and pooping, among other talents. She is the top baby doll in the US, and Hasbro came to us to help translate that success abroad, starting with Europe and Latin America.
Passports in hand, we designed what is perhaps our most adorable study to date. Through qualitative focus groups, in-home play dates, online doll diaries, and shop-alongs, we uncovered what drives girls’ and moms’ allegiance to baby doll brands in each market, and also garnered detailed perceptions of Baby Alive.
We delivered Hasbro a unique brand hook for each market, a clear understanding of which dolls would work best, and insights for retail. In sum, we provided an international strategy to go goo-goo ga-ga over!
A personal touch for virtual education
Armchair education has provided betterment opportunities to hundreds of thousands of students around the globe, and Kaplan has been the industry’s pioneer. Still, the university has faced issues educating the public about its offerings, advantages, and value.
Our ongoing qualitative, quantitative, and consulting work the Kaplan helps the online school attract and retain students via on-the-nose courses and curricula, personal-touch services, highly credentialed professors, and targeted marketing campaigns. Since implementing our recommendations, their Business School programs, for example, have achieved record enrollment, surpassing goals.
In addition, our work has helped improve Kaplan’s B2B relationships by uncovering the skills employers most need and the best ways for Kaplan to partner with businesses to provide employee training.
The most important thing Kaplan has learned from us: knowledge is bliss.