Playing for keeps!
KaBoom! is a nonprofit committed to building playgrounds in underserved communities around the U.S. In a world where smartphones have a bigger impact than see-saws, KaBoom! came to Insight Kids to learn how to wow today’s kids with the ultimate playground of the future. Findings were sought to fuel innovative playground designs as well as awareness and fundraising.
Insight surmised that building an ultimate playground meant drawing from all kinds of play that kids gravitate to today, including those that foster the 21st century skill set. Thus, our extensive qualitative and quantitative explorations sought to understand how the benefits of Lego and video games can be built into playground play. Ideation sessions and playground intercepts helped us stretch one monkey bar further to develop non-formulaic, kid-approved concepts for the ultimate playground of the future.
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.
All about the girl!
Girls today sure are busy! Hasbro came to Insight to better understand their activities and passions, here and around the globe. We set out to make Hasbro an authority on today’s girls to inform strategies grounded in girls’ hopes, dreams, and motivations.
We canvassed the globe to get a holistic picture of Modern Girls of all ages and multiple cultures! Digital Diaries and In-home and In-store Ethnographies helped us gain a rich understanding of everything girls do, and why. And a quantitative segmentation helped Hasbro better understand how to reach its targets.
Our research informed product development, marketing, communications, and brand positioning. We brought it to life with an all day immersive Talk Show featuring Modern Girls!
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.