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Research 6 & 7

Wednesday 5th July 2017, 15:30 - 16:30

Showroom Cinema 1

Two 30 minute research presentations…

6. The Fundamental Needs of Children

To better meet the needs of the children’s audience and increase the success of content and products, the BBC have developed a ‘needs model’ to describe the fundamental drivers of behaviour that influence why children access and use media and technology.

Presented by Katie French, Children’s and Learning, BBC

The world children grow up in is constantly changing. The rise of a digital-first market has seen with it the emergence of a plethora of new online entertainment brands and content destinations. These have fostered the desire in children to want more control, to access content on-demand and led to personalised and social experiences becoming increasingly appealing. However, in the midst of these changes, it’s important to remember that there is something that does stay the same – the fundamental needs of children.

Based on a longitudinal study with 2–24-year-olds, the BBC has developed a needs model describing the fundamental drivers of behaviour influencing why children access and use media and technology. By understanding what will remain constant in an ever-increasingly complex and changing world, this needs model provides a simple yet powerful framework which can help media, entertainment and content makers with content and product innovation.

7. Audience Insights Inspire the Sky Kids App

In a world where digital dominates but kids have an ever-expanding app store of choice, come and hear principles for successfully designing a digital product for kids.

Presented by Pete Maginn, The Pineapple Lounge and Lloyd Mason, Sky

Sky has always been at the forefront of innovative broadcasting, and the Sky Kids app is no exception. Offering high-quality, popular and age-appropriate programming was key, but the challenge was ensuring the platform was interactive, fun and easy to use while providing parents with peace of mind. The Pineapple Lounge got on board ahead of launch and embarked on a unique research process with a philosophy that a constant, rotational dialogue with the target audience – 3–9 year olds – was central to the app’s success.

The research has generated two strands of insight, both of which have been instrumental in the app’s development:

  • Tactical, granular level of detail on kids’ navigation and user experience based on age and developmental stage, their ability to read and follow instructions to swipe and explore content.
  • More general, behavioural and observational insights that have been accumulated along the way and helped to inform further ideas and designs – all the time grounded in child-centric insight. For example, their desire for and expectation of personalisation – including their own name on their home screen and personalisation of the Sky Buddy avatar within the app.

The research reveals some integral principles for successfully designing a digital product for kids.

The full session is available here as a podcast:

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