Audience and Reception Studies

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    • 00:02

      [SAGE video in practice][Audience & Reception Studies][MUSIC PLAYING]

    • 00:17

      ALISON BRYANT: Today we're doing researchwith a new app that's set up for math learning for kids.Going to be also looking at the toy,and seeing if the toy is helping the childwith learning their math.So in this particular session, we do a variety of math gameswith the child.They came in a couple of weeks ago,

    • 00:38

      ALISON BRYANT [continued]: they've had this app at home.Now they're going to be coming back in to do some more mathgames with us, to help us evaluatethe learning that they've had.[Alison Bryant, CEO and Chief Play Officer, PlayCollective]At PlayCollective, we focus more on formative and researchdevelopment types of research, as opposedto focusing on more traditional kinds of market research.So we're looking at where do we bring kidsinto the process of developing products and services,

    • 00:59

      ALISON BRYANT [continued]: co-creating with them, getting their feedback, so that whenwe develop something with our partners,it actually is engaging and educational for our kids.Most of our partners come to us to actually help themdefine what the question's are.So they often come and say, hey, we'regoing to be doing this product for kids,but we don't even know where to start.And so we'll work very closely with them,to figure out at what point in the process

    • 01:20

      ALISON BRYANT [continued]: should we be doing research?Are we doing very early concept explorationwith kids and families?Are we coming in when there's a prototype, for example,of a toy, or an app, so we're actually more testingthe experience?Or are we coming in later on, wherethere's a product actually developed, and we're lookingat doing more of an evaluation ofis it engaging, and are the kids learning from it?So it really depends on the part of the process

    • 01:40

      ALISON BRYANT [continued]: that we come into.We're going to play a new way today.We also speak producer, meaning that wetend to work very closely with them after we'vedone the research, to make sure that there'sa lot of implementation of the findings into the product.And we will often work at multiple points in timein the process, with the same client.Let's say, for example, that we'reworking with a company that's developing a new app for kids.

    • 02:01

      ALISON BRYANT [continued]: The first thing we might do is whatwe call a concept exploration.And that's where we'll bring kids in to sort of co-createsome of the ideas around what the app could be.The next thing we would do is once wehave a prototype developed of the app,we would actually bring kids in and get their feedbackabout is it actually engaging?Are they understanding new concepts,if it's meant to be educational?And are they able to experience it in an intuitive fashion?

    • 02:26

      ALISON BRYANT [continued]: Then at the very end of the project, once it's actuallydeveloped and in the marketplace,we might take it out to schools, test it with kidsin a classroom, see if they're actually learning from it,and doing more of a summative evaluation.We're working with a company that'sdeveloping a new app for kids, but they're reallyinnovating by creating toys that can interact with that app.

    • 02:47

      APP VOICE: Adding, adding, adding, adding.

    • 02:50

      ALISON BRYANT: Very nice.Can I show you a new way to play this game?OK, let me show you a new way to play.So you've been playing with your finger, right?So now we're going to play with these toys.

    • 03:01

      APP VOICE: Well, what are you waiting for?

    • 03:04

      ALISON BRYANT: So can you find a toy that looks like that toy?Which one looks like that?Let's take, for example, an educational evaluation.In something like that, we'll have the kids come infor a pre-test, and we'll give them little math questionsand math games, and see what they know.Joey has $4, and he gets three more.

    • 03:32

      SPEAKER 1: Nine.

    • 03:33

      ALISON BRYANT: Nine?OK.All right, let's put them down.We have one more.Then they would take a product home with them,play with it over a couple of weeks.When they come back into the lab,we'll give them that same set of games as a post-test.Were you playing with the toys?

    • 03:49

      SPEAKER 1: Yeah.

    • 03:50

      ALISON BRYANT: At home?You were?OK.We'll also watch them interacting with the game,see if it's intuitive, ask their parentsabout were they engaged with it over the past two weeks?Did the parent see any particular kind of learning,and actually have an assessment of is

    • 04:10

      ALISON BRYANT [continued]: the app and the toy making a difference in kids' lives?I just want to get your feedback.So he was telling me that chef with his favorite game.What did he seem to like about chef?

    • 04:20

      SPEAKER 2: Making his own recipes,he really enjoyed that, That's all he wanted to do.Using the counters to figure out the addition,he really enjoyed that, too.It helped him become more advanced, because in his classthey're doing that a lot.[MUSIC PLAYING]

    • 04:35

      ALISON BRYANT: People who tend to workin kids, and technology, and in educationhave amazing hearts and great ideas,but they often aren't super in touchwith what it is a kid needs to actually learn from something,or to engage with it.

    • 04:49

      APP VOICE: One.Adding, adding, one.

    • 04:52

      ALISON BRYANT: Very nice.Our role is to help them make these products even moreimpactful, and even more engaging.So If you don't bring kids into the middle of the process, whatoften happens is you get somethingthat seems like a great idea from an adult perspective,and has great qualities, but doesn't reallyend up having that impact engagement that you want.What are you doing right now, Matthew?

    • 05:12

      SPEAKER 1: I'm making something.

    • 05:14

      ALISON BRYANT: First, it's important to understandhow play can be part of the learning and entertainmentexperience.So we're trying to understand, writ large, but alsowith the specific products, how is itthat kids learn from media, what is it that engages them?What makes them better citizens, moving forward?So it's not just about individual products or projects

    • 05:35

      ALISON BRYANT [continued]: that we do with a client, but it'sabout creating this overarching understandingof the role of play and learning and technology in kids' livesWhen you're working with industry,one of the issues that we tend to deal withis the fact that most of research that we dois proprietary, that it's done specifically for one company.On the opposite end of the spectrum

    • 05:56

      ALISON BRYANT [continued]: you have academic research, which is fantastic,and it's open to everybody, but also takesa really, really long time.And when you're working in the tech field,often the research is coming out past the pointwhere you can actually use it.So what we're trying to do is meet somewhere in the middle,and create research that can be owned by everybody, academics,folks in the industry, that are asking

    • 06:16

      ALISON BRYANT [continued]: really fundamental questions about the role of playand learning in technology development.What I was thinking was if we have age here as oneof the key variables, right?For us, the results are also a fundamental pieceof what we're trying to build, that calling the PlayMatrix.And the PlayMatrix is a research agenda

    • 06:38

      ALISON BRYANT [continued]: that is really trying to take aparteach of the different types of technology, eachof the different types of interactionthat kids are having, ages, stages,and really create a much broader,integrated understanding of how kidsare interacting with play and technologythat everybody can use.With this research project, what probablymakes sense is if we're focused on platform and form factor,

    • 06:59

      ALISON BRYANT [continued]: right?

    • 06:60

      SPEAKER 3: And form factor.

    • 07:01

      ALISON BRYANT: Let's leave age constant.Academics can use the PlayMatrix as they'rebuilding their research agendas, and doing their own research.People in the industry can use the findingsfrom the research and the PlayMatrixto actually develop new products,because they're having a better fundamental understandingabout how kids do interact with technology.And then the general consumer can use it,because that will help them understand

    • 07:22

      ALISON BRYANT [continued]: how their own kids are using technologyin their daily lives, and learning from it.Can you try-- where's the 1?Which one's is 1?

    • 07:31

      APP VOICE: And one more makes four.

    • 07:34

      ALISON BRYANT: Doing research with kids is a real specialty.You have to keep in mind the fact that developmentallythey're still sort of coming to terms with their own thoughts,in their own mind.And how many dots are on this page?

    • 07:47

      SPEAKER 1: Um.

    • 07:48

      ALISON BRYANT: Are you looking at-- did you look at the page?That's two?OK.We do a lot of consideration amongst ourselvesabout which projects what we're even going to undertake.So for us, we do see children as a special audience,and we don't do research in understandinghow to market the next sugared cereal to them.For us, we understand that kids are stilllearning to be consumers.

    • 08:10

      ALISON BRYANT [continued]: So we take that into consideration, as well.On the other hand, we also treat them with a lot of respect.They're smart .They know what they want.They're savvy.And so we give them a voice in product development,and they get really excited.What did you make?

    • 08:24

      SPEAKER 1: Let's see.

    • 08:26

      APP VOICE: A pepper garlic broccoli wallop.

    • 08:32

      ALISON BRYANT: Our role, and certainly thisis for us an important part of audience studies,is giving kids an actual voice in the process of developingproducts and services for them.What was your favorite game on the iPad?

    • 08:43

      SPEAKER 1: The cooking one.

    • 08:44

      ALISON BRYANT: The cooking one?What was good about that game?

    • 08:47

      SPEAKER 1: You make your thing, your funny face.

    • 08:49

      ALISON BRYANT: You made your funny face?OK.They are savvy consumers.They're smart, they know what they want.And they have a lot of great input,and they're often not asked to give that input.So that's our role.Our role is to take what kids tell us,to interpret it in a way that people can understand itas they're building products, and to make surethat kids stay at the center of their own worlds.

    • 09:10

      ALISON BRYANT [continued]: [MUSIC PLAYING]The most important thing for peoplewho are trying to do audience research with kids and familiesis to really respect the roles that kids and adults lead,or kids and parents lead.So a lot of people consider kids to be the smaller, younger,

    • 09:31

      ALISON BRYANT [continued]: oh, they don't really know what they're talking about.But the reality is, they actually have a lot of input.So a healthy respect for children,not just in your research, but in your everyday interactionswith them, really takes you a long way in bringing theminto the center of research.[SAGE video SAGE Publications 2015]

Audience and Reception Studies

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Abstract

Alison Bryant explains the factors involved in market research with children and educational products.

SAGE Video In Practice
Audience and Reception Studies

Alison Bryant explains the factors involved in market research with children and educational products.

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