THE CHALLENGE

An international digital content platform catering to kids aged 3-12, sought to gain insights to refine their messaging for the Japanese market. This required mapping the expectations, needs, and pain points families face when choosing digital content for kids.

THE APPROACH

In in-depth interviews with parents and their children aged 3-12, we engaged in candid conversations about what they consider appealing or alarming about content targeted to kids across a variety of digital platforms. We uncovered their criteria for quality content and what they are mindful about when considering safety and screen time. Our discussions explored the perfect balance between entertaining and educational content and how children’s preferences transform as they grow older.

THE OUTCOME

The insights extracted from study served as the cornerstone for strategic positioning of the client’s product. Armed with a deeper understanding of the preferences and needs of parents and kids in Japan, the client was able to refine their value proposition to resonate more effectively with their target audience.

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