Sports 4 Kids


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We studied tweens in four different states. From our research, we saw tween behavioral patterns.

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  • So - how might you use behavioral profiles to address sedentary behavior in tweens? These profiles might be helpful in determining and thinking clearly about your target audience at your program or organization.They might also be helpful in identifying motivational opportunities as you develop interventionsFor example, if your organization chooses to focus on Gone Gaming tweens, you may want to learn more about what elements of video games are appealing and motivating, and apply them to your program.Or, profiles may be helpful in selecting existing tools to support your programsFor example, if your afterschool program tends to be frequented by “Opting Out” girls, you may decide to promote a dance class instead of a basketball class.
  • Sports 4 Kids

    1. 1. Identifying Sedentary Behavior<br />From Busy Bees to Kids Gone Gaming<br />Richard Tate, Director of Communications & Marketing<br />Lalita Suzuki, Senior Research Analyst<br />Liz Song, Communications & Marketing Coordinator <br />May 19, 2009<br />Sports4Kids PlayOn! Conference<br />
    2. 2. 2<br />
    3. 3. To know if you’re making an impact, you might conduct rigorous scientific research.<br />But to figure out how to make an impact, you need to spend time with people to really understand them.<br />3<br />
    4. 4. CALIFORNIA<br />GEORGIA<br />ILLINOIS<br />IOWA<br />4<br />
    5. 5. We asked tweens:<br />WHAT DRIVES YOU TO BE MORE OR LESS ACTIVE?<br /><ul><li>What do you care about?
    6. 6. What barriers do you face that keep you from being active?
    7. 7. What’s the most fun thing you’ve ever done?
    8. 8. Describe a typical day…</li></ul>5<br />
    9. 9. 6<br />
    10. 10. 7<br />
    11. 11. We looked for patterns…<br />Copious notes<br />Photos<br />Synthesis workshops<br />8<br />
    12. 12. 9<br />
    13. 13. PROFILES IN ACTION<br />Determining target audience<br />Developing interventions<br />Behavioral<br />Profiles<br />Selecting tools to support programs<br />
    14. 14. meet gDitty.<br />WHAT IS GDITTY?<br />A new product in development at HopeLab designed to support kids’ health by rewarding them for physical activity. <br />KEY FEATURES<br /><ul><li>Optimized measurement
    15. 15. Self-selected incentives
    16. 16. Authentication/Cheat detection</li></ul>11<br />11<br />
    17. 17. MISSING OUT<br />“I want to go to the park and play volleyball and soccer…but my mom won’t let me play outside.”<br />OPTING OUT<br />“In PE all I do is sit on the bleachers. I don’t want to get all sweaty or mess up my hair.”<br />
    18. 18. KEY TAKE-AWAYS<br /><ul><li>Be clear on your goals
    19. 19. Spending time with customers can provide valuable insights on how to meet those goals
    20. 20. Document interactions and look for patterns
    21. 21. Create profiles to keep customers top-of-mind and guide decision-making in your work</li></ul>13<br />
    22. 22. Tween Physical Activity<br />Behavioral Profiles<br />14<br />