This document summarizes research conducted to identify patterns in sedentary behavior among tweens. Interviews were conducted with tweens in multiple states to understand what drives or prevents their physical activity. Notes, photos and workshops were used to analyze the data for patterns. Two profiles of physically inactive tweens are described as examples: one who wants to play sports outside but is not allowed, and one who opts out of physical activity in gym class. The key takeaways emphasize learning from customers to meet goals and using profiles to guide work.

1. Identifying Sedentary Behavior From Busy Bees to Kids Gone Gaming Richard Tate, Director of Communications & Marketing Lalita Suzuki, Senior Research Analyst Liz Song, Communications & Marketing Coordinator May 19, 2009 Sports4Kids PlayOn! Conference

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3. To know if you’re making an impact, you might conduct rigorous scientific research. But to figure out how to make an impact, you need to spend time with people to really understand them. 3

4. CALIFORNIA GEORGIA ILLINOIS IOWA 4

6. What barriers do you face that keep you from being active?

7. What’s the most fun thing you’ve ever done?

8. Describe a typical day…5

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11. We looked for patterns… Copious notes Photos Synthesis workshops 8

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13. PROFILES IN ACTION Determining target audience Developing interventions Behavioral Profiles Selecting tools to support programs

15. Self-selected incentives

16. Authentication/Cheat detection11 11

17. MISSING OUT “I want to go to the park and play volleyball and soccer…but my mom won’t let me play outside.” OPTING OUT “In PE all I do is sit on the bleachers. I don’t want to get all sweaty or mess up my hair.”

19. Spending time with customers can provide valuable insights on how to meet those goals

20. Document interactions and look for patterns

21. Create profiles to keep customers top-of-mind and guide decision-making in your work13

22. Tween Physical Activity Behavioral Profiles 14