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Mobile: Wearable devices for children

Evaluating mobile devices and their accompanying apps with parents and children

Problem faced

Usage of mobile watches has expanded for children, but designing safe and effective technology for children and their parents to use together is a challenge.

  • Evolution of original use intention - what features did the parents and children intend to use when purchasing, and how has that changed?
  • What are the frustrations, distractions and diversions happening with the technology
  • Exposure to the confounding variables of use, such as time, place and the presence of others (human or otherwise).
  • The scenarios that bring them to use the technology
  • Post-use satisfaction, or lack of it.

Solution

Observing behaviour in the moment is key. You can do this using a split-screen methodology with an overlay of post-rationalised self-commentary. Recordings can begin before use and continue after use.

Case Study

We asked a couple of parent users to show us how they and their child use the watch, and accompanying app, for Verizon Gizmo and T-Mobile's Timex Family Connect (normal sample size n=10).

Using our split-screen overlay methodology, we watched them as they used the watch and app, to understand usage and pain points.

To view the video content, please enter the password emailed to you:

What we explored

  • What was the parent and child's original intention for use, and how has it evolved?
  • What does it allow the child to do and how does that affect the parent/child relationship?
  • Where can functionality/durability be improved?
  • How do the parents use the app? What does it allow them to do, and what do they wish it did?

What did we learn?

Get in touch,  (or use the form below) and we'd be happy to share some of our insights PLUS give you access to the raw footage via our video platform.

Why Watch Me Think?

Watch Me Think is a strategic qualitative market research agency. We use mobile ethnography to record authentic customer and consumer behaviours.

Human led analysis is then applied to bring you actionable reports and persuasive highlight videos.

We help you bridge empathy gaps, become even more consumer centric, identify previously unknown opportunities, test your prototypes, and provide rapid, value-driven pre- and post-launch testing across 51 countries. In essence, we help people understand people better.

  • We're about watching and listening, not just asking
  • Exploring what people do, not just what they say they do
  • Bringing to life your consumers, getting you closer.
  • Helping you to empathise, and instil that throughout your organization

What types of studies do our clients commission with us?

  • Qualitative Behavioural Research: Bringing a clearer understanding of actual consumer behaviour. Not just claimed behaviour.
  • Consumer Closeness: Moving it from slogan and into a culture.
  • Bringing Insights To Life: Letting the consumer communicate the findings. Because insights must be sold, not just found.

How we helped Sarah Haslett at M&S

M&S (a UK retailer of clothes and food) wanted to make consumer closeness part of the business culture.

To do so, they decided to implement a continuous consumer closeness programme, whereby they collected video footage every month on different topics.