We provide precious insight into the lives of kids & families for some of the world's biggest brands and organisations.
See examples of our work
Oxford University Press (OUP) have a worldwide reputation for producing engaging home learning resources for primary school children. But with an increasingly crowded marketplace and a wide variety of school schemes, how do OUP maintain their strong position?
Our tasks were two fold; 1) Identify what information parents want in order to identify the most relevant resources and motivate purchase 2) Highlight the design elements needed to increase children’s engagement and enjoyment in order to enhance their learning across the curriculum.
Quantitative surveys were used to provide a concrete base of understanding and narrow down design and character options.
Every detail of the resources from messaging, tone and design were then evaluated in an iterative ‘test-amend-test’ process involving a two week long online forum where parents and children gave us their feedback via video and interactive tasks and missions.
A final sense check via face to face workshops was conducted to inform any last minute tweak before launch.
After each stage of the research we debriefed via a series of workshop sessions (using video content, image galleries, themed content) feeding directly into the design process of the resources. The final work also guided the launch strategy, content and optimising the store merchandising.
We were impressed by the range of options we were presented with to achieve the research we were seeking, along with Platypus’ clear expertise in undertaking research with children and families
What drives the ‘youth of today’s’ media choices?
The media habits of 14-24 year olds are often reported on as one homogenous group ‘millennials’ – a meaningless term for a diverse bunch complete with a whole load of stereotypes sprinkled on the top. With a lack of ‘factual’ data, Thinkbox wanted to explore what was ‘myth’ and what was ‘real’ and look at the role of TV in young people’s seemingly ‘complex’ media lives.
Platypus Research devised a compelling methodology to throw light on the changing video lives of young people. Through a blend of qualitative techniques, including video ethnography, online communities and depth interviews, we discovered the factors that set this group apart and have made AV content an ingrained part of their lives and development.
We also conducted joint analysis with a specialist media psychologist to unpick some future predictions.
It’s fair to say that 14-24s are more influenced by age, education and lifestyle than any other group of people – and that this has an inevitable effect on the way they consume video. By unpicking the impact that life-stage has on their media usage, we could start to understand what makes this group unique.
We identified three interlinking aspects which have a significant influence on how younger people consume video, and the content choices they seek: ‘Time & Space’; ‘Identity’; and ‘Social Maintenance’.
All the details are shown below;
The team are knowledgeable, dedicated and hard-working and have taken some complex themes, feedback and tight deadlines in their stride!
The number of golfers is in decline. Part of the strategy to grow the game involves increasing junior memberships. To feed into this strategy England Golf needed to be able to understand young people and establish where and how golf does and could fit into their lives.
Platypus’ mission was to provide England Golf with the tools they needed to challenge assumptions and work with stakeholders to take actions towards a shared goal.
We started by sharing our knowledge of child development and all aspects of children’s lives with the England Golf team via video, published reports and our own research in a learning workshop . Individuals from marketing, recruitment, participation and insight attended and fed in their perspectives to help form the research questionnaire and outputs.
We then embarked on a full segmentation of the junior market to identify the types of young people that were most likely to become golf players of the future.
A visual, interactive survey was designed with creative, age appropriate questions to engage kids and parents and a large sample of 1000 parents and 800 children gave ensured a high level of accuracy.
Multivariate statistical analysis was used to produce a robust segmentation of the junior market producing 7 distinct groups with information around their personalities and interests, attitudes to sport and to golf and their parent’s
Platypus produced inspirational research into the junior golfing market. Platypus have given us the knowledge and confidence to go forward with a strong strategy for growth.
The Walls brand have been making children's ice cream for over 80 years in countries all over the world. Maintaining a market leading position means understanding what children and parents want from the category today.
This project set to dissect every detail of what makes ice cream exciting for children all over the world to feed into the new ice cream products of the future.
We measured the key aspects of excitement from 1200 Children and drivers to purchase from 1200 Parents from Germany, Mexico and Thailand via online surveys. This was done with concept images each highlighting a particular element of excitement for the child to rank and evaluate through a hot spots survey technique.
Creative workshops with children were then held in Germany, Mexico and Thailand to explore excitement in more detail and co-create new ideas for development.
The research culminated in a half day debrief and learning workshop. At the end of the workshop Unilever had a clear understanding of the kid’s ice cream market and were given five themes of excitement to use in future strategy. We produced a brochure and interactive station for each theme, detailing it's relative importance, showing examples of how excitement can be generated within this theme and how this would effect merchandising, packaging and product design.
Their proposal and approach stood out as they took the time to understand our business needs and more importantly they were able to provide context to the findings based on their years of experience working in the sector
Platypus have given us the knowledge and confidence to go forward with a strong strategy for growth. We have been really impressed with the outcomes of the project and the overall experience of working with Platypus and are looking forward to working with Platypus again