Magenta is well-versed when it comes to conducting research with children. However, our collaboration with SNAZAROO, required us to do things differently, putting our creativity to the test.

We delved into the colourful world of face painting to understand the lived experiences of face painting with children under 10 years,  identifying and exploring the emotional responses it evokes. Integral to the project was understanding the experience through the eyes of a child and delivering insight from the child’s perspective, carefully eradicating any adult interpretation.  Furthermore, SNAZAROO wanted to establish household penetration to identify the size of the opportunity for growth.

We conducted in-home observation sessions of playdates across the UK and US. To gain richer insights beyond those captured through observation, both children and parents in the study were asked to wear glasses with an in-built camera and microphone. This was followed by an online survey across both markets with parents of children under 10.

We presented key insights through a series of first-person case studies, identifying what each insight sounded like to a child (through the vocabulary they used) and looked like (through their behaviour). These insights led by children supported SNAZAROO in developing their new marketing strategy.

Milkshake!, owned by Viacom, is a children's television programming block on Channel 5, aimed at pre-schoolers aged 3-7 years.

Despite year-on-year growth, Milkshake! faces tough competition from Cbeebies, SVOD and an evolving media landscape.  Research was therefore required to support continued growth through understanding the role of Milkshake! within the lives of young children and their parents.

We conducted in-home observation sessions to understand the role of morning routines across the UK. This was followed by an in-home digital ethnography task using body-mounted cameras to provide a child's eye view of morning routines and media habits without researcher intervention. Parental insight sessions were then conducted to capture parents’ thoughts on various aspects of the Milkshake! brand and its role in their lives.

We provided the client with an in-depth understanding of their audience and their viewing habits and identified key areas of opportunity for Milkshake! related to building brand identity, enhancing audience engagement and developing the brand offer.

British Cycling were keen to establish barriers to cycling amongst teenage girls. Moreover, what messages and obstacles need to be overcome to encourage greater levels of participation amongst this group.

We conducted sessions in both affluent schools and low income area youth clubs to ascertain common barriers to cycling amongst all teenage girls. These were informal sessions to encourage open and honest conversations.  They also included role play of campaigns and messages that would talk to ‘someone like me’.

Insight enabled the client to design a series of programmes to improve participation with teenage girls for trial and evaluation before rolling out nationally.