Zooming To Online Research

Since the pandemic began over a year ago, Zoom went from a noun to verb, from an online meeting platform to a universal term for virtual connection. And just like that, virtual meetings became a ubiquitous part of culture, causing adults and kids alike to quickly adapt to the learning curve of gathering online.

Likewise, in the early days of the pandemic, MLN Research pivoted totally to online platforms to conduct research. Since March 2020, we have conducted hundreds of hours of qualitative research online with kids and adults, and along the way, we mastered what it takes to execute successful online research. Here are our big takeaways:

• The sky is the limit: With enough planning and a dose of creativity, it’s possible to adapt any methodology to meet nearly any type of research objective.

• Design material with online in mind: An online study is only as good as its test material. Effective material should be designed for those who are processing information on screens and can absorb less than they would in-person.

• Tap into those you trust: A trade-off of online research is that confidential information is less secure. Clients and researchers alike should update and strengthen their security protocols and consider setting up a consumer panel that can be held to a high standard of confidentiality and used on an ongoing basis.

• Leverage the home court advantage: A big benefit to online research is that consumers log in from the comfort and familiarity of their own homes, making them more at ease and more confident in their opinions. Still, the home environment has its distractions, so it’s important to provide online protocols to respondents.

• Keep the energy flowing: The biggest barrier to online research is the lack of physical interaction and energy that flows between respondents and moderator, and through to observers behind the mirror making it imperative for moderators to recreate this energy as much as possible.

• Embrace the virtual equalizer: With everyone in their own space and on the same metaphorical playing field, there is less opportunity for a dominant force to disrupt the group dynamic.

• Think smaller: It takes longer to get through a research discussion online than in-person. As such, we reduce the number of consumers in online groups and limit the duration of groups.

• Consider it a team sport: During online research, moderators assume the additional responsibility of being technology managers, material presenters and confidentiality supervisors so it’s helpful to identify a partner to take on the support tasks of virtual meeting management.

If you’d like to talk more about how MLN Research can help you with your next online research project, please reach out at info@mlnresearch.com.   

The Scheduling Shake-up: Running Further with Free Time

Prior to the pandemic, one of the biggest trends in 21st century childhood was the increasingly busy schedule. Kids’ after-school hours were crammed with soccer practice, art class, and piano lessons. Weekends were booked with dance classes, swim classes, and robotics club.

The result: kids had very little free time.

All that changed in March 2020 when the world effectively shut down due to the emerging COVID-19 pandemic. Parents and kids traded in their on-the-go lifestyles for online school and a homebound existence.

 In qualitative interviews conducted by MLN Research in early 2021, parents said they were surprised to realize that their kids often didn’t know what to do with all their newfound free time and that during the first few months of being home day-after-day, a learning curve existed among kids when it came to how to fill their free time. Without some help from their parents, many kids automatically defaulted to technology to fill their time: “They need a lot of guidance with what to do with their free time. They always resort to technology first, wanting to go on their phones or iPads even if they only have 5 minutes of down time.”

For parents, this was an opportunity for new and different solutions emerged.

• Many parents found success by gently helping their kids. “They need some prompting to get creative, but once they do, they always have a lot of fun.”

• Some parents created new routines to give kids structure and consistency. “I have found that if I don't guide their free time and control the amount of screen time, they would mostly be parked in front of video games.”

•  Some embraced the time and used it as opportunity to change habits and develop closer familial relationships. “Before the pandemic, we were going to the math and reading learning center twice a week, Taekwondo twice a week, and taking swimming lessons once a week. We were always going somewhere. Now, we are learning to stay at home and focus on relationships and friendships.”

•  Still others let kids figure it out for themselves—and were pleasantly surprised by the results. “During the pandemic, I've noticed my daughter expand her imagination. She has more chunks of time throughout the day to stop and play, as opposed to a rushed afternoon after school and between activities.”

Despite different approaches, one thing was clear: more free time is a silver lining for what has been an otherwise hard year for kids. “My kids enjoy free time to do the things they don't always get to do.  Their imaginations can run a little further than they did when we had limited time each day between school and after school activities.” 

And how are they running further? In our research, kids said they were spending lots of time outdoors; they were honing new skills, like baking and sewing; they were educating themselves with resources, like Curiosity Stream; they were learning how to play new musical instruments, teach tricks their new pandemic pets, and so much more!  

New Year, New Trends: Media Trend Watch 2020

As a new calendar year is on the horizon, we’re looking forward to what the upcoming months have in store for kids and families. Here are four media trends we’re keeping our eye on:

How Disney is going to shake up the world of streaming services: Disney+ just launched this month, and with their takeover of Hulu announced this past spring, the conglomerate is set to redefine the landscape of streaming services. In fact, on launch day, 10 million subscribers signed up for Disney+, indicating the strength of Disney as a streaming player. (Note: Subscribers got a one-week free trial, so it is unknown at this point how many will continue their subscription.)  And in its deal with Hulu, Disney’s backing will give Hulu access to its financial resources, international reach and marketing playbook – indicating that Hulu could be a streaming powerhouse in the near future. Will Disney be the one to slow the seemingly unstoppable momentum of Netflix and Amazon?

The future of kids’ cable TV giants: Netflix exceeded cable usage for the first time in 2018, pulling in 12% more consumer subscribers than cable or satellite. Nickelodeon, Disney Channel and Cartoon Network all saw a 20 percent drop in ratings in 2018, thanks to streaming services. Will these cable channels find a way to get back in front of kids, or will they become relics of the past? Spoiler alert: On the heels of the Disney+ launch, Netflix and Nickelodeon announced a partnership to produce original content drawing from new ideas and classic Nickelodeon properties. It looks like Nickelodeon is taking action.

The declining age creep of kids with phones: A 2016 study found that the average age for a child to receive their first smartphone was age 10, down from age 12 in 2012. Nearly four years later, if this trend kept pace, the average age could be nearing age 8. While 2020 data doesn’t yet exist, we’ve talked to many 8- and 9-year-old kids who say they have their own smartphones in our qualitative work with kids across the country. Will 2020 see that age go even younger?

Tighter regulation of YouTube on behalf of kids: With the prevalence of influencer marketing on YouTube, it can be hard for kids to spot sponsored content. Until recently, YouTube has largely avoided FTC regulations that have long-since targeted traditional TV advertising to children. But the FTC is beginning to crack down, and as more and more eyes shift to YouTube, we expect those regulations to become clear sooner than later.