Making sense of what 4 year-olds want to watch


Turner wanted their Toonix brand to become a platform. A one-stop-shop for all their kids’ entertainment; VOD, games, interactive content and shareable UGC. To achieve this, they knew they’d have to listen to their audience - even if some were only 4 years old! They needed innovative research.

Candyspace overlaid Turner’s existing research and competitor analysis data with information gleaned from audience segments we’d defined, ranging between 3 - 11 years. This gave us a clear picture of the critical business needs and the prospective users’ likely requirements.

We rapidly created a prototype over a series of Agile sprints, as stimulus for focus groups with even the youngest children. This revealed features they preferred, how they’d use the app and some imaginative elements they could envisage being incorporated. Importantly, we also learned which features parents would pay for and how they’d want their family’s relationship with the product managed.

The kids loved the innovative personalisation features, AI-based learning and real dialogue our interaction designs promised. We gave Turner a vision of the exact content platform they should build.

Services
  • Data insights
  • Prototyping
  • UI design
  • User experience
  • User research
  • User testing
Deliverables
  • Animated clickable prototype
  • Proof of concept
  • User testing framework