A world-leading professional organisation sought to develop an offer to engage young people aged 5-16 with the aim to support, inspire and encourage participation in their sector. As well as needing to find out what specifically would appeal to young people across their target age range, this organisation sought to understand what concerns parents might have about the use of their children’s data and to gauge the level of awareness of their organisation amongst their intended audience. A representative sample of both parents and children was required to inform decisions.
In order to understand interests and needs of parents and young people, and to explore specific ideas around what content and communication would best engage young people, Shift used a mixed-methods approach. The research was conducted during the outbreak of COVID-19, which required flexibility and a change of approach from a face-to-face to online methodology. We conducted 20 in-depth telephone interviews with existing members of the organisation, as well as 10 interviews with teachers. Four online groups with KS3 and KS4 parents and children took place, in addition to 8 paired interviews with KS1 and KS2 children and parents. Alongside this qualitative research, Shift designed a survey for parents and children that was disseminated amongst both members and non-members, which received over 1,500 responses from parents and children aged 5-16. These varying phases combined to provide a well-rounded picture of the different ways that young people could become engaged in the offer.
Our client received a comprehensive report detailing the findings of all stages of the research, as well as a detailed online presentation. Based on our analysis of the different components, Shift was able to provide suggestions on specific types of communication, activities and formats that the organisation could use to engage young people within segmented age brackets.