1. Identifying Sedentary Behavior
From Busy Bees to Kids Gone Gaming
Richard Tate, Director of Communications & Marketing
Lalita Suzuki, Senior Research Analyst
Liz Song, Communications & Marketing Coordinator
May 19, 2009
Sports4Kids PlayOn! Conference

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3. To know if youre making an impact, you might conduct rigorous scientific research.
But to figure out how to make an impact, you need to spend time with people to really understand them.
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4. CALIFORNIA
GEORGIA
ILLINOIS
IOWA
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5. We asked tweens:
WHAT DRIVES YOU TO BE MORE OR LESS ACTIVE?

What do you care about?

6. What barriers do you face that keep you from being active? 7. Whats the most fun thing youve ever done? 8. Describe a typical day5
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11. We looked for patterns
Copious notes
Photos
Synthesis workshops
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13. PROFILES IN ACTION
Determining target audience
Developing interventions
Behavioral
Profiles
Selecting tools to support programs
14. meet gDitty.
WHAT IS GDITTY?
A new product in development at HopeLab designed to support kids health by rewarding them for physical activity.
KEY FEATURES

Optimized measurement

15. Self-selected incentives 16. Authentication/Cheat detection11
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17. MISSING OUT
I want to go to the park and play volleyball and soccerbut my mom wont let me play outside.
OPTING OUT
In PE all I do is sit on the bleachers. I dont want to get all sweaty or mess up my hair.
18. KEY TAKE-AWAYS

Be clear on your goals

19. Spending time with customers can provide valuable insights on how to meet those goals 20. Document interactions and look for patterns 21. Create profiles to keep customers top-of-mind and guide decision-making in your work13
22. Tween Physical Activity
Behavioral Profiles
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