May 19, 2009Sports4Kids PlayOn! Conference

Richard Tate, Director of Communications & Marketing

Lalita Suzuki, Senior Research AnalystLiz Song, Communications & Marketing Coordinator

Identifying Sedentary Behavior

From Busy Bees to Kids Gone Gaming

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To know if you’re 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.

CALIFORNIA

GEORGIA

ILLINOIS

IOWA 4

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WHAT DRIVES YOU TO BE MORE OR LESS ACTIVE?• What do you care about?• What barriers do you face that keep you from being active?• What’s the most fun thing you’ve ever done? • Describe a typical day…

We asked tweens:

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• Copious notes• Photos• Synthesis workshops

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We looked for patterns…

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PROFILES IN ACTION

Behavioral

Profiles

Determining target audience

Developing interventions

Selecting tools to support programs

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•Self-selected incentives•Authentication/Cheat detection 11

meet gDitty.

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“In PE all I do is sit on the bleachers. I don’t want to get all

sweaty or mess up my hair.”

“I want to go to the park and play volleyball and soccer…but my mom won’t let me play outside.”

OPTING OUT

MISSING OUT

KEY TAKE-AWAYS• Be clear on your goals• Spending time with customers can provide

valuable insights on how to meet those goals• Document interactions and look for patterns• Create profiles to keep customers top-of-

mind and guide decision-making in your work

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Tween Physical ActivityBehavioral Profiles

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