How Insights Informs Back to School Content for Parents
Our trusted community are always vocal and happy to share their opinion with us. We use the community to make sure that any content we prepare is on-point and that their feedback feeds into content creation. Here is how insights were used to inform content that we recently prepared for parents on Back to School as part of a campaign for easonschoolbooks.com:
Would you like insights from parents for your business? Use our engaged panels and our dedicated private platform to gather critical insights to help influence women to deliver long term profitability. Contact us now to find how we can help.
We wrote 7 Tips to Create an Effective School Space at Home as a sponsored content article on our parent site Mykidstime.com as part of a Back to School marketing campaign for easonschoolbooks.
Just like our engaged community of parents does, and rather than guessing what content parents want to read, we always do our research with our community before we prepare content.
Back to School 2020 Insights and Content
Back to School time this year is going to be radically different. In fact parents still know very few details of what Back to School 2020 is going to be like. Will schools fully return as planned? Will uniforms still be worn? Will books be needed for home and school?
This year it seems even more vital to connect with and talk to parents to ensure that messages and content created is sensitive to the situation we all find ourselves in.
Connecting the Insights to Marketing
We follow 3 simple steps for feeding insights into our content creation:
1. Define the themes and refine
Even though our community and panel are always vocal and engaged with giving us feedback, we can’t ask them 10,000 questions on a particular topic so we have to define and refine whatever theme we are interested in finding out about. We focus and refine the questions so that they are quick to answer but deliver deep insight.
2. Talk to our panel
Next we post the questions on our platform and ask our panel for feedback. We often end up having a really interesting conversation beyond the simple Question/Answer format. We find the feedback they are willing to give us to be in depth and insightful.
3. Feed that into content
Once we have the feedback gathered we analyse it to see what insights the feedback is giving us and we can now feed this into our content planning and creation.
In addition to our content and marketing channels, we run tailored panels on behalf of brands on our own dedicated private platform. This enables us to gather qualitative feedback and all sorts of in depth feedback from parents to deliver actionable insights.
How Do Parents Feel About Back to School?
In our recent Insights survey with parents and their views on Back to School, not surprisingly
- 73% of our trusted panel say their biggest concern about Back to School is the overall uncertainty.
- This is impacting decisions about Back to School purchasing: “Don’t know whether to buy new uniform if my child is going to be at home.” and “Have some books bought as there was a discount but am now left wondering if they will be needed so unsure whether or not to get the rest.”
- And raising concerns about the routine and adjustment as the kids go back to school: “There’s the usual affordability concerns but the big worry is how it will be managed safely and whether the kids will be back full time or not.” and “Really wondering how my daughter will settle after being off for so long.”
Read more feedback in our insights feedback on the topic of Back to School here.
Would you like these types of insights for your business? Use our engaged panels and our dedicated private platform to gather critical insights to help influence and deliver long term profitability. Contact us now to find how we can help.