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Engaging Teens through Interactive Media: A Study of FLIPSIDE Magazine and Innovative Projects

This case study explores the role of interactive media in engaging children and teens, focusing on initiatives like FLIPSIDE Magazine, which highlights science and engineering's role in music, films, sports, and adventure. Through exploratory research involving focus groups and interviews with teens and school librarians, we uncover trends in interest and potential distribution channels. Ongoing projects like FILM STREET and National Museums Online Learning illustrate successful strategies for motivating young audiences. This research provides insights into effective communication, educational resource development, and advertising tracking methodologies for youth engagement.

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Engaging Teens through Interactive Media: A Study of FLIPSIDE Magazine and Innovative Projects

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  1. Case studies - magazines FLIPSIDE MAGAZINE • Teen magazine looking at the role of science and engineering in areas of interest to children, covering music, films, sport and adventure • Distributed via school libraries • Initial exploratory research - focus groups with teens, interviews with school librarians, to establish interest, expectations, potential distribution channels • Ongoing development - paired depths with readers • Quantitative research - awareness and opinion • Feedback from parents (IET members) - in home placement

  2. Case studies - magazines CHILDREN’S PARTWORK MAGAZINES • Programme of research from initial concept to final product and advertising • Workshop-style sessions with children • Talking to parents as gatekeepers • Ongoing relationship since 2000

  3. Case studies - website development FILM STREET • Film-based website for 6-9 year olds, designed to motivate young children to become involved in films and film making • Supported by Culture Online, DCMS, First Light, Bfi, CBBC • Multi-stage research programme to provide input to the development • Workshop sessions to establish interest and direction • Focus groups and paired depths to provide feedback as the site develops • Online testing prior to full launch, among children and teachers from schools across the country • Involvement in the West End launch event

  4. Case studies - internet resources NATIONAL MUSEUMS ONLINE LEARNING PROJECT - WEBQUESTS • Research as part of the development process for web-based resources for schools, based on the online collections of ten national museums • User testing among students - primary and secondary • Focus groups with teachers • Research approach: • Watching children in action • Talking to teachers about the way they might use the resource • Working closely with the development team

  5. Case studies - education resources FARMING & COUNTRYSIDE EDUCATION • Benchmarking research on food, farming and countryside issues • Establish and monitor views and opinions of 7-16 year olds • Discussion groups with children in schools - urban, suburban and rural • Self completion survey amongst 7-16 year olds in 50 schools • UK wide sample of over 2000 7-16 year olds • Measuring awareness, experience and attitudes - food, farming • Design evaluation research for YOFF • Paired depths with 7-14 year olds

  6. Case studies - advertising tracking • Advertising tracking research for national road safety campaigns • Hedgehogs - Children 7-11 years and Distractions - Teens 12-16 years • Regular waves of face-to-face interviews carried out from 2004 onwards • 1000 children or teens per wave, UK wide, quotaed on age / sex / SEG • Tracking awareness, comprehension of and reaction to campaigns • Monitoring road safety awareness, attitudes and behaviour over time • Latest research measuring the new MTV / THINK! advertising

  7. Case studies - tracking • Ongoing tracking research among children and young people • Interviewer administered twice yearly in schools from 2005 onwards • 350 11-16s per wave, parental consent, CRB checked interviewers • Tracking … • Awareness in context of other national charities • Awareness of issues of abuse and cruelty • Response to scenarios • Awareness and comprehension of advertising – Don’t Hide It • Advertising campaign across radio, press and online, with sophisticated use of partner organisations – web, radio and press

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