Cartoon Network Australia required insight to answer three key research objectives:
Dubit designed a two stage approach, with both a quantitative survey and an online qualitative forum with follow up depth interviews. We spoke to children and parents to gather insights into the role that Cartoon Network plays in their viewing, identifying areas where it could better serve the needs and wants of its viewers.
Additionally, we identified key issues and topics that are important to children in Australia, and how they would like the TV they watch to address or influence these. Our findings helped to influence future marketing and scheduling decisions around Cartoon Network content and the new Cartoonito concept.