Welcome to your Hub

Here you can explore your audiences, the behavioural challenges holding them back, and the marketing creative built to change the behaviours that matter to the business.

Every insight is grounded in the parent research: 220+ survey responses and 6 in-depth interviews with parents across the child-connectivity decision.

Click Challenge to get started →

Start here

Four places to look, in the order they make sense

Work left to right on your first visit. Everything is cross-linked, so you can jump straight to a stage later.

Challenge

The challenge facing the business today and the priority behavioural problems contributing to it.

Open challenge →02

Diagnosis

24 factors across three stages, each with the evidence behind it and the behavioural job to be done.

Explore diagnosis →03

Jobs to be Done

The behaviour change strategy required to shift parent decision-making. Each backed by the behavioural forces insights.

See the JBTD →04

What customers need to act

Identify what will move customers along the decision journey and how to influence this through messaging.

Identify triggers →

The journey at a glance

Three stages, three very different reasons parents don't act

20%

Stage 1 — Activate need

Current arrangements still feel good enough, so the decision never opens.

39%

Stage 2 — Build preference

Staying in touch still means a smartphone, and a watch has to earn its place.

41%

Stage 3 — Convert action

Unclear details make waiting feel like the safer choice right up to purchase.

Ready when you are.

Start with the Challenge, then follow a behavioural factor through to the creative it should change.

Open challenge →