the challenge ​

Our client wanted to increase engagement with its science-based content, especially among women, Black and Hispanic consumers. The team needed to understand what kinds of content, representation, and delivery would feel most relevant to each audience.  

our approach​

• Reviewed prior efforts to engage these segments to understand what had worked, what had not, and why.
• Conducted focus groups with members of the target audiences.
• Explored perceptions of STEM, where audiences found science content, the topics that interested them, preferred forms of representation, and reactions to specific content clips.

the impact

The research produced clear content guidelines for each target audience, including approaches to avoid. It also identified partnerships and promotional ideas likely to be attractive and credible to each group.

The client translated the findings into a comprehensive guide for creating STEM content for these audiences. The guide is used nationwide across the organization.