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Life is an-in person
event
- CMO Fast Co Innovation
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The impact of enforced behaviour change from
Covid-19 on younger people’s habits, identity and
behaviour,
and understanding what it means for the ABC as we deliver
audience informed digital experiences.
Alex Crook
Design Research Lead
ABC Australia
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Laila’s digital
journey
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Adapting to
change
Laila’s digital
journey
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Adapting to
change
Laila’s digital
journey
Exploring people
in their space
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Laila’s digital journey
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Really anxiety
provoking
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Laila & the news
Lighter, less credible
stuff
Banned myself from
the news for awhile
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I’m more wanting to just
consume positive things
Taking a news break
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TikTok rising
Just in general just makes me
feel motivated and picks me up
a little bit
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A place of respite
Easy to consume - I don't walk away
feeling heavy or contemplating life
Light and fluffy, funny and real!
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Bring the visual appeal
You're just gonna get bored if it looks dull
and there's no energy in the video
If it's not visually appealing, I'm
not gonna look at it
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Low effort consumption
It's clever. It doesn't require a lot of
energy to focus on those things - it's
just there
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Created the hook
I use TikTok a lot more for pretty much
everything to discover new ways to do
things, to discover news content, um, to
discover new trends, new food, new
places…”
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Entrenched expectations
It's just the way I consume it, I don't
necessarily wanna read about it
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Adapting to change
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Internal trigger
Need
Action
Reward
Investment
Reinforcement
Habit established
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Internal trigger
Conscious of the content she
consumes and acknowledges its
negative impact
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Need
To protect her mental wellbeing
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Action
To find content safe havens, and
feel satisfied with choices
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Reward Social Media is a source of inspiration
& supports aspirational thinking
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Investment
Visual appeal drives engagement, it
helps her stay, play & return
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Reinforcement
This easy distraction to pass the
time, and boost mood is
frequently repeated
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Habit established
Drawn to short, brief and easily
digestible content whether is it
entertainment or news
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Exploring people in their
space
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Multi-pronged approach
Trends analysis &
research review
Unmoderated
interviews
Diary studies +
interviews
Ethnographic
interviews
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The surprise benefits of unmoderated interviews
• A window into their online world
• Unprompted interaction in how they
search, discover and consume content
• Analysis of their favourite apps
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Try these:
• Tell it with a story
• Break it down into simple steps
• Create the conversation
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Thanks
Alex Crook
Design Research Lead
ABC Australia