Knowing Your Customer: Market Research for Quality OST Presented by Dr. Julie Pokela Market Street Research

Why Conduct Marketing Research? Improved decision-making in terms of:  Identifying targets for OST programs  Designing and structuring programs  Developing effective communication strategies

Model of OST Decision Making

Are parents and kids interested in OST programs? Research shows interest among both parents and kids  Interest is highest for K-3, moderate for grades 4-10, and drops for grades  Parents are looking for academic enrichment and safe activities for kids  Kids want fun things to do

Are parents interested in OST programs? Survey of parents of elementary school students in Boston conducted for Boston After School and Beyond, August, 2006 “If you could choose between sending your child to an after-school program or having your child be with a trusted relative or family friend, which would you choose?”

Are kids interested in OST programs? Middle school students: “I support after-school programs completely, because you talk to your friends, and nobody wants to go home after school. Nobody.” “I don’t like going home after school.” “Me neither.” “I just go because I have to. If I had somewhere else to go, I would go somewhere else.” Focus groups with middle school students in Providence conducted for Rhode Island Kids Count, December, 2003.

Are parents and kids aware of OST programs? Awareness of OST programs varies from city to city Parents and kids generally don’t think they have many options to choose from Lack of awareness is a major reason for not participating in OST programs

How do parents and kids perceive OST programs? What content do parents and kids generally want?  A wide range of content  Homework help as a part of OST programs What kind of structure do parents and kids generally want?  Programs in their neighborhoods  Safe locations and active, involved leaders  No consensus on who should lead programs and whether they should be in a school or other location

How should OST programs be structured? Survey of middle school students, parents, and CBOs in Washington D.C. conducted for CYITC, March, 2006 “The after-school program could be structured to extend the school day, so there would be more time for students to work on academic subjects. How do you feel about this idea?”

What are the barriers to participating in OST programs? The major barriers from past research include:  Concerns about safety in the programs and traveling to and from programs  Transportation  Cost  Competing responsibilities

What are the barriers to participating in OST programs? Respondent: “My daughters, they are not allowed to go nowhere anyway, that’s just the way it is.... Sorry, they ain’t going nowhere.... ‘You’re not going nowhere. You stay home until I get home from work,’ that’s just the rule now. Basically, I know what they are doing because they are home.” Moderator: “Are you worried about what your kids are doing after school?” Respondent: “Not too much. For the most part, they are always in the house. There are not a lot of after- school programs at the school they go to. There’s a lot of money invested in the computer and a lot of money on the shelf in Play Station. But if that’s what it takes to keep them in…” Focus groups with parents of middle school students in Providence conducted for Rhode Island. Kids Count, December, “What’s important to you in terms of how your middle-school children spend their time?”

How satisfied are parents and kids with OST programs? Satisfaction with OST varies widely Parents and kids are satisfied when programs are safe, fun, educational, and well-managed

Perceptions of safety of new OST programs Survey of middle school students and parents conducted for PASA, March, 2006 “I’d like you to compare the after-school programs that are available through the AfterZone to those that were previously available. Based upon what you know or have heard, do you think the new AfterZone programs are:”

Conclusion Marketing research can improve OST decision-making resulting in:  Increased enrollment  Increased participation and retention  Higher satisfaction

How to conduct research with parents and kids about OST programs?  Market Street Research has developed a manual on how to conduct marketing research on OST, with funding from The Wallace Foundation  The manual is available at: and

What is in the manual?  An overview of the marketing research process  Workbooks on conducting secondary research, utilization research, focus groups, in-depth interviews, telephone surveys, in- person interviews, and self-administered surveys; and on developing a communications plan  Prototype materials for each workbook