Sparkler | 1,919 followers on LinkedIn. Jonny is one of the leading team members of the Lockdown Unlocked study and has been committed to the study since its beginning back in March 2020. Below is the Wheel of Life - a framework we’ll be using to explore changes in attitude, behaviour, needs and expectations within different sectors over the coming weeks. “We have also had a few interactive snakes and ladders sessions with grandchildren and taken part in an interactive radio quiz with my daughter and hubby.”, “I have watched some episodes of “Joe Exotic” with my daughter, as she has followed it all and kept talking about how crazy it was. This study helps to shed light on how consumers are responding to the pandemic, how their lives are changing and how they are adapting as the pandemic continues. Earlier this week we launched the Lockdown Unlocked Community. Lockdown Unlocked is an online qual community with 40 members across the UK, combined with a nat-rep quant tracker of 1,000 UK adults. 2020-08-12T17:00:00+0200. We shine a light on the human side of the digital world. Sparkler, part of PA, embarked on Lockdown Unlocked –a consumer research study that provides deep, real-time insight into how people across the UK are feeling, thinking and behaving. Solution. Entertainment choices are being driven by what can best bring the household together. To answer some of these questions, Sparkler launched Lockdown Unlocked, an on-going online qualitative study powered by Recollective. Webinar: Less can be more - how you can use agile research to rapidly meet your goals. I don’t mind it really [...] I’ve got battery on my phone and people to call or games to play!”. Our human insights team at Sparkler, part of PA, saw an opportunity to quickly launch a research project, Lockdown Unlocked, to explore these changes in the UK. As we navigate through the changing consumer landscape, we’ll be unlocking and sharing new findings that can help organisations consider how best to respond. As well as being more relaxed about time on screens, parents are the group who show the most heightened willingness to spontaneously spend on a film at the moment - even if it means paying more than they would normally, presumably as a way to entertain and bring members of the household together. Covid 19 has affected how people work, communicate, shop, exercise, spend their time and many other facets of everyday life. Nearly a third of young people have tried a new streaming service during lockdown. Usage of these services have served as a ‘crutch’ for many 18-34 year olds during lockdown, whilst only 2 in 10 of those over 55 feel the same way. Drawing on insight from our weekly quantitative tracker with 1000 people Nat Rep and our qualitative online community of 40 people, here’s a summary of what we’ve been hearing..., #1 Entertainment choices are more important than ever. Introducing: Recollective Certification! As people find the broader picture at times worrying, scary and bleak, they’re turning to entertainment to take them away to a different place, even if only for a short while. What marketing strategies does Sparkler use? Lockdown Unlocked: Willing & Able Evolution Published on September 18, 2020 September 18, 2020 • 23 Likes • 2 Comments. As we move towards leaving lockdown I wondered what it would be like ! Introducing Lockdown Unlocked, our brand new insight community study that will bring you live insights from behind the lockdown. “I have been listening to more music and have downloaded soundcloud and listen to it nearly every day, to keep myself occupied throughout the day [...] I read my book in the day, listen to music in the queues or while I’m cooking.”, “The most I’ve waited has been just over an hour for food and 2 hours to pick up a prescription for my parents. This increased emotional investment in entertainment translates into a greater perceived engagement in content for young people. Published By. The Royal National Institute of the Blind . Lockdown Unlocked: Shopping & Retail Our colleagues at Sparkler have launched a multi-part study delivering live insights from inside the lockdown. More generally, the social nature of online gaming makes it an appealing way to spend time connecting and keeping in touch with friends and family during social distancing. There’s a new, strong sense of community spirit as well, a sense that people are looking local to check in on neighbours and an emotional response to clapping for the NHS. In the midst of all this change there’s a need for clarity - what are people thinking, feeling and doing during these times? Interactive digital alternatives have come to the fore as people look to plug this gap, starting to play online games, virtual quizzes, or WhatsApp drinking games! Half of people living with others, and just under two thirds of family households, agree that choosing entertainment that unites everyone is more important during lockdown. And what unites people is an overwhelming uncertainty around when this will end or change. Lockdown Unlocked is an online qual community with 40 members across the UK, combined with a nat-rep quant tracker of 1,000 UK adults. Lockdown unlocked: Understanding the impact of COVID-19 through an online community. Webinar: Lockdown Unlocked with Sparkler. Sponsor. Keep an eye out for our report next week where we’ll be exploring changing attitudes and behaviours within Shopping & Retail. The role and importance of entertainment has changed. Challenge. People now have more time to pick up abandoned projects, try new things, develop relationships, or just relax. 2020-07-16T19:00:00+0200 . Sparkler: Lockdown Unlocked Background. 9 months ago About 30 minutes; 2020-07-16T19:00:00+0200. My partner wants to watch something on TV and that’s fine! People are taking control into their own hands and creating, shaping and planning their home entertainment to meet their new lockdown needs. In today’s webinar, Recollective partnered with Sparkler to highlight how they used the … How has COVID-19 impacted daily lives and routines? Attend. Gaming has played a key role in filling the entertainment gaps left by live sport and socialising during lockdown for younger audiences, and particularly young women. The choices people are making around entertainment varies greatly from household to household, and it’s clear that people are having different experiences. Sparkler: Lockdown Unlocked Sparkler, part of PA Consulting, understood that a lack of insight into the everyday lives of people dealing with the pandemic was causing their clients a number of challenges and resolved to address the problem. TV is often saved for the evening, but days are filled with music, radio, books, and games. I am looking for is something to relax with. People are now reassessing and re-evaluating what’s truly important to them, what they actually need and what they can live without. This week Lockdown Unlocked has been focusing on Entertainment. How have people adapted to their new circumstances? As many of the nations’ shops and stores shut their doors for the time being, we’ve been investigating how people’s shopping behaviours, attitudes and needs are changing during this extraordinary time. Lockdown Unlocked is an online qual community with 50 members across the UK, combined with a nat-rep quant tracker of 1,000 UK adults. To answer some of these questions, Sparkler launched Lockdown Unlocked, an on-going online qualitative study powered by Recollective. When it comes to entertainment people have stated a clear and emphatic preference for content that provides escapism from lockdown - to the degree that it is a key driver of what people will choose to watch. Associate Partner, Sparkler. Sparkler was born in 2001 to help businesses understand and exploit the complex interplay between consumers, brands and the digital world. We’ve found that some people, especially in couples with differing tastes, are finding the spirit of co-watching and compromise difficult to get on board with, and are missing their evenings in alone with sole control of the TV. Where, when and what is the light at the end of the tunnel? It dominates the news, governs our behaviour and is a constant source of debate. However, it’s not entirely a friendly, social story! Hilary Ingleton Head of Research and Insight. Qualitatively, we’ve found this can be driven by entertainment compromises as households look for things they can do together, with some women in couples learning to get on board with their partners’ interests. Here’s some of the emerging insights that we’ve observed this week: There’s no sugar-coating it, this is a tough time for people. In the latest installment, and as many of the nations’ shops and stores shut their doors for the time being, they’re investigating how people’s shopping behaviors, attitudes, and needs are changing during this extraordinary time. People have moved into various modes of subtle survival as they seek to protect their health, income, wellbeing and freedom. Lockdown Unlocked is anonline qual community with 50 members across the UK, combined with a nat-rep quant tracker of 1,000 UK adults. While the evening is still prime time for entertainment and media consumption, furloughed workers are looking to fill more parts of their day with things to do. 10 months ago About 30 minutes; 2020-06-24T17:00:00+0200. Get traffic statistics, SEO keyword opportunities, audience insights, and competitive analytics for Sparkler. There is a stated willingness to let ‘usual’ rules around screen time slide a little. Within households, we’ve seen parents start to adopt some of their children’s entertainment interests as they look for ways to enjoy spending time together as a household, picking up new games or series with them and consciously making choices on TV, films and games that can bring the whole household together. From out of control to in-control: A market researcher’s operating system for the ResearchTech ecosystem. Jonny is an associate partner at Sparkler and specializes in qualitative insight within the digital, technology and travel sectors. As people continue to adjust to the new normal, they are looking away from the ‘end of the tunnel’ for light, hope and positivity, and instead are finding it within their own daily lives and rhythms. As such, entertainment decision making is more important, conscious and planned than ever. “Living alone it’s important to always have nice series/movies/books on the go … so as to be busy and content during my free time.”, “Tonight is difficult. So we’ll be digging deep into precisely what this looks like in the coming weeks…. … This, in parents’ eyes, is a way to ensure their children aren’t just sitting in front of the TV the whole time. Consumers are forming new routines, new habits and new ways of doing things to adjust. 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