Research and strategy to help Facebook with New Product Development in the kids sector

The Client

Facebook are the leading social media network worldwide with almost 2.2 billion monthly active users, alongside their users on Whatsapp, Messenger and Instagram.

The Brief

Facebook wanted to understand the social media behaviours of their younger users - and their parents - to inform future product development.

The Approach

When Facebook were looking to understand the media and communication preferences of their target audience, they turned to Dubit Trends, because we regularly collect this data to predict the future trend in these behaviours. We were able to share that 74% of parents of 6-12 year olds are concerned about their children interacting with strangers or people they don’t know online, so parents had to be a part of the solution. Dubit ran qualitative research with groups of parents and kids then helped to flesh out their needs and concerns around messaging, social networks, and child safety. Dubit also conducted a series of workshops with the Facebook product development team in Palo Alto, and provided recommendations for a safe Messenger app for younger audiences.

The Output

The Work

Facebook Messenger Kids was launched in December 2017; a new app that makes it easier for kids to video chat and message with family and friends when they can’t be together in person. Messenger Kids is a standalone app that lives on kids’ tablets or smartphones but can be controlled from a parent’s Facebook account. Kids can talk to grandparents with video chat, message cousins who live far away, or send mom a decorated photo while she’s working late to say hi!

Read more about how children are using Facebook Messenger Kids to help cope with COVID-19 isolation.

"Morgan Brown, the product lead of Messenger Kids, calls it “technology with training wheels.” Not only does it give kids the ability to dip their toes into texting, but it gives them possibly their first exposure to stickers, gifs, and creative effects found on other platforms like TikTok, Snapchat, and Instagram."


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