Case Study: Ad Council captures authentic teen feedback on bullying with dscout

Ad Council captures teen feedback in 2 weeks with dscout

The Ad Council, a national public interest nonprofit, faced the challenge of capturing authentic, in-the-moment feedback from teenagers about their personal experiences with bullying. Traditional research methods, where the presence of an adult researcher can influence responses, were a barrier to gaining unvarnished candor on this sensitive topic. To test their new anti-cyberbullying emoji keyboard, they turned to dscout and its mobile diary study service.

dscout implemented a video diary study using its app, which allowed teens to self-record their thoughts on their own phones in a natural, organic way. This methodology removed the researcher from the room, resulting in highly authentic and emotional feedback that was vital to shaping the campaign. The results provided the Ad Council with specific, powerful material that confirmed their tool was well-received and would empower teens to stand up against bullying.

Ad Council