Request for Proposals - Market Research Agency at Ubongo

Objectives

To undertake detailed analysis of the content  market and diving deeper into the needs and barriers with regards to the edutainment sub sector including; 

• Understanding Audience needs and attitudes including content preferences 
• Mapping potential competitors and partners 
• Exploring user device preferences (Including linear TV, Subscription based audio-visual channels, traditional radio and digital uptake), 
• Identifying policy and regulations that would influence content uptake
• Overall identifying potential opportunities and providing recommendations on the most viable strategy.
• To identify the barriers and motivators that may affect the choice of children's content by parents.

Research Questions 

To provide data on key metrics in new and promising markets for Ubongo to scale and grow its products and brand including: 

• Demographics: What is the country's population aged 3-14 years? What are the birth rates? What is the population density and distribution?
• Education: What are the literacy levels? What is the latest Early Grade Reading Assessment data? What are the countries policies around Learning through Play or Play Based Learning? What are the country's policies around edutainment? What nuances exist e.g. hard to reach population, People With Disabilities and neurodiversity,  gender, youth?
• Media and Broadcasters: What is the preferred medium for mass reach? What devices are present? What is the broadcast landscape  and existing edutainment  content? What is the known user feedback and existing partnerships around edutainment? 

To undertake detailed analysis of the content consumption market and diving deeper into the needs and barriers with regards to the edutainment sub sector,identifying potential opportunities and providing recommendations on the most viable strategy:

• What does the media landscape look like in the country/region?
• Are there any existing edutainment content providers in the country?
• Is there any existing policy on broadcast of kids’ content in the country?
  For instance, is there a threshold given to media houses for broadcasting kids’ content? 
• Which private sector companies - suppliers, installers (market actors/innovation system actors), intermediaries, are at the forefront?
• Where are they located in the value chain? What are the established business models?

Identifying the barriers and motivators that affect the choice of children’s content by parents.

• What are the media consumption patterns/habits in the country generally for adults but even specifically for kids aged 3-14 years?
• What is the general perception towards kids’ edutainment content in this country? 
• Who gets to decide what families watch, and what factors influence that decision?