Play Strategy Action 6.3 Play in the Home

Research aims and objectives

The aim of the project was to conduct desk based research to investigate and review the range, quality and accessibility of information and messages currently available to parents and carers for guidance on how to access cost effective resources for play in the home.

Five key objectives for the study were set out:

1. Discover and quantify all available information or messages available to parents and carers on cost-effective resources for play in the home environment.

2. Analyse, Assess and Segment the information and messages by:

a. Effectiveness of reach (current reach and potential reach)
b. Target age group
c. Inclusivity
d. Clarity and Accessibility of information
e. Cost to parent for resource
f. Cost to parent or carer for activity
g. Ability of child to participate in activity
h. Sectors producing this information
i. Media type
j. Information type (Advice, Activity or both)
k. Geographical reach
l. Population Segment and family type

3. To identify where there is duplication of materials

4. To conduct gap analysis to identify:

a. Parent and carer segments not being served
b. Play types not covered
c. Groups of young people not served
d. Types of media not created
e. Key sectors not producing this information
f. Geo-locations that are not being served

5. Develop Recommendations to support the aims:

a. "Develop user friendly guidance on how to access cost effective resources of play" and
b. "That Scotland will be the best place to grow up"