"We still have work to do on our target audience. During our formative research, we decided on children ages 4—7 but we haven't narrowed it down any further than that. Because this group is so young, we did most of our formative research with parents. We may need to segment based on what we know about the parents, even though I think we'll most likely think of them as our secondary audience because they have so much influence over the children's behavior. We tried segmenting based on level of concern about children's TV habits. We did two focus groups with parents who reported high levels of concern and two groups with parents who reported medium or low levels of concern. But that split didn't seem to make much difference to how much TV they actually watched.

So, I asked Tiffany to look at the data from our problem description, secondary data, and our formative research. I got her to note any findings that might help us determine a way to segment our audience. Here's what she wrote down:"

• Parents find it difficult to keep track of children's time with media.
• Parents believe they'll have to "entertain" their children if they aren't watching TV.
• Parents see watching TV as an activity they can do together, provides things for them to talk about.
• Parents see TV as displacing other activities, ones that could be more valuable or useful (i.e., chores, reading, playing outside).
• Some parents are worried about content of TV, especially violence.
• Parents felt that 2 hours or less was reasonable in theory, but would be difficult to enforce.
• Parents have varying rules and practices for TV watching: some have rules about content, some have "rules" that end up being general family practices, and some parents closely monitor how much time their children spend with the TV. Parents who monitored the time spent watching TV had children who watched less.
• Parents do say that they want to connect with their children and can see TV takes up valuable communication time.