Children: hypotheses and test results

Context: know that natural sciences (chemistry, physics, biology, etc.) can be difficult to understand and master. Worried that their child will have problems with them. So as a preventive measure they consider sparking interest in these subjects, so the child is already prepared for in-depth study of them. Parents want to spark their child's interest in natural sciences, so it's easier for them to study related subjects

Context: mindful moms/grandmothers, striving to develop their children and grandchildren, considering various options. Leaning toward journalism. Want: to develop their children through TV and radio journalism training

Context: they picture their child on stage, on TV, in a YouTube show, etc. in their dreams. They understand that to make this a reality, they need to develop the child's creative abilities, especially when it comes to behavior during public speaking. So they think about which courses to enroll their child in. Want: to teach their child public speaking skills, to help them become a star

Context: they work a lot, there's no time left for the kids. At the same time, they don't want their child to sit around doing nothing. They're looking for developmental clubs that would solve this problem. They're considering TV and radio journalism, since it develops speech as well as public-speaking skills, etc. They want: to introduce their child to TV and radio journalism, to keep them occupied with something useful while the parents work

Context: they see that their child is withdrawn and uncommunicative. They're worried about it. They're looking for ways to help them open up and socialize. They're considering TV and radio journalism as an option, since it involves developing clear speech and the skills to work with a wide audience. They want: to introduce their child to TV and radio journalism, to help them socialize

Context: worried that their child has poor diction: speaks quietly, unclearly, places emphasis poorly. Afraid this will cause them problems at school and later in life, so they look for ways to develop diction. Think that TV and radio journalism training can help with this. Want: to develop their children's diction through TV and radio journalism training

Context: conscious moms/grandmothers who strive to develop their children and grandchildren. For them it's not just a matter of the children's development itself, but also a feeling of involvement. They want to see the child developing, enjoying it, and all thanks to them. They think that an introduction to TV and radio journalism is a suitable option. They want: to introduce their child to TV and radio journalism, to feel involved in their development

Context: they and/or their children have already settled on a future profession. They're planning to apply to journalism school. They want to boost their chances of getting in. They think courses that introduce the profession will help with that. They want: to introduce their child to the basics of journalism, to help them get into journalism school

Parents notice that their children face difficulties with reading, which negatively affects their performance. Grades drop, children fall behind the curriculum, motivation and self-esteem suffer. Parents want to give their children an edge in school.

Moms of creative, active teens who attend theater studios, take part in KVN, have some music school experience. They want to help their child develop their talents so that, once trained to sing, they can feel confident, get into the best university, and become a well-known, in-demand performer

Context: mindful moms/grandmothers, thinking about their children's future, looking for options for their future profession. Considering the journalist profession (they see abilities in the child, or the child wants it themselves). At the same time, they want the child's choice to be conscious. So they aim to introduce them to the profession. They think specialized courses will help with this. Want: to introduce the child to the journalist profession, to help them make a conscious choice in career guidance

Context: work a lot, no time to spend on the child — driving them to various clubs, extra classes. At the same time, want the child to develop and feel their contribution to it, so they look for a way to teach them to study independently. Parents want to teach their children to study independently, so as not to be distracted from work by their children's education

Context: worry something is wrong with their child, because they're very fidgety, find it hard to concentrate and sit still for more than 5 minutes. Want the child to do well at school. Think that developing perseverance in them is needed for this. Parents want to develop perseverance in their child, so it's easier for them to do well at school

Context: confident in their children's mental abilities and talents, but worried they won't be able to blossom at school. Looking for a way to instill a love of learning in their children. Think that psychological preparation will help with this. Parents want to psychologically prepare their child for school, so they come to love learning

Context: constantly try to develop their child in every way. Want them to grow up successful. Constantly looking for new methods to develop imagination and creative thinking in their child, afraid of missing the moment. Want them to be curious, attentive, interested. Parents want to develop creative thinking in their child, to feel confident about their child's happy future

Context: worried that the child might not master or might forget Russian and won't be able to communicate in their native language environment (for example, with relatives). Want the child to have beautiful, literate Russian speech, a large vocabulary. Parents want to teach their child Russian through play, and develop their speech and memory

Children quickly lose interest and concentration during study and homework → bad grades, falling behind. Parents do homework together with the child and are looking for methods for attention and perseverance. Children with ADHD.

The child is stressed and tired from the volume of homework. Parents want to reduce stress and help them cope faster and more easily.

Parents are worried about their children's exam prep; stress and anxiety before exams because of the volume of information, need fast preparation.

Difficulty with analyzing, interpreting and retelling what they've read; children need analytical skills for a successful future.

Parents understand that for a successful future their children need to develop analysis and critical thinking skills. These skills matter not only for school but for life in general. However, many children struggle with analyzing and interpreting what they read.

Important exams are approaching, and parents are worried their children won't manage to prepare well. Children experience stress and anxiety because of the large amount of information they need to absorb in a short time. Parents want to help their children prepare for exams faster and more effectively, to reduce stress levels and increase their chances of passing successfully. They're looking for courses that will teach children fast reading and memorization methods.

Parents notice that their children quickly lose interest and concentration during study and homework. This leads to bad grades, children start falling behind in the curriculum. Parents are looking for methods and tools to help children maintain attention and perseverance longer, so they can study effectively and handle lessons. They want their children to learn to focus on one task, not get distracted, and be able to improve their grades. Children with ADHD

Parents notice that their children face difficulties with reading, which negatively affects their academic performance. Grades in various subjects drop, children fall behind the curriculum, motivation and self-esteem suffer. Parents want to help their children overcome these problems by improving their reading and information-processing skills. They aim to give their children an edge in school, so they can better handle the material and get high grades.

Children often experience stress and fatigue because of the large volume of homework. This affects their psychological state and motivation to study. Parents want to reduce this stress and help their children study and memorize information more effectively. Parents also want to help children handle their lessons faster and more easily, reducing fatigue and boosting their confidence in their own abilities.

Parents want an aviation career for their child. The child took an interest themselves, or someone in the family is connected to aviation. They need a preparation plan and support

Parents are interested in new clubs for kids — to get them engaged. Direct approach: video + post, Odnoklassniki + VK

Moms whose kids are glued to gadgets. Moms are worried and anxious, the child's grades have dropped. They don't want to study. (both promos are tailored to this pain point, but with different angles)

Parents don't have time to spend with their child, especially in summer, but they want them to develop and learn something useful. There may be an interest in the aviation industry from the parent / child. We offer career guidance + building self-discipline + reinforcing school knowledge

Parents understand that for a successful future their children need to develop analysis and critical thinking skills. These skills matter not only for school but for life in general. However, many children struggle with analyzing and interpreting what they read.

Important exams are approaching, and parents are worried their children won't manage to prepare well. Children experience stress and anxiety because of the large amount of information they need to absorb in a short time. Parents want to help their children prepare for exams faster and more effectively, to reduce stress levels and increase their chances of passing successfully. They're looking for courses that will teach children fast reading and memorization methods.

Parents notice that their children quickly lose interest and concentration during study and homework. This leads to bad grades, children start falling behind in the curriculum. Parents are looking for methods and tools to help children maintain attention and perseverance longer, so they can study effectively and handle lessons. They want their children to learn to focus on one task, not get distracted, and be able to improve their grades. Children with ADHD

Parents notice that their children face difficulties with reading, which negatively affects their academic performance. Grades in various subjects drop, children fall behind the curriculum, motivation and self-esteem suffer. Parents want to help their children overcome these problems by improving their reading and information-processing skills. They aim to give their children an edge in school, so they can better handle the material and get high grades.

Children often experience stress and fatigue because of the large volume of homework. This affects their psychological state and motivation to study. Parents want to reduce this stress and help their children study and memorize information more effectively. Parents also want to help children handle their lessons faster and more easily, reducing fatigue and boosting their confidence in their own abilities.

Parents want to help their children acquire a promising profession in the future — to start now studying the promising field of aviation for further admission to a university to become a pilot or another aviation-related profession.

Parents of teens want to find an exciting and useful hobby for their children, extracurricular education or a club. The aviation course helps the child get hooked, occupy their time and develop.

The parents are pilots themselves and want their child to be involved and knowledgeable from an early age.

Parents and children need a product that delivers results; the child enjoys the classes; “a happy, successful child means a happy mom”. Most children start learning English in 2nd grade — an effective start is needed

Moms want their child, when grown up, to be able to choose clothes, combine colors, create a beautiful interior, and develop taste Using a children's course as an example, they'll master skills, create their own children's universe and harmony

They want to get into IT or a big company, but don't know how to start.

A schoolchild's parent wants to teach them to make school presentations. Context: The parent is tired of making presentations for the child at the last minute. Wants to teach them to do it independently as comfortably as possible and without much effort, relieving themselves of this pain

When my child and I are looking for a place where everyone will be comfortable, I choose the VIP room, So that the child can play while I can relax and have a coffee in peace.

The child (10–14 years old) is into boyish pastimes, but not seriously; may be getting into mischief. Parents are worried that he lacks drive and specific hobbies. They want him to be occupied with something and channel his sea of energy into something useful + grow into a man. We'll give him motivation, older mentors, a community, self-discipline + a future profession.

The child struggles with English at school. He/she gets nervous, anxious, doesn't want to go to class because nothing works out. Thanks to English courses the child won't just catch up on the language and improve their school grades — they'll also become more confident.

Parents worry about their child. They want to help them pass the exam successfully. So that the child prepares for the Unified State Exam and passes it successfully + without stress, with the maximum score.

1) Parents want to help their children acquire a promising profession (segments 1-2-3); 2) want to find an exciting and useful hobby (1-2-3); 3) the child is into planes, parents want to show them "what it's really like" (1-2-3-4); 4) the parents are pilots themselves and want to involve their child (4). Geo hypothesis: the main audience is in the provinces.

In the provinces there aren't enough clubs, teachers don't show a goal. We show the goal — a future career in IT on the international market.

The choice is large, but there's no orientation toward the international market.

They're already in a good place, they need guidance on moving toward a prestigious profession.