Hyperlinked
Challenge
YouTube Premium was looking for a way to measure fan engagement for their launch of subscription-based original kids and family programming to its 2.8 million subscribers. Google wanted to test their investment thesis that positive portrayals of underrepresented groups in CS could push fans towards it as a career.
Role
Client and project lead as the Founder and CEO of Thicket Labs
Project Focus
Audience Research
Impact Evaluation
Investment Strategy
Client
Google
YouTube
Deliverables
Audience Quiz
Career Quiz
Ad Campaign
Research Brief
Full-Length Report
In an innovative approach to combat the gender disparity in tech, Google financed "Hyperlinked," a web series that aired on YouTube Premium that was aimed at young audiences, particularly girls. The show features a diverse group of girls who use their coding skills to solve problems and make a difference in their community. Google partnered with Thicket Labs to evaluate the series' effectiveness in changing perceptions and inspiring interest in computer science among its viewers.
Despite growing efforts to increase diversity in STEM fields, women and minorities remain underrepresented. Google recognized the potential of media to inspire future generations but needed empirical evidence to gauge the impact of "Hyperlinked" on viewers' perceptions and aspirations towards careers in technology.
Thicket Labs devised a targeted research study to measure the show's influence on its audience. The project included:
Survey Design: Developing two quizzes that assessed viewers' attitudes towards computer science before and after watching "Hyperlinked" and provided fan engagement data that helped show creators and marketers know more about their audience behaviors and preferences.
Viewer Engagement Analysis: Utilizing data analytics to understand how engagement with the show correlated with changes in interest in tech careers.
Demographic Insights: Breaking down the data by gender, age, and background to identify specific impacts on underrepresented groups.
Impact Assessment: Quantitatively and qualitatively measuring the shift in perception and interest in STEM fields attributable to the series.
Findings
The study provided compelling evidence that "Hyperlinked" had a positive effect on viewers, particularly among girls:
An 11% increase in interest in computer science careers among girls who watched the series, compared to those who had not.
Notable improvement in perceptions of computer science as a welcoming field for women and minorities.
Enhanced understanding among viewers of how computer science can be applied to solve real-world problems, fostering a sense of empowerment and possibility.
Impact
Thicket Labs' findings underscored the significant role of media in shaping career aspirations and breaking down gender stereotypes in STEM. For Google, the study:
Validated the approach of using media to inspire future generations, informing future content creation and outreach strategies.
Highlighted the importance of representation in media, leading to increased efforts to support and produce content that portrays a diverse range of tech professionals.
Strengthened partnerships with content creators, educational institutions, and community organizations to promote diversity in tech.
Results
Teams at both YouTube and Google used the study insights (research brief) to support investment and planning decisions regarding additional shows and to promote two launches that earned 5 million and 26.8 million views respectively for the first episode of each show (blog post and press coverage). Insights from our study were featured in USA Today along with findings from a second study conducted by Nielsen and USC that was part of the same research program commissioned by Google. The project marked a key milestone in Google's ongoing commitment to fostering diversity and inclusion within the tech industry, providing a scalable model for future endeavors aimed at bridging the gender and diversity gap in STEM fields.
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