CONDUCTR (CDTR), the UK-based innovation studio, has announced the appointment of a new board with a focus on play. This new approach is set to drive the firm’s R&D strategy and major changes to its processes, providing accurate market research across key demographics.
The goal of the new board, which is made up of members ages 4 to 9, is to transform meetings into little adventures, strategies into sandpit sessions, and proposals into play.
These tiny powerhouses, led by the company’s youngest executive, 4-year-old Noa Cliff, chief technology officer, will inject fun into boardroom meetings with their unparalleled sense of humour. Their combined knowledge ranges from creative exploration with Play-Doh to colouring inside (and outside) the lines.
Unparalleled play expertise
These mini-masters of merriment will provide insights into the fun factor and guarantee that all offerings are not merely functional, but also satisfy the highest expectations of enjoyment for the target market.
Peter Cliff, CEO and founder of CONDUCTR, says: “When designing experiences for children, we often see that solutions are conceptualised to fulfil a creative brief and then taken through to execution without really exploring whether they work for the intended age group or culture.
“We have appointed our junior board to put all our immersive and interactive experiences aimed at a family demographic through their paces. This will ensure that we are making no assumptions from our adult perspectives about what’s fun, what’s intuitive and what content really resonates.
“Children bring a level of scrutiny that even the most seasoned professionals could only aspire to achieve, and their unparalleled expertise in play will bring a fresh and authentic perspective to our product testing process. After all, if the kids are alright, then so are we!”
When approached for a comment, five-year-old Remi, chief creative officer, declined, preferring a slice of cake.
CONDUCTR creates experiences and products that are unique to the market and push boundaries by fusing cutting-edge innovation and future trends with the art of immersive, story-led design. The firm creates supercharged shared moments that unite audiences through the positive use of technology to enhance and enrich the visitor experience.
By prioritising young play testing in R&D, innovation will meet raw creativity and business is set to become a little more playful.
CONDUCTR recently announced that its US Design and Production Studio in Orlando, Florida, has officially launched and it has Incorporated as a fully operating US entity.
