Instytut Książki
Instytut Książki jest państwową instytucją kultury. Zostaliśmy powołani przez Ministra Kultury i Dziedzictwa Narodowego do promocji polskiej literatury na świecie oraz popularyzacji książek i czytelnictwa w kraju.
Działania
Badania odbiorców, użytkowników i publiczności
Obszar
Kultura, czytelnictwo
Czas
6 miesięcy
Dlaczego nie czytamy dzieciom?
Instytut Książki miał dostęp do wielu badań pokazujących, dlaczego czytanie dzieciom jest ważne i jakie korzyści przynosi. Brakowało jednak pogłębionego rozpoznania drugiej strony problemu: dlaczego część rodziców nie czyta dzieciom, czyta rzadko albo przestaje to robić. To temat delikatny, bo nieczytanie dzieciom może wiązać się ze wstydem, poczuciem winy i obawą przed oceną.
Mój zakres pracy
Projekt realizowałam wspólnie z dr Martą Skowrońską i dr Moniką Rosińską. Badanie obejmowało desk research, konsultacje eksperckie, wywiady indywidualne z elementami etnografii oraz warsztaty co-creation.
Proces został zaprojektowany tak, żeby stopniowo pogłębiać wiedzę: od analizy istniejących danych, przez indywidualne doświadczenia rodziców, aż testowanie możliwych rozwiązań. Szczególnie ważne było takie zaproszenie do badania i sformułowanie narzędzi, żeby nie stygmatyzować rodziców, lecz zrozumieć ich codzienność, ograniczenia, język i realne warunki życia.
Rezultaty
To przykład badania trudnego społecznie tematu, który wymaga uważności, precyzji metodologicznej i empatii. Pokazuje też, że wartościowa diagnoza nie polega tylko na opisaniu problemu, ale na znalezieniu języka i rozwiązań, które mogą realnie wspierać zmianę.
Segmentacja rodziców czytających rzadko lub wcale
Diagnoza barier psychologicznych i logistycznych
Zrozumienie autentycznych motywacji rodzicielskich
Identyfikacja aktywności konkurencyjnych dla czytania
Gotowe scenariusze działań i rekomendacje wdrożeniowe
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