The KidStrong Research Brief
Part of the Testing SurveyMonkey + Claude Integration series.
If you missed it, start with the introduction post where I cover the integration, my mock client, and why I think this one is worth watching. I also walk through the caveats of running a mock study.
Background
KidStrong is a science-based child development franchise founded in 2015. It serves kids from walking age through 11 with weekly 45-minute classes combining physical training, cognitive development, and character building. KidStrong closed 2025 with roughly 177 open locations and 65,000 kids served weekly, with 60 new units planned for 2026. Most members find the brand through word-of-mouth or proximity to a new location.
Core Business Question
How do we convert parents who are actively looking for child enrichment programs into KidStrong members — and what's getting in the way?
Research Objectives
Understand how parents first discover KidStrong and what drives enrollment
Assess brand awareness and perception among parents of children ages one to 11 who are not yet members
Identify barriers to trial — price, awareness, proximity, skepticism about the program concept
Explore what parents value most in child enrichment programs and how KidStrong maps to those values
Target Audience
Primary parents or caregivers of at least one child between ages one and 11. Mix of current members, lapsed members, and non-members.
Methodology
Online survey, approximately 15 to 20 minutes.
Sample
Targeting around 200 responses, collected organically through Facebook parenting groups and other social channels.
Key Research Questions
How did you first hear about KidStrong — or have you heard of it at all?
What factors matter most when choosing an enrichment program for your child?
What hesitations, if any, do you have about enrolling?
How does KidStrong compare to alternatives — sports, tutoring, gymnastics, playgroups?
What drives current member satisfaction and retention?
A Note on Scope
No formal deliverables or timeline here. This is a mock study, not a real client engagement (unless someone at KidStrong stumbles upon this post).
That said, the research brief is based on publicly available information. I don't have access to KidStrong's internal priorities, strategic challenges, or business objectives — which in a real engagement would shape every decision in this brief, from the research questions to the methodology to how we'd define success. The research questions, sample definitions, and objectives here are my best guess at what would be relevant given where they are as a brand. A real brief would go through several rounds of alignment with the client before a single question gets written.
What's Next: Building the Questionnaire with SurveyMonkey's Claude Integration
In the next installment, I'll be walking through how I used the Claude and SurveyMonkey integration to build the questionnaire — from scratch, inside SurveyMonkey, without ever leaving Claude. That's where things get interesting.