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Developing a go-to-market strategy to target neurotypical children for Cognival's online game for psychological research - SENiA

CASE STUDY | Cognival

Author: Prima Chan, Managing Director for Business Development 2022-2024

Our Client:

Cognival is a startup company that incorporates technology and psychology in a playful way facilitating one's development of cognitive function. 


SENiA is an online game-based assessment platform developed by Cognival that assesses attention of children aged 4 to 7 years old in an interesting way. After the assessment, data are gathered and analyzed, supporting early identification of ADHD. SENiA was one of the awarded projects in GoodSeed 2020 Cohort2.


The Challenge:

In order to make SENiA a reliable assessment tool and support their research in children with ADHD, Cognival required more neurotypical children to participate in SENiA. However, SENiA lacked awareness amongst Coginval’s desired target audience - neurotypical children and their parents. In addition, SENiA has always been marketed as a game for children with symptoms of ADHD. So, the question to address was: How can SENiA appeal to neurotypical children, whilst retaining the purpose of ADHD research?


Our Work:

Our team understood the challenges and the main questions to be addressed. There was a need to position SENiA as an interactive online children’s game rather than a research tool. Based on this, our consultants formulated a detailed action plan that covered the following:

  • Conducted market research in terms of the product features of games that would appeal to neurotypical children, and evaluated them against the client’s initial purpose of ADHD research.

  • Mapped out the existing customer journey experience when children participants take part in SENiA.

  • Through empathy mapping, our consultants understood the opportunities existed that could make SENiA, as a game experience, more appealing to children.

  • Understood the client’s network and feasibility of partnerships to promote SENiA.


The Results:

  • Developed recommendations on in-game features that incentivise children to play based on self-actualisation needs.

  • Mapped out a sample game experience map that involved physical elements, transitioning SENiA from a purely online-based game to an omni-channel game experience.

  • Developed a partnership outreach survey, for the client to take an active approach in collaborating with organisations that aligned with their mission and target segment

  • Fine-tuned the client’s existing parent feedback survey, which better quantified their key performance indicators to make more informed decisions, and catered to the different needs of neurotypical children and children with ADHD symptoms

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