Sahar Azimi
Hi there!
As a UX & marketing researcher, I've had the opportunity to use my background in education to work on some great studies & products supporting youth and families.
In my free time, I'm a writer and illustrator passionate about storytelling in children's media, and I also give some of my time volunteering as the Senior Coordinator on the Research & Insights team at the Children's Media Association.
Thanks for visiting my page!
Who I've Worked With
Youth-Centered Research
Teen Smartphone Habits
Project Director
Target Audience: Teens aged 13-18 (Gen Z smartphone users)
Methodology: Digital Diary Study --> Scale-up to Year-Long Online Research Community
Compliance: Strict parental consent, youth assent, and COPPA-aligned data security protocols
The Bottom Line: Transformed a 1-month pilot into a year-long initiative by delivering high-impact, multi-media behavioral insights directly to executives.
The Challenge
An internal product team needed to understand how teenagers actually interact with a proprietary smartphone feature in their day-to-day lives. They lacked visibility into real-world friction, edge-case bugs, and the core Jobs-to-be-Done (JTBD) for Gen Z. Standard, one-off interviews wouldn't capture natural, long-term habits.
The Agile Approach & Methodology
Exploring Ad Experiences with Young Children
Lead Researcher & Moderator
Target Audience: Kids aged 4–8 and their Parents (30+ Households)
Methodology: In-Home Contextual In-Depth Interviews (IDIs) & Live TV Prototype Testing
Compliance: Strict parental consent, youth assent, and COPPA-aligned data security protocols
Guardrails: Non-verbal emotional scaling and strict PII scrubbing
The Bottom Line: Translated complex behavioral data and co-design artifacts into an executive-level report outlining age-appropriate digital ad experiences.
The Challenge
As children's media consumption shifts, digital platforms face critical challenges in helping young audiences distinguish between organic content and paid advertisements. High-level stakeholders needed to understand how children experience ads, what visual cues indicate a commercial to them, and whether newly designed prototype graphics successfully signal an advertisement on a television screen.
The In-Home Ethnographic Approach
