MUMBAI: The third edition of Disney’s KidSense has unveiled the new tween ‘codes’ that are replacing the old tenets for tweens in India. The research was conducted by the research agency- The Third Eye.
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These codes are visible in the three Cs of tween’s lives – culture, clan and core. Disney’s KidSense 3 aims to study the ‘senses’ and uncover the truth and trends of the tweens - girls and boys aged 8-14 years across metros and smaller towns. The Third Eye managing director Gitanjali Ghate stated, “The findings from this study are remarkable because the ‘sensing’ has been done through a different process. Disney’s KidSense 3 was a collaborative research exercise with embedded observations and co-creation of data. We had tween researchers versus just tween respondents along with mothers and experts from tween’s lives”. Additionally, the research also provides a peek into the future of mass tweens by researching the core life environments of ‘trendy’ tweens (aged 8-14 years belonging to Sec A+). The findings showcase similarities in the direction of this movement in tween psyche while the pace of these changes and shifts vary for trendy and mass tweens. Walt Disney Television International India senior vice president and managing director Antoine Villeneuve said, “Tweens today are wise and wired, yet vulnerable. Understanding the dreams, realities, environments and aspirations of Disney channel audience is an important pillar for creating relevant and memorable experiences that are appealing, entertaining, safe and family inclusive.” |
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Some of the emerging codes of culture, clan and core of tweens from Disney’s KidSense 3 are: Culture:
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