KidSense 2007, a strategic effort by Disney and GroupM to explore the world of kids in India and share insights on the market for kids, has been launched. The initiative, which was started in 2006, includes annual research and periodic industry forums for stimulating discussions to better understand the largest kids market in the world.
Antoine Villeneuve, senior vice-president and managing director, Walt Disney Television International (India), says, "With kids emerging as consultants for parents on key purchase decisions in homes across India, Disney's KidSense 2007 provides comprehensive, category-wide insights into young minds. The study continues to serve as a credible reference point for the industry and our business partners, and will help grow the business in the industry as a whole."
This quantitative survey covered kids aged 8-14 and parents of kids aged 4-14 belonging to SEC A and B households. The fieldwork, which lasted from July to September 2007, was carried out across 10 cities in India, including Mumbai, Delhi, Kolkata, Bangalore, Chennai, Hyderabad, Lucknow, Ahmedabad, Ludhiana and Jaipur. The results were based on 3,560 respondents.
"Once we accept that kids play an important role in purchase decision making, as marketing practitioners we have to deal with practical questions such as what appeals to this segment in a particular category, and how do we reach them," says Vikram Sakhuja, COO, GroupM, South Asia. In the past, initiatives taken were based on individual opinions, which are hugely subjective. Disney's Kidsense study now addresses these information gaps, making it possible to make informed and data-based decisions on how best to address the kids industry.
The study conducted last year provided a detailed analysis of kids aged 4-14 with segmentation that brought out a clear distinction between the three main groups - 4-5 years, 6-9 years and 10-14 years. It offered a full section on kid power, which covered 15 product categories and successfully answered a broad spectrum of advertiser's queries. With strategic insights gathered from research, opinions from childhood experts, media professionals and international learning, it helped open up a window to Indian kids' minds, interests, their behaviour and influence on family purchase decisions.