MUMBAI: The third edition of Disneys 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.
codes are visible in the three Cs of tweens lives culture, clan and
core. Disneys 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.
Third Eye managing director Gitanjali Ghate stated, The findings from this
study are remarkable because the sensing has been done through a different
process. Disneys 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 tweens lives.
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
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.