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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. 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.” | 
