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AZ Research… partners with you to capitalize on the next big thing among kids
Get an inside-out view of kids…Not what they claim of themselves, but what they are
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Theme identification
Methodology
Why Kanvas Kids
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“What’s brewing among kids?”
• Understanding the new age kids across the world, is any marketers’ key concern
• While today kids are key consumers and decision-makers, they are also a very fickle-minded and vulnerable set of consumers. Things which make them tick today are things which they refuse to associate themselves with the following month
• Therefore it becomes very critical to understand this segment in a holistic fashion and - identify common themes
– which can also be tracked overtime and
– which can be used currently for activation
Why Kanvas Kids…?
Information required to understand kids as a segment and identifying current raging themes with them was :
1. Quite varied – ranging from their habits to dreams to dislikes to values … in all frames of life
2. Unpredictable – difficult to preempt what kind of information will help see their core
3. Needed an inside out view of the kid – not what they claim of themselves but what they are
Therefore… Kanvas Kids
• Therefore, a traditional questionnaire doesn’t work• Associations do not work – fear of failure makes them seek right
answers • Even smiley faces are not very effective – kids don’t like being
treated childishly
• A mechanism of them talking to a hypothetical friend gives an inside view of their core
• That’s the genesis of Kanvas Kids – which is a blend of unique methodologies specifically designed to cater to kids as a TG
Attitudes reflecting the core
Expressions of attitude
Icons of values, attitudes and lifestyle
Core
Kanvas KidsOutputs - Inside out view of kid
Analysis – Outside in view of kid
Methodology…
Thus, data is collected on…
• Their story – experiences, feelings associated, dreams, nightmares, right and wrong as perceived by them
• Their parent’s story• Third party view through observation and environment scan
…And analyzed in a framework to arrive upon:
• What values comprise the core• What are the attitudes which reflect this value system• What are activities/ expression / behavior which they indulge in to
reflect their attitude• What are the current icons for each of these activities/ expression /
behavior
• Core Values• Attitudes• Expressions of attitude• Icons of values, attitude, lifestyle
• Icons may change in a very short time frame, possibly weeks• Expressions of attitude would also change along with change of lifestyle, though
over months• Attitude and value would take comparatively longer to change
Therefore, only Icons and Expressions of attitude are looked at for assessing trends
Declining rate of change
Methodology…
Analysis framework
• Kids have strong variances on aspects like :– Aggression– Intelligence– Extroversion– Exposure– Money
• Differences also occur by – Age– Gender
• Despite, these differences, there are common themes running across GENERATION ZIGMA
Basic needs of the Gen ZSocietal need
Knowledge need
Enjoyment need
Power need
FoodFunBeauty
RecognitionMoneySelf relianceNon interference
Mystery of universe & supernaturalScienceCurrent affairs
Concern for societyFamily needsFriendsCountry
Analysis Framework
Analysis Framework
These four basic needs are expressed through five key dimensions which comprise the core of kids (Power broken into success and freedom)
Success
Social Beings
Explorers –knowledge orientation
Indulgence focus Freedom
Indulgence
FoodMind games
CuriosityLearning
Soc
ieta
l co
ncer
n
Frie
nds
Tradit
ion &
Relig
ion
Family – care
Social beings
Achievem
ent
RecognitionMoney Success
Freedom
Non interference
Self
reliance
Bob
Shahrukh
Hrithik
New things
Breaking RulesCountries
Space
Parents
Sibling
Rakshabandhan
Patriotism
PilotDoctor
Get more marks than friends
Winning a matchOn stagepresence
Environment conscious
Rathore*
Being Rich
No Class
Pizza
McDonaldsCheetoes
Dairy Milk
LaysMaggi
Chicken
Cake
Pepsi
Shahrukh
Decision Making
Harry Potter
Rakhis*
Ash
Olympics*
Priety Zinta
Aishwarya Rai
Aishwarya
Priety
Jeal
ousy
Knowledge orientation
Nice personPride
Pranks
Fitn
ess
&
Bea
uty
Burger
Cold drinkChocolates
ChipsIce cream
Bill Gates
RathoreAyushman
Technology
Current affairs Aliens
Sonpari
Fun
&
gam
es
Zayed
Vivek
FitnessGood looks
Glamour
Fashion
Sachin
Strong & matureEmergingWeakStrong dislikeDeclining
Party without parents
* - contextual
Cars
Planes
Theme Identification Year 2007
Kareena
SalmanKhan
Saif
Powerpoint
Jassi
PokemonsAsh
Maths
Practical learnings
Computer games
Ash
Religion
Mother Teresa
Harry Potter
Dominoes
JassiKurkure
Computer Games
Cricket
Cycling
Magic
Music DanceAction
Family Serials
PartyComedy
Football
Horror Ganguly
Dexter
Dravid
Beckham
Schumacher
PokemonPikachuAsh
Rock
K -SerialsSssh Koi Hai
Harry Potter
Sanju
Tom & Jerry
Spiderman*
Scooby
Popeye
SachinIrfanYuvrajSehwag
Powerpuff girls
Hatim SonPari
News
Tarzan – wonder car
Rathore*
While the inner two circles will not change at such a short period of time, the outer circles which explains / reflects their values changes
Indulgence
FoodMind games
CuriosityLearning
Soc
ieta
l co
ncer
n
Frie
nds
Tradit
ion &
Relig
ion
Family – care
Social beings
Achievem
ent
RecognitionMoney Success
Freedom
Non interference
Self
reliance
Bob
New things
Breaking RulesCountries
Space
Parents
Sibling
Patriotism
PilotDoctor
Get more marks than friends
Winning a matchOn stagepresence
Environment conscious
Romantic *
Being Rich
No Class
Pizza
McDonaldsCheetoes
Dairy Milk
LaysMaggi
Chicken
Cake
Pepsi
Shahrukh
Decision Making
Harry Potter
Rani
Aishwarya Rai
Jeal
ousy
Knowledge orientation
Nice personPride
Pranks
Fitn
ess
&
Bea
uty
Burger
Cold drinkChocolates
ChipsIce cream
Technology
Current affairs Aliens
Fun
&
gam
es
FitnessGood looks
Glamour
Fashion
Sachin
Mobile
* - contextual
Cars & Bikes
Powerpoint
Maths
Practical learnings
Computer games
Religion
Harry Potter
Dominoes
Kurkure
Computer Games
Cricket
Cycling
Magic
Music DanceAction
Family Serials
PartyComedy
Football
Horror
News (-ve)
Strong & DecliningWeak & Declining
Strong & GrowingStrong & stable
Weak & Growing
Video gamesMobile
Holi *
Dravid
ShahrukhHrithik
Aishwarya* - contextualAB
SalmanSaif
Yu-gi-ohPokemon
Rock
K –Serials (-ve)
Harry Potter
Spiderman
Scooby
Takeshi Castle
Sachin
IrfanSehwag
PPF
Sania Mirza
Duel masters
Indian laughter challenge
i-podsstamps
chatting
mobilesshararat
DJ music
Remix
Indian idol
India calling
KareenaPriyanka
JohnAbhishek
Rani
RaybanWoodland Mobile
Long hairKatrina
Akshay kumarTom & Jerry
DravidDhoni
Laptops
Surfing on net
New entrants Theme Identification Year 2008
AZ Research Partners
For a detailed presentation of Kanvas kids – please contact us at the address given below
“AZ Research Partners”No. 1174, 1st Floor, 12th B Main Road
HAL 2nd stageBengaluru – 560 008
Email – [email protected] – www.azresearchindia.in