kanvas kids - by az research

8/9/2019 Kanvas Kids - By AZ Research

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AZ Research partners with you to capitalize on thenext big thing among kids

Get a n inside-out view of kidsNot what they c la im of themselves, but

wha t they are

HOME

Themeidentification

Methodology

Why Kanvas Kids

Contact us


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Whats brewing among kids?

Understanding the new age kids across the world, is any marketers keyconcern

While today kids are key consumers and decision-makers, they are also avery fickle-minded and vulnerable set of consumers. Things which makethem tick today are things which they refuse to associate themselves with thefollowing month

Therefore it becomes very critical to understand this segment in a holisticfashion and - identify common themes

which can also be tracked overtime

and

which can be used currently for activation


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Why Kanvas Kids?

Information required to understand kids as a segment andidentifying 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 willhelp see their core

3. Needed an inside out view of the kid not what they claim of

themselves but what they are


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Therefore Kanvas Kids

Therefore, a traditional questionnaire doesnt work

Associations do not work fear of failure makes them seek rightanswers

Even smiley faces are not very effective kids dont like being

treated childishly

A mechanism of them talking to a hypothetical friend gives an insideview of their core

Thats the genesis of Kanvas Kids which is a blend of uniquemethodologies specifically designed to cater to kids as a TG


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Attitudes reflecting the core

Expressions ofattitude

Icons of values, attitudes andlifestyle

Core

Kanvas KidsOutputs - Inside out view of kid

Analysis Outside in view of kid


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Methodology

Thus, data is collected on

Their story experiences, feelings associated, dreams, nightmares,right and wrong as perceived by them

Their parents 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 toreflect their attitude

What are the current icons for each of these activities/ expression /behavior


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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, thoughover months

Attitude and value would take comparatively longer to change

Therefore, only Icons and Expressions of attitude are looked at forassessing trends

Declining rate of change

Methodology


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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 runningacross GENERATION ZIGMA


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Basic needs of the Gen ZSocietal need

Knowledge need

Enjoyment need

Power need

Food

Fun

Beauty

Recognition

Money

Selfreliance

Noninterference

Mysteryofuniverse&

supernatural

Science

Currentaffairs

Concernforsociety

Familyneeds

Friends

Country

Analysis Framework


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Analysis Framework

These four basic needs are expressed through five key dimensions whichcomprise the core of kids (Power broken into success and freedom)

Success

Social Beings

Explorers

knowledgeorientation

Indulgencefocus

Freedom


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Indulgence

Food

Mindgames

CuriosityLea

rning

Socie

tal

concern

Friends

Traditi

on&

Religio

n

Family

care

Socialbeings

Achievement

RecognitionMoney Success

Freedom

Non

interference

Self

reliance

Bob

Shahrukh

Hrithik

Newthings

BreakingRules

Countries

Space

Parents

Sibling

Rakshabandhan

Patriotism

PilotDoctor

Getmoremarks

thanfriends

WinningamatchOnstage

presence

Environmentconscious

Rathore*

BeingRich

NoClass

Pizza

McDonaldsCheetoes

DairyMilk

LaysMaggi

Chicken

Cake

Pepsi

Shahrukh

Decision

Making

Harry

Potter

Rakhis*

Ash

Olympics*

Priety Zinta

Aishwarya Rai

Aishwarya

Priety

Je

alousy

Knowledgeorientation

Niceper

sonPride

Pranks

Fitness

&

Beauty

Burger

ColddrinkChocolates

ChipsIcecream

BillGates

RathoreAyushman

Technology

CurrentaffairsAliens

Sonpari

Fun&

games

Zayed

Vivek

FitnessGoodlooks

Glamour

Fashion

Sachin

Strong & matureEmergingWeakStrong dislikeDeclining

Partywithoutparents

* - contextual

Cars

Planes

Theme IdentificationYear 2007

Kareena

Salman

Khan

Saif

Powerpoint

Jassi

Pokemons

Ash

Maths

Practical

learnings

Computergam

Ash

Religion

MotherTeresa

HarryPotter

Dominoes

JassiKurkure

Computer

Games

Cricket

CyclingMagic

Music Dance

Action

FamilySerialsParty

Comedy

Football

HorrorGanguly

Dexter

Dravid

Beckham

Schumacher

Pokemon

Pikachu

Ash

Rock

K-SerialsSssh Koi Hai

HarryPotter

Sanju

Tom&Jerry

Spiderman*

Scooby

Popeye

SachinIrfan

YuvrajSehwag

Powerpuff girls

Hatim SonPari

News

Tarzan wondercar

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


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Indulgence

Food

Mindgames

CuriosityLea

rning

Socie

tal

concern

Friends

Traditi

on&

Religio

n

Family

care

Socialbeings

Achievement

RecognitionMoney Success

Freedom

Non

interference

Self

reliance

Bob

Newthings

BreakingRules

Countries

Space

Parents

SiblingPatriotism

Pilot

Doctor

Getmoremarks

thanfriends

WinningamatchOnstage

presence

Environmentconscious

Romantic*

BeingRich

NoClass

Pizza

McDonaldsCheetoes

DairyMilk

LaysMaggi

Chicken

Cake

Pepsi

Shahrukh

Decision

Making

Harry

Potter

Rani

Aishwarya Rai Jealousy

Knowledgeorientation

Niceper

sonPride

Pranks

Fitness

&

Beauty

Burger

ColddrinkChocolates

ChipsIcecream

Technology

CurrentaffairsAliens

Fun&

games

FitnessGoodlooks

Glamour

Fashion

Sachin

Mobile

* - contextual

Cars&Bikes

Powerpoint

Maths

Practical

learnings

Computergames

Religion

HarryPotter

Dominoes

Kurkure

Computer

Games

Cricket

Cycling

Magic

Music Dance

Action

FamilySerialsParty

Comedy

Football

Horror

News(-ve)

Strong&Declining

Weak&Declining

trong&Growing

trong&stable

Weak&Growing

VideogamesMobile

Holi *

Dravid

Shahrukh

Hrithik

Aishwarya* - contextualAB

SalmanSaif

Yu-gi-oh

Pokemon

Rock

KSerials

(-ve)

HarryPotter

Spiderman

Scooby

TakeshiCastle

Sachin

Irfan

Sehwag

PPF

Sania Mirza

Duelmasters

Indianlaughterchallenge

i-pods

stampschatting

mobiles

shararat

DJmusic

Remix

Indianidol

Indiacalling

KareenaPriyanka

JohnAbhishek

Rani

RaybanWoodland Mobile

LonghairKatrina

Akshay kumarTom&Jerry

DravidDhoni

Laptops

Surfingonnet

New entrants Theme IdentificationYear 2008


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AZ Research Partners

For a detailed presentation of Kanvas kids please contact us at the address given below

AZ Research PartnersNo. 1174, 1st Floor, 12th B Main Road

HAL 2nd stageBengaluru 560 008

Email [email protected] www.azresearchindia.in

kanvas kids - by az research

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