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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 – contact@azresearchindia.inurl – www.azresearchindia.in