No kidding

Oct 12, 2012, 08:09 IST | Soma Das

A new website promises to unravel the maze-like world of kids. Through research centred on children between 8 to 14 years, the space has a dedicated database of information on varied kid-centric topics, which can help parents, teachers as well as marketing professionals understand this age group

If you have no clue about what makes children happy, about their favourite activities after school or the kind of clothes they prefer, log on to Decoding Kids, a website by Edumedia, an organisation that has been working with children for 15 years, which attempts to offer a blueprint on children and their preferences.

Start young
Explaining the idea behind the month-old initiative, Tabassum Modi, Executive Director, EduMedia says, “Kids today are not the same as before, and there is no blue print to understand them either. From our interactions with marketing professionals seeking insights into the kids’ world, parents coping with the dynamic world of their kids growing up, and educationists grappling with new and unseen challenges, we realised that there was a need to disseminate knowledge and the need for expertise in understanding kids.”

Their target audience is anyone who is interested to know about kids, or has any business revolving around kids. “It is targetted at parents, brand managers and developers, marketing managers, advertising agencies, event agencies, PR professionals, researchers, educators and entrepreneurs targeting kids,” adds Modi.

Research matters
The research on the site has been collected by their research team who has conducted surveys with kids, parents and teachers on topics related to the psycho-social development of kids and their lifestyle. Some of their studies done over the years have been published in international journals like the Technolearn Journal and WASET Journal. They started this project by sending out research insights about kids’ behaviour, choices and lifestyles in the form of weekly emailers. They are also open to doing surveys on topics which are in their domain of specialisation.

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