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 behindu00a0the 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.”