The third edition of Disney's KidSense has unveiled the new tween 'codes' that are replacing the old tenets for tweens in India. These emerging codes are visible in the three Cs of tween's lives - Culture, Clan and Core. Disney's KidSense 3 - the in-depth qualitative study 'senses' and uncovers the truth and trends of the tweens - girls and boys aged 8 to14 years, across metros and smaller towns. In addition, the research also provides a peek into the future of mass tweens by researching the core life environments of 'trendy' tweens (aged 8 to 14 years belonging to SEC A+). The findings showcase similarities in the direction of this movement in tween psyche, while the pace of these changes and shifts vary for trendy and mass tweens.

While presenting Disney's KidSense 3, Antoine Villeneuve, Senior Vice President and Managing Director, Walt Disney Television International India said, "Tweens today are wise, wired yet vulnerable. Understanding the dreams, realities, environments and aspirations of Disney Channel audience is an important pillar for creating relevant and memorable experiences that are appealing, entertaining, safe and family inclusive."

Gitanjali Ghate, Managing Director, The Third Eye – an established Indian research agency that carried out the research stated, "The findings from this study are remarkable because the 'sensing' has been done through a different process. Disney's KidSense 3 was a collaborative research exercise with embedded observations and co-creation of data. We had tween researchers versus just tween respondents along with mothers and experts from tween's lives".

Some of the emerging codes of Culture, Clan and Core of tweens from Disney's KidSense 3 are:

CULTURE:

Digiplay is today’s physiplay: The trendy tween is the 'techknow' generation seamlessly merging the physical and digital spaces while the mass tween is many steps behind.

Their language - 'Tweenglish' with its own rules: Tweenglish is the new language that is vital to the tween's identity - constantly evolving, dynamic and is visible across mediums.

School – The new onland social networking site: From place of authority, homework, strict teachers and punishments, school today means enjoyment, fun and pranks - a place for connectedness, conversation and fun.

Teachers are about autonomy vs authority: True for trendy tweens, whereas the mass tweens still see teachers in a more conventional role - the educator and endorser.

Tuition classes – The parallel school: Tuitions are a virtual guarantee to success in life.

Marks are cool....add to the Tween’s Image: Marks define the CQ (cool quotient) and not just the IQ (Intelligence quotient), helping to make an impression and enable negotiations with parents.

Today’s interests are tomorrow’s careers: Investing in interests for the future -alternative careers are becoming the mainstream careers especially for trendy tweens. While classical careers prevail for masses, there is more openness to different career choices.

‘I want to be a ‘millionaire’: Tweens today have million dollar dreams - the 'Mega', 'Moneyed' life which is all about money, luxurious bungalows, fancy cars and power.

Money is their life currency: Money power is more than just purchasing power. Constant money is in, while pocket money is out, especially for the trendy tweens.

A fashion worshipping audience – allowed and encouraged by parents... And restricted by school: Fashion is the new religion with many gurus.
Awareness of what is fashionable is very high across both the trendy and the mass tweens.

CLAN:

Tween gangs about image and intimacy... not just play and fun: Groups are the new family for tweens whether it is a 'Bonding' group- where the tween can show their true self or a 'Badge' group - where they showcase selfThey seek the status of Badge groups and the security of Bonding Groups