Round 3 | Year 2013

Media & Panel Group,

IMRB International
 How salient is my
brand?
Is it the first one that
? Do they even notice
What makes
them buy a
comes to their mind? product. Is it
If not, who beats me? the advertisements brand? Or just a
I place on their whim?
? channels ?
?
Where do kids
What are their
spend their pocket
money? How much

? general ? ? do they get by the

way?

How they choose

? between flavors,
colors, celebs or
packs?

dealing
with kids?
 What type of clothes
do they wear? What is What kind of
Their favorite their favorite type of Music do they
food item? footwear
Soft drink? ? like? Where do
they listen to
? music?
?
Why do they
like MFDs?
They make Breakfast
cereals? ?
Which ads do they
recall vividly? Why
you wonder... do they like the ad?
?
Do they recall my
brand? Do they Which TV shows do
consume it?
? their favourite
character?
?
How much do they spend
in school canteens? In
Kirana shops around
home?
?
 questions

questions
questions
questions

questions

questions
questions
So many
questions
questions
questions
questions

questions questions
Can anyone answer them all?
questions questions questions

questions
questions
questions
questions
questions questions
KidScan
Kids
Friends before
family -
With both parents
extremely busy,
greater distance from
Parents/ family family
12-14 yrs - more of stronger in terms
8-10 yrs - the rebel of influences
becoming the School is my
transitional sanctuary
period Home is a dungeon

Plethora of food
options reflect in Rs. 5 Rs. 500
the budget Even where there was
no pocket money, there
was immense
confidence in being
able to wheedle out as
much money as
Gadgets are my Gadgets are required from parents
entertainment becoming my alter
ego
Kids
Up-to-date..
Moody
Commonly
considered to be
Differentiated by
younger degrees, but the Cool,
common
characteristics are
Tech Savvy..
Like to be treated as

conduct themselves
thus
Environment
conscious Close to
their friends..
Kids

Stressed! Worried
about their
growth..
have a lot of pester

Competitive
 How the kids Outspoken
& brash
Physical
Aggression
Active in
Sports
a Street More impacted Active in
Smart by celebrity Sports
appeal

Modern yet Multi tasker

traditional
N
Experimental & Modern yet
Unconventional traditional

Go getter Strong gender

W E
Outspoken Sheltered

attitude differences Multi More

talented culturally
inclined
S
Intellectual More
bent of communicativ
mind e with parents
Intellectual bent of mind

Fun within Introvert Courteous

limits
Conventional Culturally Focused
following the rigid rooted
order
Good looking cartoon characters find highest favour among Indian
kids
METROS VS SMALL TOWNS
2009
Conducted the Round 1

2011
Conducted the Round 2

2013
Coming Soon

3
Information
Areas
 food & brands
drinks media

buddies sports

vacations parents

technology
What will we cover? relationships

pocket
slice of life
money
 Education level
Household info Of all members,
School Academic
Sibling vs. Single
details performance of
child, Working Affluence
Moms, Raised by indicators the kid, etc
Age family members Household durable
Gender vs. domestic help, ownership,
SEC etc. Lifestyle indicators
 learn more about
kids: day-in-life

Wake up Breakfast School Lunch TV in Evening Sports/Ga Computer/ Dinner

afternoon Snacks ming TV in night
 Color, cartoon
Favorite color, character, Movie
cartoon character, actors, TV actors,
Movie actors, Villain, Superhero, Politician,
TV actors, Superhero, Comic character, etc
Politician, Comic
character, Animal, etc

My Family..
About Me.. Room status
Prized possession Activities undertaken together
Nuclear vs. Joint
Career aims Eating out

Wish list a profile sketch Attitude towards

Gifts, Vacation, Friends, Teachers, Parents,
Clothes, Birthday Wish Life, Love, Movies, Music,
Conduct, Dreams..
all about food

Breakfast Lunch Lunch Box In Betweens Snacks Dinner

What all they eat Tradeoffs Hit Flavors Attitude towards

Where all they eat Between junk food vs. for ice creams, Home cooked food
When do they eat healthy food cereal, candy, etc Health food
Likes & dislikes Between Cereal and Packaged food
Like the most, Hate the most Indian breakfast Milk foods
Cuisines liked
Items liked Choice of food (Self vs. Parents)
Peer effect (Specially Tiffin
preferences)
 Chocolate
All about chocolate eating,

junk food
Frequency of eating, Brands
differentiation, Brand Imagery

The Candy / Toffees

sweet
Frequency of eating, Brands loved,
Clutter differentiation, Flavors loved

and not
most, Most wanted
Investigating Biscuits, Jams, Namkeens,
milk foods

so sweet
tooth Snacking Habits
Soft drinks
Frequency, Place,
What constitutes Company
snacking Fizz vs. fruit
Snacking Items, Brands loved, brand
Frequency of snacking, imagery
Reasons for snacking Tradeoff between top
brands
 TV
Mobile Phones Salience, Viewership, Time, Place, Alone

imagery of kids channels, WOM effect, TV

contests that work, Advertising
noticeability, believability, effect.

TRADITIONAL MEDIA
DTH
Tablets
EMERGING MEDIA

Ownership

Radio
Media Salience, Listenership, Time, Place,
Laptops/Desktops
exposure Mode, Choice of station, Alone vs. with
others, Favorite and most disliked RJ,

Print (Newspaper & Magazines)

Usage, Time spent, Place of reading,
Internet Preferences, Favorite columns, Topics of
interest

Comics
Outdoor/Others Awareness, ownership, Favorite
characters, Characters disliked, Wish list
money matters
Pocket-money Independent Expenses by the Kid
Frequency

Items Purchased

Daily Weekly Monthly

Product Brand

Company while
buying/consuming
Day
Place of
purchase
Alone With
family/Friends
Amount
Spent
merchandize
Ownership, purchase of
different merchandize
Toys, Puzzles, Tazos, Pranky
Stuff etc.

Likeability of the same

Reasons for buying

Influencers of purchase:
Peers
Television
Point of purchase
tech guru
Tablets & Smart Phones Gaming as a hobby
Ownership
Gaming Equipment
Brands aware and owned
Usage (Laptop/Computer/Play
Playing games Station/X-box/Videogame
Surfing websites Ownership
Awareness and usage of Place of usage At
apps home/With friends place
Preferred Genres of games
Preference for Games with
Mobile Phones Celebs/ Games based on
Celebrities

Ownership (Self/Parents)
gaming as a hobby
Extent of working
Games on social networking
knowledge
websites
Functionalities used (Mobile
Online Games, Online games
Games/Calling/Messaging/
vs Computer Games on LAN
Music/Radio/Browsing
Internet/Downloading)
online interactions with digital media

Awareness Quizzes/Games
recommended by
Working friends
Activities kids do on social
Knowledge
networking websites
Frequency of Checking and
usage (General / commenting on
Email Engines) the activities
done by friends
Preference and Checking photos
habits on uploaded by
downloading friends
entertainment
content available Sharing what is
online on their mind
Music, Movie,
TV Shows Chatting

Searching their
friends online

internet and mail social networking websites

movies and music
Movie viewing by language
(Bollywood/Hollywood/Regional)

Watching Cinema in theatre

With friends vs. with family

Effectiveness of regional language music

content in small towns
Clear definition of what is to be called Old
Music and what is New Music content
Aspirational value attached with the ownership
of digital media devices (mobile phones with
MP3 players, mobile phones with radio, MP3
Players )
Language preferences for music? Hindi vs
English, Hindi vs Regional
relationships

relationships
(only 12yrs and above)

Opinion on having a girl/boy friend

Are they in a relationship
Are their friends in a relationship
What according to them is the
appropriate age / life stage to be in a
relationship
Do you have friends of opposite gender
parents and family
parents
Detailed demographic profile
Ownership of goods and services
Personal Finance/Insurance
Lifestyle (e.g. Club membership)
Communication (Pre/Post-paid mobile,
Internet, C&S)
Consumer Durables

family
activities
Day-to-day: Visiting
supermarket/mall/cinema, Eating out

Occasional: Vacation (India/Abroad)

 Research
Instrument
The Slam Books Self Completion Slam Book

Slam Book Interviewer administered face

to face questionnaire
& F2F interview
A self completed Slam book to
capture the data at the leisure

Face to face questionnaire Detailed Day in Life profile

Daily Expense Record..
Daily Expense Diary
Filled in at the end of everyday.
Data captured through expense
sheet diary
Day to Day Expense diary
Pocket money used up
Places of expenditure
Consumption and sharing
Items spent on (food, outings,
commute, mobile recharge,
gaming, movies etc.)
Specific brand level expense data
has been obtained
Has enabled us to capture real
and category level and brand
level share of wallet.
And what do their parents say?
A dedicated parents section to
capture the interplay of factors
driving consumption at both
kids and household level

Parents Interview
Data Presentation Tool
The data will be integrated in an

easy-to-use
software called Quest, in which
following functionalities are available
to the user

Cross tabulation

Data export and representation

capabilities in various graphical
and non-graphical formats using
Microsoft Excel TM

Basic Statistical analysis

Statistical Significance Analysis
some glimpses
quest - software
Sample Spread: IMRB KIDSCAN - 3
Designed Sample Size

11000 Chandigarh
Ludhiana
5500 5500 NCR
Lucknow
Boys & Girls Parents Jodhpur
Kanpur Bareilly

8 14 yrs 5500 Ahmedabad

Indore
Ranchi
Age Group Parents
Vadodara Kolkata
Surat
22 Cities Mumbai
Pune

SEC Face to face Hyderabad

A, B
Hubli
interviews with child
Kurnool

&C Self completion

Slam book
Bangalore
Chennai
Expense diary Kochi
Trichy
Sample Split Cities/Towns Total Sample
Ample representation across Ahmdabad 360

Eight metros
Bangalore 360
age, SEC and gender Chennai 360
Delhi 480
Soft quotas as per medium of Mumbai 360
education and type of school. Hyderabad 360
Kolkata 360
One of the parents of the Pune 360
selected kid to be interviewed

10-40 L towns
Indore 250
Lucknow 125
Kanpur 125
Ranchi 250
Kochi 250
Vadodara 250
Surat 250
Ludhiana 250

1-5 L towns
Tiruchirapalli 125
Jodhpur 125
Hubli 125
Chandigarh 125
Kurnool 125
Rae Barelli 125

TOTAL 5500
3 How do I use
IMRB KIDSCAN???
 making business sense
How do I use media to
reach the kids?
Daily time spent across all
media & entertainment
avenues
Key drivers behind media
choices
Co entertainment (with other
family members , friends etc)
Deep dive into television
consumption remote control
wars, program choices,
Channel Brand Imagery
How is technology
facilitating engagement
with kids?
Activities done online by the
kids
Most popular activities on
the social networking
websites
Awareness for e-mail
engines
Web sites used for
downloading movies, TV
series
Functionalities in mobile
phones Awareness,
Working knowledge
What consumer
behavior could
potentially impact my
business model?
Entertainment share of
time & mind
Emerging preferences
by choice of medium &
content
Impact of media behavior
and advertising
Advertising effectiveness
factors driving recall &
appeal of advertisements
Thank you
For queries, please contact

Ashish Karnad
ashish.karnad@imrbint.com

Neha Sirkek
neha.sirkek@imrbint.com

Utsav Mamoria
utsav.mamoria@imrbint.com