Villeneuve said, "With kids emerging as consultants for parents on key purchase decisions in homes across India, Disney's KidSense 2007 provides comprehensive, category-wide insights into the young minds. The study continues to serve as a credible reference-point for the industry and our business partners, and will help grow the business in the industry as a whole."

This quantitative survey covered kids aged 8-14 and parents of kids aged 4-14 belonging to Sec A and B households. The fieldwork was carried out from July to September 2007 across 10 cities in India, including Mumbai, Delhi, Kolkata, Bangalore, Chennai, Hyderabad, Lucknow, Ahmedabad, Ludhiana and Jaipur. The results were based on 3560 respondents, states an official statement.

GroupM's Sakhuja said, "Once we accept that kids play an important role in purchase decision making, as marketing practitioners, we have to deal with practical questions such as - 'what appeals to this segment in a particular category, and how do we reach them'. In the past, initiatives were taken based on individual opinions, which are hugely subjective. Disney's Kidsense study now addresses these information gaps, making it possible for us to make informed and data-based decisions on how best to address this segment."