We wanted to understand the children’s world when we started to develop the first application. We have children of our own who have given us a number of hints – but every child is a master copy! Along with the experts in understanding the children’s world, we developed KIDMAP® - a map which depicts the children’s world up to the 12 years of age.
The KIDMAP® project is a joint work of the digital studio Sugar & Ketchup, marketing agency LineArt Group and the research agency Perfect Crowd. It was developed along with a large team of child specialists from various fields and it brings a transparent overview of information about the world of children aged 2 to 12 years, subdivided into the development stages.
What is it good for?
In today’s busy consumerist world, it is certainly true that almost every parent thinks of the needs of his/her children and tries to satisfy them. On the other hand, there are the manufacturers of products designed for children and they are often only guessing how to best address children and their parents in their campaigns. For that reason, the unique KIDMAP® project was developed. It is an overview which serves as a relevant foundation to prepare specific projects which offer activities, products, education etc. for a target group of parents and children.
Is it ethical to use children for business?
The Ethical Code is an integral part of KIDMAP®; it strictly defines the possibilities to use this project. Inter alia, it features the following quote: “The results of research and market surveys will never be abused to the detriment of the children by any of the KIDMAP® entities.” KIDMAP® captures the typical milestones which line the journey of the child’s development and the related issues which parents have in mind. Another important part of it is a mosaic of skills which children are – according to the experts – capable of handling at a certain age.
We use KIDMAP® when developing the applications. Thanks to it, we know what children like at a specific age, what they wish for and what they are interested in. The map shows us how to entertain children while teaching them something at the same time. When necessary, we consult the issue with our experts in the world of a child.