The Insights Family helps the world’s most successful brands become the ones kids choose and parents’ trust.
Since 2017, we’ve grown into the global leader in kids, teens, parent and family insight. Our GDPR- and COPPA-compliant platform delivers more than 800,000 responses each year across 22 countries, providing an always-on, statistically robust view of life through the eyes of 3–18-year-olds, their parents, and young adults aged 19–30.
Unlike generic research providers, we specialise in the fast-moving, highly nuanced world of kids and family research and deliver independent, first-party data that reveals how families think, connect, and consume in real time.
Our insights empower teams across product, content, marketing, media, and commercial strategy at global brands like NBCUniversal, Netflix, and Mattel to make confident, evidence-based decisions.
At the heart of everything we do is to deliver actionable insights that turns complexity into clarity – helping brands stay relevant in a world where kids (and expectations) never stand still.
Always-on intelligence you can act on instantly. Whether you're shaping tomorrow’s campaign or responding to the latest trends, you get up-to-date insights you can trust. No lag. No stale data. Just clarity when and where you need it.
A cross-cultural view of kids and families across 20+ markets, grounded in independent, first-party data. From Europe to Asia, North America to LATAM, we reveal the local nuance in lifestyles, behaviours, and culture that drives success in each market.
From Gen Beta to Gen X parents, each generation in the household plays a different role, influencing choices, setting trends, and shaping values. We help you see the full picture across the family, so you can build intentional strategies with depth, relevance, and impact.
Since 2017 and growing every day, we’ve continuously tracked the lives of real families through their own voices, not algorithms. In a world of AI shortcuts and synthetic data, we ground our insights in lived experience, giving you the human truth behind every trend.
Over the last 8 years we’ve built long-term strategic partnerships with over 100 of the world’s most recognised brands from the world of media and entertainment, toys, gaming, retail and sports.
This success reflects the strength of our data and the results our clients achieve, from closing licensing deals, building a new IP from scratch, launching hit products such as cereals, or building award-winning marketing campaigns.
“We started working with The Insights Family in 2017, and their portal has transformed how we understand our audience, offering data for all age groups 3 to 18, a challenge we previously faced. We have effectively taken data derived from the tool and used it to impact retail listings and product development, and it is our first port of call when developing our longer-term strategic plans. Alongside all of this, the team are a font of knowledge, and are a pleasure to work with.”
“The Insights Family Portal is intuitive and easy to use. It helps us identify the most popular digital networks among our target audience, enabling us to plan spends across apps, websites, social networks, BVOD platforms, and more.”
“The country specific and up-to-date data and analytics provided to us through The Insights Family portal and bespoke analysis provided us with invaluable insights into our franchises performance and opportunities and enabled us to adapt our go to market strategies to ensure successful franchise launches and maintaining longevity and relevance in market.”
“The Insights Family did not only provide a robust and comprehensive Brand Uplift study, but also utilised a sound methodology to demonstrate the impact on brand perceptions from a digital advertising campaign, which enabled us to prove to the client that their investment was justified and some meaningful insights to aid in the development of future campaigns.”
“The Insights Family’s intelligence tells stories about families, their behaviours, and evolving preferences, helping us understand our audience on a profoundly personal level and create content that truly resonates. Their portal gives us tools to extract actionable insights and stay ahead in an ever-evolving industry.”
Sev Marcel, Director, Research & Insights, Wildbrain
“Pocket.watch’s goal is to bring kids more of what they love, everywhere they are going. A better understanding of our audience has enabled us to identify industry-first innovations for our global franchieses, making our content and experiences more accessible to more kids.”
“The Insights Family has provided us with fantastic insights on the current market situation, being able to identify upcoming trends has been a key supportive tool in making the commercial decisions and target our audience efficiently both in France and in the UK.”
A methodology refined through research with over 4 million kids and families, ensures accurate, actionable insights by tailoring language, question types, and design to young audiences.
We collect over 800,000 responses annually from kids, parents, and young adults across 22 countries, giving you a statistically robust and real-time view of family life across the globe.
Our survey is scripted in house by research experts, and data is collected through our trusted panel provider, Walr, through an online survey and is never out of field.
The methodology is consistent across markets, making it easy for you to compare trends locally, regionally, or globally.
Parents are asked a combined survey covering both online and offline behaviours.
We’ve built our reputation on delivering insights our clients can trust and that’s only possible with rigorous data quality and fraud prevention processes in place.
Since 2022, we’ve partnered exclusively with Walr, a trusted panel provider who shares our commitment to the highest standards. Their proprietary technology includes built-in fraud detection, real-time response monitoring, and robust recruitment policies to ensure all respondents are genuine, verified individuals.
In addition to Walr’s protocols, we apply our own robust, independent controls, including:
The Insights Family remains committed to the highest standards of data authenticity. We firmly believe that investing in credible, inclusive, real-world insights results in smarter decision-making, and improved ROI.
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