What does The Insights Family do?

The Insights Family is an independent market research company that surveys close to a million kids, young adults and parents every year across 22 markets, producing continuous, real-time data on the family economy that is updated every day.

How is the kids and family data collected?

Data is collected continuously through first-party surveys with kids, young adults and parents, operated ethically and in line with COPPA, GDPR and GDPR-K and age-appropriate data standards.

The Insights Family | Real-time kids and family market research across 22 markets

The family economy opportunity

Be in the driving seat of $1 trillion in spend

Kids sway 78% of family spending, from toys to groceries, holidays and subscriptions. Understand what drives those choices, and you could turn their influence into your next revenue opportunity.

A 360° view of a kid's life.

Everything competes with everything. A TV show doesn't just compete with other shows; it competes with video games, toys, sport and the creator a kid watched at breakfast. For young audiences choice is endless and without borders, and attention is the only currency that counts.

To win in the attention economy, you have to see a kid's whole world, not just your corner of it.

The data

Explore the data

How we impact outcomes

Three ways the latest data drives your next decision.

Most data looks backwards. Ours shows you what to do next.

Build strategy on evidence

Start with data when shaping your hypothesis, so your time and budget go where the proof is, not your gut instinct.

Get buy-in faster

Walk into the room with hard numbers behind your recommendation, so sign-off is quicker and the spend is defensible.

Find the growth first

Spot rising demand and the whitespace competitors miss, and move while the opportunity is still yours to win.

Supporting those who shape what's next

Whatever you make, license or market, start with your audience.

For licensors & IP owners

Protect and grow your IP

Prove demand and momentum for your IP, by market, age and category, to win more licensing deals and negotiate stronger guarantees.

Explore For licensees

Back winners at retail

Compare kids' favourite characters, franchises and product categories before you build a range, so you sell through what families want most.

Explore For Brands

Connect with Gen Alpha

Understand what young audiences care about today and what drives their choices, so your campaigns, creative and content earn their attention and drive demand.

Explore For Agencies

Win the kids and family pitch

Land new business with kids and family brands by arming your pitch with expertise in young audiences and the media landscape around them.

Explore

Why The Insights Family

The independent authority on kids, young adults and parents.

No one else listens to kids and families at this scale, this often. Most research is a snapshot. Ours never stops.

4million+

Real families surveyed

5.5billion+

First-party data points

22markets

Global coverage

since2017

Years of trend data

We saw a franchise taking off months before it broke into the mainstream. That head start won us an exclusive licensing deal, long before everyone else caught on and the sales data caught up.

Director of Licensing PartnershipsGlobal retail brand

Where attention is growing UK kids aged 6–9

JanFebMarAprMayJunJul

Gaming 78% Streaming 60% Linear TV 46%

Illustrative sample

Group of teenagers walking together, representing a youth audience study

Case study

Winning over a reluctant retailer with proof.

A major retail buyer questioned whether a franchise would sell beyond its home market. Using TIF data, the global entertainment studio proved its depth of fandom with families across France, Spain and Italy, to justify expanding their licensed range across Europe.

Read the case study

Resources & insights