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Kids and family research, free to read.
The latest thinking on kids, teens and parents, across the generational cohorts and the topics that shape them, from sport and gaming to shopping and social.
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Every hub pulls together our latest thinking on that audience, from articles and reports to webinars.
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Gen Alpha
The under-12s redrawing play, media and pester power.
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Teens
The Gen Z'ers shaping culture, identity and what comes next.
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Young adults
The next generation earning and spending on their own terms.
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Parents
The millennials holding the purse, and how kids sway them.
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What football fandom tells us about Gen Alpha across North America
One tournament, three football cultures. 20% of kids in every host nation want in.
Kids, toys and money: the spending power reshaping the toy market
What kids' own money buys, and what the toy aisle now competes with.
Kids and beauty: vegan, D2C and the new influencers
How young consumers reshaped health and beauty from the outside.
Kids and video games: how gaming became a core hobby
Hours played, girl gamers, top titles and why esports viewers are a commercial audience.
How Formula 1 grew its next generation of fans
Kid fans across key European markets grew 17%, outpacing football over the same period.
Why winning Gen Alpha sports fans is a revenue strategy
Two in three US kids pick a team by 15. Early fandom compounds for decades.
Empowered spenders: how Gen Alpha is shaping the market
A third of 10 to 14 year olds now earn their own money. What that means for brands.
How can brands successfully reach teen consumers?
Teens sit across a fragmented digital ecosystem. Where brands should actually advertise.
How today’s digital-first parents are redefining brand expectations
Money worries have doubled, yet parents are spending more intentionally. What they now expect from brands.
Why kids hold the key to household decision making
Even preschoolers now shape what households buy, from toys to cars and holidays.
Gen Z and the rise of social shopping
Online has overtaken offline for UK teens. What livestream and social commerce mean for brands.
The Insights Family launches Future Forecast 2025
Six data-backed predictions for how brands connect with young audiences in 2025 and beyond.
How UK parents shop for kids’ gifts and prioritise play
Gift spending is up 35% since 2021, and parents want to play alongside their kids.
The enduring allure of board games
91% of parents of 3 to 9 year olds play board games as a family. Why the classics keep winning.
Kids have their say: the What Kids Love award 2026 finalists
Fourteen brands shortlisted, chosen by UK kids rather than an industry panel.
What Gen Alpha wants from the brands they grow up with
The behaviours redrawing the kids and family market this year.
The Family Economy, 2026
Register to download the full dataset and analysis.
Reading real-time trends: a live walkthrough
Register for the next session, or watch on demand.
How parents really make the buying decision
The push and pull between pester power and the household budget.
Who young audiences actually listen to
Where influence really sits across creators, friends and family.
Inside the Gen Alpha gaming boom
The platforms and formats winning under-12 attention right now.
Why sports fandom starts younger than you think
How football, basketball and live sport capture kids long before the first match.
The IP validation toolkit
A working framework to pressure-test an IP before you commit.
The kids attention economy: why brands must pay attention
The case for treating young audiences as a board-level priority.
How a studio backed its next hit
Spotting rising demand before the market caught on.
The Insights Family expands coverage to 22 markets
Corporate announcement from the TIF newsroom.
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Common questions
Kids and family research, explained.
What is kids and family market research?
Kids and family market research is the study of how children, young adults and parents think, feel and behave as consumers: the toys, media, games, food, sport, brands and platforms they engage with, and how children influence household decisions. We run it continuously across 22 markets rather than as one-off studies, so the picture reflects what families are doing right now.
What is the family economy?
The family economy is the combined spending and influence of kids, young adults and the parents around them. Children increasingly shape household decisions well beyond toys, from groceries and holidays to subscriptions, which is why we track kids, young adults and parents together.
What is the difference between Gen Z and Gen Alpha?
Gen Z are today’s teenagers and young adults, while Gen Alpha are the under-12s born from the early 2010s onward. We track both continuously so you can see how attitudes and behaviours shift as one generation grows into the next.
How much do kids influence family spending?
Children shape far more household spending than toys alone, from groceries and holidays to subscriptions and days out. We measure that influence directly by surveying kids and their parents, so brands can see where it is strongest and how it is changing.
How often is the data updated?
We survey kids, young adults and parents every day across 22 markets, so our data is real-time rather than an annual snapshot. When you need an answer, it reflects what families think and do right now.
Which markets and age groups does the data cover?
We cover 22 markets across the Americas, Europe, the Middle East, Africa and Asia Pacific. Our audiences span kids and young adults from ages 3 to 30, plus the parents of children aged 1 to 16, so you get a full view of the household.
How is children’s data collected and protected?
We are an independent research company and every data point is first-party, collected with appropriate consent and in line with COPPA, GDPR and GDPR-K and age-appropriate research standards. We do not scrape and we do not use synthetic modelling.
Are these insights free to read?
Our articles and the Behind the Lines newsletter are free. In-depth reports and the full underlying dataset are available to subscribers, and our team can build custom research around a specific question.
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Our CEO's perspective on the signals shaping the family economy.