Kids Insights
Ages 3–18
Two 15-minute surveys run daily build a 360° picture of a kid's life, across five age cohorts from pre-schoolers to older teens.
- Weekly sample410 min / market
- Annual sample~21,300 / market
- Available in22 markets
Research & methodology
How our data is collected.
Since 2017, The Insights Family has built the world's largest continuous, independent dataset on the family economy. Always-on, nationally representative market intelligence across kids, young adults and parents in 22 markets worldwide.
The data in numbers
1m+respondents annually
22markets worldwide
4m+families surveyed to date
5.5bn+first-party data points
Methodology principles
The principles behind every data point.
The same instrument, run the same way in every market, so the numbers compare and the trends hold.
01Always-on
The survey runs every day, in every market, so you always have the latest picture of kids and family life, not a point-in-time snapshot.
02Representative
Around 1 million respondents a year across 22 markets, carrying a 99% ESOMAR statistical significance rating, weighted for age, gender and national representativeness.
03Consistent
One method across every market, so you can compare global, regional and local data over the same time periods on a like-for-like basis.
04Longitudinal
Collecting since 2017, now 5.5bn+ data points and growing daily, giving trends a depth that point-in-time research cannot match.
05Compliant
First-party, consented and anonymised in line with GDPR, COPPA, MRS and ESOMAR. No personally identifiable information is ever collected.
The datasets
Three datasets, from childhood to parenthood.
Three always-on surveys, each built specifically for its audience in language, question design and approach. Together they follow the same cohort from childhood into adulthood, and capture the household around them.
Next Gen Insights
Ages 19–30
Launched in 2024, following the Kids cohort as they cross into adulthood and become independent consumers for the first time.
- Weekly sample312 min / market
- Annual sample~16,200 / market
- Available in6 markets
Parents Insights
Parents of kids 1–16
Run in the same markets as Kids Insights, so you can see where children's and parents' views align and what shapes the final decision.
- Weekly sample206 min / market
- Annual sample~10,700 / market
- Available in22 markets
Survey design
Scripted by specialists. Built for the age.
Every survey is written by our family research specialists and collected daily through Walr, our exclusive panel provider. Each takes around 15 minutes and is designed to be age-appropriate in language, format and structure.
- Under 8s
A parent or guardian completes the survey from the child's perspective.
- Ages 8 and above
Children self-complete, with support if needed, in their own local language.
- Exclusion period
Each respondent is excluded for six months after taking part, preventing panel conditioning and keeping every wave fresh.
- Verified panel
Our panel provider Walr combines fraud detection, real-time monitoring and respondent verification on every sample.
Sampling & representation
Representative by design, not by accident.
99% ESOMAR significance
Our statistical significance rating, calculated using a Z-test following extensive work with industry-leading academics.
Hard and soft quotas
Hard quotas on age and gender, with soft quotas guiding location, ethnicity and socioeconomic background where data collection is permitted.
Weighted for the web
Results are weighted for internet penetration using World Bank figures, so they represent each country's online population accurately.
Privacy & compliance
Children's data, handled responsibly.
We research the youngest audiences, so the duty of care is the highest. Privacy, safety and ethics sit at the core of how the data is built.
First-party and anonymised
Consented, first-party data only. No PII is collected unless explicitly required for a custom project, and all reporting is aggregated.
Child-specific protections
For under-16s, strict parental gatekeeping and informed consent apply, with sensitive topics kept optional and signposted.
Independent and unconflicted
We own our data end to end. It answers to no media owner, platform or advertiser.
Compliant with regulations
✓
GDPREU & UK data protection
✓
COPPAUS children's online privacy
✓
GDPR-KChild-specific data standards
Aligned to industry practices
✓
MRS code of conductUK research standards
✓
ESOMAR code of conductGlobal research standards
✓
ISO 20252International research quality standard
Explore the coverage
See exactly what the data covers.
Audiences, markets and topics. The full 360° view of family life.