Sector: Market Research

Number of Staff

70 employees based in the Manchester head office. 

Business Overview

Founded in 2017, The Insights Family is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviour, and consumption patterns.

Our award-winning platform enables clients to view, filter, interrogate, and analyse our data to their own specific requirements, helping them to understand and define their audiences. Our data science technologies provide industry pioneering tools which provide our clients with unrivalled insights.

We are totally independent – we have no agenda – just to report on what we are seeing, and what that means for our clients. We work with respected panel providers to ensure our data is nationally, and age & gender representative, meaning there is no-bias to the type of respondents we interview.

Using not only our proprietary data, we use data science and machine learning algorithms which identify global, regional and local trends. This allows us to provide the most comprehensive and dynamic market intelligence and business solutions to some of the world’s largest organisations and biggest brands make decisions with confidence and clarity.


The Insights Family services include Kids Insights™, Parents Insights™ and Family Insights™. Kids Insights surveys 7,780 children every week aged 3-18. Parents Insights surveys more than 3,800 parents of children between the ages of 1 and 16 every week. Both services operate in 22 countries across six continents and in total survey more than 469,040 kids and 228,800 parents a year. Currently, the company interviews a new family member somewhere in the world every 45 seconds.

Kids Insights and Parents Insights operate in; Argentina, Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Poland, Japan, Mexico, the Philippines, Russia, Saudi Arabia, South Africa, South Korea, Spain, Turkey, UK, and the US.

Client Success

Clients include Amazon, BBC, Danone, Disney, Havas, Initiative, Kraft, LEGO, Mattel, MediaCom, Nintendo, OMD, PBS, PepsiCo, Pokémon, Warner Bros and Wavemaker.

Matt Roberts, Global Research Director at F1: “Kids Insights™ is a superb service for understanding the youth market across multiple countries. Their portal is a fantastic and extremely intuitive tool which provides the team with up to minute data. Their reports are a highly effective tool of learning more about the latest trends to help inform strategies and initiatives across the business, and ultimately they are a great partner to F1.”

Rachel Wakley, General Manager: UK & Ireland Consumer Products, Warner Bros: “We have used Kids and Parents Insights™ data across our business. Their data and insights have provided a tangible ROI, as we have effectively secured product listing at retail off the back of the insights.  An example of this are our apparel ranges for ‘Friends’.  By using the portal data, we have been able to understand the exact age profile of the fan base in a way that we haven’t been able to before, really helping us with sizing (age) recommendations at retail; this specific work has resulted in significantly increased sell-through – and in turn, revenue.”

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