Posted on October 11, 2018 by staff

Manchester’s The Insights People reveals SuperAwesome deal


Market research and insights agency The Insights People has secured a six-figure investment from SuperAwesome, one of the UK’s fastest-growing tech start-ups.

Based in London, SuperAwesome is a ‘kidtech’ company whose technology “powers the kids digital media ecosystem” and engages with almost 500 million children every month.

The investment comes as The Insights People, which counts Finsbury Foods, Hasbro and TOPPS Europe as customers, kicks off its second round of funding as the company gears up for international expansion.

“SuperAwesome’s six-figure investment is a fantastic vote of confidence in our business plan and a great start as we embark on a second round of funding to enable our global expansion,” said founder and CEO Nick Richardson.

The company has also announced that Howard Blumenthal, Nickelodeon’ first head of production, has joined its board.

Dylan Collins, CEO of SuperAwesome, added: “Real-time data on kids’ behaviour is key for virtually every company operating in this sector so we’re delighted to welcome Nick and the team into the SuperAwesome family.

“This generation of children is unlike any that came before. They are immersed in all sorts of media, and they communicate with one another at lightning speed. New ideas emerge rapidly, and trends develop and fall apart quickly.

“Nick and the team have developed a 21st century approach to market research with abundant data and analysis in very nearly real time. It’s exciting to be a part of that future.”

In August The Insights People outlined plans to expand into the US by launching an American version of its “Kids Insights” platform.

Kids Insights surveys 20,000 kids each year, offering brands insights into emerging trends to support advertising, content, licensing, product and marketing investments.

Through its platform, the company has been able to identify a series of trends, including the rise of the Fortnite phenomenon as early as last December, and the lack of consumer excitement and interest around the recently released Solo: A Star Wars Story movie.