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The Insights People unveils rebrand to The Insights Family

Company behind Kids Insights and Parents Insights services also unveils new portal including a suite of innovative features.

The Insights People has this morning (6 April) revealed its rebrand to The Insights Family – with a purpose of being the voice of children, parents and families, and a mission to become the business-critical partner for the world’s top brands looking to engage kids, parents and families.

The company surveys more than 362,100 kids and more than 176,800 parents across 17 countries each year, providing real-time data on their attitudes, behaviour and consumption patterns.

The latest iteration of its award winning insights platform – Portal 4.0 – includes 11 new features enabling brands to view, filter, interrogate and analyse the extensive data at their fingertips.

The new tool includes ‘Persona Perspectives’, which has been developed by its in-house team of data scientists and developers in collaboration with academics, utilising cutting edge Machine Learning. The ‘clustering’ tool will unlock previously unseen insights into a brands audience and fanbase.

Portal 4.0 also launches with Trend Tracker, Country Context Tool, new data dashboards, plus the ability to track API data from third party sources such as YouTube and TikTok.

Clearer and more user-friendly, the platform includes the On-Track reports written by the team of researchers at The Insights Family, plus the new Media Mix Compass media planning tool, which gives a 360° view of kids’ media consumption.

“It is my belief that research, and data is now a critical part of all of our jobs,” commented Nick Richardson, founder and ceo. “If you work in advertising, content, licensing, marketing, product development, or sales it is an essential tool to provide understanding, test our convictions and ultimately measure our results.

“However, there are still large amounts of market research and data which are not accessible, and worse than that, quite intimidating. And while we can call default to doing a bit of desk research or talking to our own kids, if we are honest with ourselves, that doesn’t really stack up. That is why we have set it to be our mission to become the world’s top brands business-critical partner.”

The company has also welcomed Simon White – marketing veteran and former IPG svp – as its chairman.

He commented: “As the world moves on from the challenges of living through a pandemic, the right insights will enable businesses to act faster, with greater certainty and a reduced cost. There has never been a better time to be in this sector, with The Insights Family.

“Further, leading the way in which insight is filtered, presented, and disseminated through organisations will prove to be a unique and long-term competitive advantage. What the team has created at The Insights Family is peerless, and where it can be taken over the medium and long-term is an exciting plan to be a part of.”

To get freemium access to the portal, visit by clicking on the link.

Nick Richardson (left), founder and ceo of The Insights Family, and new chairman, Simon White.
Nick Richardson (left), founder and ceo of The Insights Family, and new chairman, Simon White.

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