The Insights People rebrands as The Insights Family and launches Portal 4.0

The kids’, parents, and family market intelligence outfit, The Insights People has officially rebranded as The Insights Family, with a renewed purpose of ‘being the voice of children. parents, and families,’ as well as a ‘business-critical partner for the world’s top brands.’

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

Amid the latest development for the company, The Insights Family has also launched its latest version of the award-winning insights platform, Portal 4.0. The newest iteration includes 11 new features, enabling brands to view, filter, interrogate, and analyse all of its data.

The new tool also includes Persona Perspectives, which has been developed by the in-house team of data scientists and developers in collaboration with academics, utilising Machine Learning. It’s hoped that the tool will unlock previously unseen insights into a brand’s audience and fanbase.

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

As well as this, the platform includes the On-Track reports written by the team of researchers at The Insights Family, plus the recently launched media planning Media Mix Compass that aims to give a 360-degree view of kids’ media consumption.

Nick Richardson, Founder & CEO, said: “It is my belief that research, and data is now a critical part of all of our jobs. 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 whilst 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.”

Simon White, the new chairman at The Insights Family, added: “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.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

Check Also

WiT elects nine members to its board of directors

Women in Toys, Licensing & Entertainment (WiT), a global nonprofit organisation and the industry’s preeminent …