THE INSIGHTS FAMILYbuyer room · privateManage buyer room
Described by the company as the world's largest live data source on Gen Alpha, Gen Z and their parents: a continuously running first-party panel across 22 markets, 4M+ real families, and 5.5B+ data points, tracked continuously among children aged 3-18 alongside their parents. Content spans a deliberately cross-category attention model — the company's premise is that a TV show competes with video games, toys, sport and the creator a child watched at breakfast, so the panel measures the whole consumption set rather than one medium — plus attitudes, brand and character affinity, IP and licensing demand by audience, market and category, purchasing influence (kids sway 78% of family spend across toys, groceries, holidays and subscriptions), own-money and allowance behaviour, advertising response, discovery channels (friends rank first for brand discovery in 14 of 22 markets), and AI-tool adoption among children.
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