The Insights Family

THE INSIGHTS FAMILYManage supplier listing

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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Coverage

Universe, instruments and categories.

Industry: Research & Consulting Services
Instruments: equities
Categories: AlternativeSentiment

Dataset card

Type: not stated
Format: Structured survey and attitudinal panel data delivered as dashboards and reports through a data portal, organised by market, age band, audience and product category, with continuous collection rather than one-off waves. A data-exploration product exists as a distinct surface, indicating a queryable structured store rather than slide-based research deliverables.
Volume: 5.5B+ data points (vendor-stated) across 4M+ families in 22 markets — the largest disclosed volume in this pool by a wide margin, and the only row where volume is published rather than inferred. The relevant qualification is that these are survey and attitudinal observations rather than behavioural logs, so volume measures responses, not interaction events; the countable respondent base, not the data-point count, sets the realistic ceiling for training use.
Users: 4M+ real families in the panel across 22 markets (vendor-stated), served to 250+ brand clients. This is a genuine respondent base rather than an app user count, and it is by far the largest population figure in this pool. Panel composition by age band within 3-18 and the child-versus-parent split are not published and should be requested.
History: 7 years
Update frequency: not stated
Growth: Active and scaling its data product — positioned as real-time and continuously tracked, serving 250+ brands, with a dedicated data portal and verticalised solution pages including one aimed specifically at licensors, which indicates product-market fit being extended into new buyer types rather than a static research offering. At 31 staff on about £6M revenue with £8M raised, it is a small but efficient operation monetising the asset directly.
Launched: Est. 2019-2021. Basis: the entity record shows a modest venture round with a Manchester base and only 31 staff, and building a 22-market, 4M-family continuous panel requires several years of accumulation before it can credibly be marketed as the largest live source on this cohort — implying the panel began assembling in the late 2010s and reached marketable scale in the early 2020s. No founding year is printed on the homepage.
Delivery: not stated
Entity mapping: not stated
Sample: not stated
Point-in-time: not stated
Licence: not stated

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