Market Sizing
Opportunity assessment and competitive landscape.
The data
Kids and family market research, in real time.
Kids Insights, Next Gen Insights and Parents Insights cover every life stage, every major market and every category families care about, showing what they love, want and do right now.
Coverage at a glance
ages3–30Tracking kids’ lives into adulthood
ages1–16A parent’s view of their kids’ influence
28categoriesA full 360° view of a kid’s life
22marketsGlobal reach, local relevance
Who we survey
Audiences that move the market.
Three dedicated datasets, Kids Insights, Parents Insights and Next Gen Insights, on the people who shape what families watch, play and buy.
Kids Insights
Aged 3–18
Generation Alpha and Gen Z, surveyed directly, across each distinct life stage.
Explore Kids InsightsNext Gen Insights
Aged 19–30
Young adults entering the workforce, managing money and defining their lifestyle and identity.
Explore Next Gen InsightsParents Insights
Of kids aged 1–16
Millennial and Gen Z parents, how they research, shop and decide for the family.
Explore Parents InsightsLife stages
The full arc of family life.
From a child's earliest years to adulthood and parenthood, we cover every life stage, and how attitudes and behaviours shift between them.
Ages 3–5
Pre-schoolers
The earliest influences: play patterns, screen time and emerging preferences.
Ages 6–9
Kids
Independence grows as education, friendships and media shape values.
Ages 10–12
Pre-teens
Curiosity and influence build while they navigate identity and digital spaces.
Ages 13–15
Teens
Tastemakers form, as self-expression, content and belonging take centre stage.
Ages 16–18
Older teens
On the brink of adulthood: independent choices on spend, identity and ambition.
Ages 19–30
Young adults
Entering work, managing their own money and defining their identity.
Of kids 1–16
Parents
The household decision-makers who shape family spend.
What we cover
A 360° view of a kid's life.
Twenty-eight categories spanning everything families watch, play, eat, wear and want, grouped into the ten insight modules that answer your biggest questions.
Purchase Power
The young consumer's journey to purchase.
Fandoms & IP
Intellectual property engagement and fandom.
Entertainment Hub
Platforms, content channels and gaming preferences.
Digital Behaviours
Device usage and online activity patterns.
Social Circles
Relationships, influence and communication.
Play Time
Sports, hobbies, toys and offline engagement.
Food & Shopper
Food preferences and shopping behaviours.
Education & Development
Learning preferences and growth aspirations.
Future Trends
Emerging behaviours and future signals.
Where we survey
Global reach. Local relevance.
Dive deep into a single market, spot patterns across a region, or scale globally to find whitespace. 22 markets, one comparable method.
Drag to spin
Europe, Middle East & Africa
- France
- Germany
- Italy
- Poland
- Rep. of Ireland
- South Africa
- Spain
- Turkey
- United Kingdom
Asia Pacific
- Australia
- China
- India
- Indonesia
- Japan
- Philippines
- Saudi Arabia
- South Korea
Americas
- Argentina
- Brazil
- Canada
- Mexico
- United States
What you can do with it
Interrogate it your way.
Filter to any segment, search any question, and benchmark across ages, categories and markets, tracked daily and comparable over time.
Show me favourite video games among girls aged 6–9 in France, and how it has shifted since last year.
Why The Insights Family
Built differently to syndicated research.
Side by side, the difference is structural, not incremental.
Typical syndicated research
The Insights Family
Bi-annual or annual survey waves
Data collected daily, 365 days a year
Around 20,000 responses a year
More than 800,000 real responses a year
Small audience cuts fall below reliable sample sizes
Statistically robust at any cut: age, gender, market, behaviour
Age bands start at 8, or 13, and stop at 15
Kids and parents heard separately, ages 3 to 18
One home market, or a handful
22 markets, one methodology, comparable since 2018
Common questions
The data, answered.
How does The Insights Family collect its data?
Through daily first-party surveys with kids, teens, young adults and parents, run with one consistent method across 22 markets and updated every day. It is an always-on study rather than a periodic wave, so the data reflects behaviour as it changes rather than when a report was last commissioned.
Is the data collected ethically?
Yes. Fieldwork runs in line with COPPA, GDPR and GDPR-K, with parental consent and age-appropriate survey design, to ESOMAR and MRS standards. Safeguards are matched to the age of the respondent at every stage.
What makes the data independent?
The Insights Family owns its data end to end. It is not funded by, or beholden to, any media owner, platform or advertiser, which is what allows it to act as an industry currency rather than a vendor’s marketing material.
Which audiences and ages are covered?
Kids and teens aged 3 to 18 through Kids Insights, young adults aged 19 to 30 through Next Gen Insights, and parents of children aged 1 to 16 through Parents Insights. Read together they cover the whole arc of family decision-making.
How far back does the data go?
To 2017, when the study began. That gives year-on-year comparison across most categories, and means Generation Alpha has been heard from every day since the oldest of them were three.
Start a conversation
See what the data can answer for you.
Bring us the decision you are weighing. We will show you what the evidence reveals.