Eating out
of parents say their child influences where the family eats out.
Parents Insights
Parent market research, in real time.
Independent, first-party research with parents of children aged 1–16 across 22 markets. The household view of every family decision, from the person holding the budget.
Always-on research
The largest live data source on parents.
Parents Insights gives you an up-to-date understanding of how families research, shop and decide. Every day, thousands of parents answer the same questions using the same methodology, giving you trusted evidence that's current, comparable and ready when you need it.
0
Parents voices heard this year, and counting
from 22 markets, parents of kids aged 1–16
Household influence
Where the child's voice changes the outcome.
Across the categories we track, 78% of parents say their child influences what the household buys. We measure that influence category by category, from the parent's side, so you know exactly where reaching the child moves the parent's spend.
Groceries
of parents say their child shapes the weekly shop.
Technology
of parents say their child influences technology purchases.
TV subscriptions
of parents say their child sways which services the household keeps.
Holidays
of parents say their child has a say in where the family goes on holiday.
Generational insights
Every generation of parents.
Today's parents are predominantly Millennials, with Gen Z parents arriving fast behind them. And the next chapter is already visible: Gen Beta, aged one and two, reported on through the people who know them best.
Gen Beta
Gen Alpha
Gen Z
Millennials
Parents Insightsparents of 1–16s
Data coverage
The full picture of family life.
Parents are asked across the same insight modules as kids, so every finding can be read from both sides of the household.
Market Sizing
Category opportunity and the competitive set.
Purchase Power
Budgets, spending and who influences the decision.
Fandoms & IP
The characters and franchises parents buy into for their kids.
Entertainment Hub
What families watch together and the subscriptions they keep.
Digital Behaviours
Screen rules, devices and how parents manage them.
Social Circles
Who shapes parents' choices, from friends to creators.
Play Time
Toys, activities and how families spend time together.
Food & Shopper
The weekly shop, brands, snacking and eating out.
Education & Development
Learning, schooling and what parents want for their child.
Future Trends
Emerging attitudes and what parents expect next.
A global view
Twenty-two markets, one comparable method.
Parents Insights runs in every market we cover, on a consistent, comparable methodology, so a global picture and a local one come from the same source.
4,532weekly
Parents voices heard
235,400annually
Parents voices heard
22markets
Global coverage
1–16kids’ ages
Parents at every stage
Latest thinking
Signals from parents.
Research our team has published from the same live data.
Article
How today’s digital-first parents are redefining brand expectations
Money worries have doubled, yet parents are spending more intentionally. What they now expect from brands.
Family Economy Article
How UK parents shop for kids’ gifts and prioritise play
What parents weigh up before a purchase is made.
Food & Shopper Article
Why kids hold the key to household decision making
Even preschoolers now shape what households buy, from toys to cars and holidays.
Purchase PowerCommon questions
Parents Insights, answered.
Who does Parents Insights reach?
Parents of children aged 1 to 16, heard from directly. The age range refers to the child, so the panel spans parents from the earliest years through to their child leaving school.
How is it different from Kids Insights?
It captures the household view: budget, brand trust, where they shop and how the purchase is actually decided. Read alongside Kids Insights, it shows both sides of the same decision.
Which generations of parents does it cover?
Predominantly Millennial and Gen Z parents. Because we report by age rather than by label, the generational split moves with the panel.
How often is the data updated?
Every day. Parents Insights is a continuous study, not a periodic wave, so new responses land in the portal without waiting for a report.
How many parents take part?
206 a week in each market, 10,700 a year per market, as part of more than one million interviews a year across kids, teens, young adults and parents.
Is the data ethically collected?
Yes. Fieldwork runs to GDPR and ESOMAR and MRS standards, and where children take part it is with parental consent and age-appropriate design. See the full methodology.
Start a conversation
What do you need to know about parents?
Tell us the decision you are facing and we will show you where Parents Insights fits.