Audience strategy & personas
Build richer personas and segments on real, current family behaviour, by single year of age and market.
For agencies
Win the kids and family pitch.
Land new business with kids and family brands by arming your pitch with expertise in young audiences and the media landscape around them.
Live dataset
4million+
Real families reached
5.5billion+
First-party data points
22markets
Global coverage
since2017
Years of trend data
The challenge
The fastest-moving audience in media, and the hardest to plan for.
Kids shape culture and influence seven in ten household purchases, yet their attention shifts faster than traditional planning tools can keep up.
Most agencies are still building strategies on outdated reports, adult-centric datasets and assumptions that no longer reflect young audiences. Clients now expect evidence that you understand Gen Alpha and Gen Z, and that knowledge gap is where pitches can be won or lost.
The opportunity
An independent planning
currency for young audiences.
Turn the fast-moving world of kids' attention into a competitive advantage, with the very latest data behind your audience strategy, media planning and creative development.
Trend & culture tracking
Spot what's rising in kids' and parents' worlds early, and brief clients on culture before it peaks.
Media planning
Plan the mix around where kids and parents actually spend attention, by platform, creator and content.
Creative development
See what matters to young audiences, so creative and content lead with the ideas that earn attention.
Your knowledge advantage
The confidence to answer any question.
With the latest insight at your fingertips, field client questions on the spot, challenge assumptions with evidence, and walk into every meeting as the team that truly understands Gen Alpha and Gen Z.
Show me favourite creators among boys aged 10–12 in the UK, and how it has shifted since last year.
How you plug us in
Plugged into your existing workflows.
Get that knowledge advantage however your teams like to work, through the portal, an agent, or our API.
One live dataset
Updated daily across 22 markets
Insights HQ
Self-serve dashboards to explore, segment and filter across every audience and market you subscribe to.
AI Assistant Beta
Ask in plain language and get the answer back, with the live data behind it.
MCP
Connect the live dataset directly into Claude, ChatGPT or any MCP-compatible tool your team already works in.
API
Pipe live intelligence straight into the planning tools and models your teams already use.
Custom Research
Make campaign measurement hit harder.
When a pitch or campaign needs an independent answer, our team designs the study around your brief, so creative, flash and brand-lift work comes back sharp, fast and ready to prove impact to the client.
A
B
Creative assessment
Test the creative before you back it
Compare creative treatments so the strongest idea gets the spend, with evidence to defend the call.
72%✓ Validated
Flash reads
Validate the hypothesis, fast
Put a campaign assumption or claim to real kids and families and read the answer back in days, not a research cycle.
Control
+34%Exposed
Ad effectiveness
Prove the campaign moved the needle
Measure how advertising shifts awareness, perception and demand among kids and families, before and after it runs.
From insight to impact
Evidence that wins pitches and keeps accounts.
Independent youth and family evidence shows up across the agency: sharper pitches, spend you can defend and accounts that stay.
Sharper
Won the pitch on audience authority
An agency walked into a new-business pitch with independent evidence on the client's core kids audience, and set itself apart from larger rivals.
Media network
Defensible
Every line of the plan backed by proof
Independent, current data gave the client confidence to sign off the spend, with youth-first evidence behind every recommendation.
Holding company
Retained
Kept the account with insight that never goes stale
A steady stream of fresh audience evidence turned a one-off pitch into a retained, always-on planning partnership.
Independent agency
Case study
Two toy launches, planned on live evidence.
A global media network needed to sharpen fall and holiday planning for two leading toy brands. TIF showed how children and families engage with toys and media, from YouTube and influencers to the parental trust behind each purchase, so both launches were briefed on current family evidence.
Read the case studyWhat our clients say
The Insights Family’s data enables us to have an accurate picture into the lives of kids today whilst correlating trends over time. By segmenting the audience data, we can build a really rich picture of who they are and what matters to them through their affinity with brands, licenses, content, media and influencers, and so much more. Their data is the fundamental building blocks on which we build our campaigns.
Insights
Sharpen your next pitch.
Article
What agencies get wrong about Gen Alpha attention
Free to read. Why adult-centric planning tools miss what actually drives young audiences.
Read the articleDownload
3 slides every media agency should have when pitching to kids & family brands
The three slides that prove you understand kids and family audiences before you pitch.
Download the slidesWebinar
Why everything you learned from Gen Z won't work when marketing to Gen Alpha
Register for the next session, or watch the latest walkthrough on demand.
Save your seatStart a conversation
Got a kids and family pitch on the horizon?
Tell us the client or category, and we'll show you the evidence to win with.