Market intelligence specialists The Insights People launches new “Kids Insights America” platform after soaring demand from the US market for access to real-time insight on trends
Incredible first year sees major brands – including BBC, Egmont, Finsbury Foods, Hasbro, Sambro, TOPPS Europe and Turner – sign up to the award-winning service
Manchester-based The Insights People is going global after announcing plans to expand into the US, by launching an American version of its pioneering “Kids Insights”.
Hailed as the UK’s most comprehensive and dynamic market intelligence tools focused on young people, soaring demand from global major brands has led to the expansion of Kids Insights into the US market.
Launched by experienced marketer Nick Richardson in 2017, Kids Insights surveys 20,000 kids each year, offering brands insights into emerging trends to support advertising, content, licensing, product and marketing investments.
By collecting data continuously, Kids Insights is able to uncover entrenched, emerging and flash trends – as well as better understanding the behaviours and consumption – of children.
Through its ground-breaking platform, the organisation has identified a series of trends, including the rise of the Fortnite phenomenon as early as last December, and the lack of consumer excitement and interest around the recently released Solo: A Star Wars Story movie.
Although just over a year old, Kids Insights now boasts a range of global clients and brands, including DC Thomson, Finsbury Foods, Guinness World Records, Penguin Random House and SuperAwesome.
And, already this year, the team has added BBC, Egmont, Hasbro, Sambro, TOPPS Europe and Vivid to its client roster, as well as doubling its team and moving to new offices in the Northern Quarter in Manchester.
CEO Nick Richardson said: “The growth of the business has been incredible over the last year. Our Kids Insights and Parents Insights platforms have grown significantly since we started, and more clients, be it agencies or brands, are continuing to use our technology and innovation to capture the market intelligence of the future, today.
“Many of the brands we work with are global brands, so demand for the real-time insights we provide isn’t just limited to the UK market. Our move into the US is a logical first step in terms of globalising the platform, as we have had significant interest from that market.
“We’ve got an amazing team, and an amazing group of partners and supporters who can see the opportunities and possibilities we have with both Kids Insights and Parents Insights. And we look forward to continuing to support them with the most comprehensive and dynamic market intelligence in those respective markets.”
Over the last few months, Kids Insights was named the Best B2B Project at the Big Chip Awards, the longest running and biggest digital industry awards in the UK outside London, among a number of other regional and industry accolades.
Using its ground-breaking “AQuA” (All Questions Answered) technology and real-time online platform, Kids Insights UK surveys 400 different kids, tweens and teens every single week (more than 20,000 every year). Kids Insights US will also survey 400 different kids, tweens and teens every single week.
Its sister platform, Parents Insights, surveys 200 different expecting and new parents every single week.
About The Insights People:
The Insights People is a market research and insight specialist, launched in 2016. The business is made up of three strands – Bee Industrious a market research agency providing clients with bespoke solutions. Kids Insights the most comprehensive and dynamic market intelligence solution for all things kids, tweens and teens. Parents Insights the newest and most comprehensive intelligence on expecting and new parents.
The business is headed by former MMU graduate and current University of Bolton EMBA student Nick Richardson who moved back to his native Manchester to launch the organisation. The business which is based in Manchester city centre has a core team of six, with an extended team of 40+ research specialists and has a stellar client list which includes Brookson Finance, DC Thomson, Finsbury Foods, Guinness World Records, Quintessential Brands, National Food & Skills Academy, Penguin Random House, SuperAwesome, Turner, Walker Books and Warner Bros.
The Insights People’s globally respected research panels comply with COPPA, GDPR, the EU Safer Internet programme and all ESOMAR guidelines.