The Insights Family expands again with new offices, new starters, and a new venture into Poland

The kids, parents, and family market intelligence outfit, The Insights Family is expanding once again; moving to a larger office space in Manchester city centre, opening a satellite office in Mayfair, London, welcoming three new starters to the company and launching its Kids Insights and Parents Insights businesses into Poland.

The latest flurry of developments for the firm form part of a plan to expand rapidly, following a number of big client wins that includes the media giant HBO Max, the retailer HMV, and the leading media agency, GroupM.

The company has now welcomed Jennifer Knott to the role of senior research manager who joins following a six year stint at Manchester City Football Club where she worked across a variety of research and digital media analyst roles. The team also welcomes Tushar Palawat and Emer Sheffield to its development and data science team, as junior data scientist and UI/UX designer, respectively.

Meanwhile, the Insights Family is continuing its global expansion, increasing its real-time data on children, parents, and families, with Poland being its latest market. This will see the business survey more than 410 Polish kids, tweens, and teens, and 200 Polish parents of children aged between one and 16 every week.

Poland becomes the company’s 18th operational market – following the addition of Japan, South Korea, the Philippines, and Indonesia earlier this year. This means the company now surveys a family member every 60 seconds.

Nick Richardson, CEO & Founder of The Insights Family, said: “The first half of 2021 has seen the business and every member of the team make incredible progress. We have seen a significant increase in client demand for our products and services as more and more organisations realise that traditional market research and data is no longer fit for purpose.

“Our new offices will enable us to provide an environment in which our team will further prosper, and coincides with the launch of a number of new initiatives as we look to be global leaders in every sense of the word.”

 The company also recently launched its latest tool, the IP INDEX™, which enables brand owners, brand partners, and retailers to identify the performance of their IP in relation to thousands of others, across multiple media types.

The Insights Family launches IP performance comparison tool called the IP Index

The Insights Family has lifted the lid on its latest tool development with the launch of a new platform that allows brands, partners, and retailers to compare the performance of their IP with thousands of others, across various types of media.

Called the IP Index, the tool has been launched to provide data to help identify new partners, spot opportunities, benchmark properties, and engage stakeholders with its independent data. The aim of the tool is to ‘provide context and insight into a property’s audience.’

The Insights Family 2021 Industry Report found that ‘Identifying new IP’ was the number one licensing-related issue businesses are facing, with almost seven in 10 organisations citing this.

To address this challenge, the company’s Research and Data Science teams, in collaboration with brands, partners, and retailers, have determined four key metrics to measure performance, which is based upon the following four stages:

  • Access & Demand
  • Engagement & Interest
  • Purchase & Consumption
  • Fandom & Advocacy

The beta version of the tool presents data through a league table, and provides an independent score based predominately on The Insights Family propriety data, as well as utilising data from API sources such as Google and YouTube.

Nick Richardson, CEO and founder, The Insights Family, said: “For years, the licensing and consumer products industry has relied on historical sales data. Considering the speed of change in kid’s attitudes, behaviour, and consumption and the advent of so many new properties – this does not seem fit for purpose.

“We have made it our mission to understand the industry’s needs and develop a tool, which looks at future demand and will ultimately enable industry professionals to compare Batman, FC Barcelona, Cocomelon, Ryan’s World, and Fortnite side by side.”

Richard Wainwright MEng, principal data scientist, The Insights Family, added: “The IP INDEX utilises our own proprietary data but also API data to score each property. The first three of the scores are based around a traditional purchase funnel – Access & Demand, Engagement & Interest and Purchase & Consumption.

“However, with kids having a far greater desire to co-create and co-commercialise – our methodology also provides a fandom and advocacy score as well.”

 The IP INDEX Beta (across 17 countries and four media types) is now available for all clients and partners in Portal 4.0. To celebrate the launch of the tool, The Insights Family has released a new report, highlighting the top performing brands according to the IP Index.

The report is available to download now at: