Former 'The Lab' MD Opens New Youth Insights Firm

In Australia Amanda Windus, formerly Queensland Managing Director at The Lab Insights & Strategy, has launched a new insight agency called Youngkind, helping clients to connect with people aged between eight and ten.

Windus (pictured) worked in Brisbane as Strategy Director at marketing and technology services firm SapientNitro, before joining The Lab's new office in the city in 2017. Earlier in her career she worked for communications and customer relationship consultancy Splash Consulting Group as Research & Strategy Manager, and as Marketing & Research Manager at Bovis Lend Lease (Retail).

Youngkind also has two members based in the UK, futures and innovations expert Sarah Lorimer and qual youth insights exec Nicki Karet. The company will bring in data from a range of sources including youth reporting, academic research and parenting experts, to promise business and public sector clients the relevant understanding for youth decision-making. International collaboration as standard will allow the firm to apply outside perspectives to its studies of Australian youth culture and behaviour.

Windus says she was inspired to open the agency by her own children, and believes current approaches to researching young people can be too regimented / obsessed with numbers and consequently 'miss the mark on real understanding. Quoted on www.mumbrella.com.au she said: 'Surveys can lead to forced opinions and overlook 'the why'. We need to dig deeper to address the challenges and opportunities young people face today, which is why Youngkind was conceived'. She concludes: 'With Gen-Alpha set to become the largest generation in the history of the world, we can't afford to be late to the game like we were with Gen-Z'.

Web site: www.youngkind.co .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.