Kids Insights Crosses The Pond

Manchester, UK-based agency The Insights People is launching a US version of its 'Kids Insights' service, which studies the consumption and behaviour of those aged four to eighteen.

The firm, which launched just over a year ago but moved to new offices in Manchester's Northern Quarter last month, says the move follows 'soaring demand from global major brands'. Kids Insights is one of its three divisions, the others being Bee Industrious, an MR agency providing clients with bespoke solutions; and Parents Insights, focused on all things 'parenting, mum and baby'.

Kids Insights was launched by current CEO Nick Richardson (pictured centre), and surveys 20,000 UK kids each year, offering brands insights into emerging trends to support advertising, content, licensing, product and marketing investments. Continuous data collection via its 'AQuA' (All Questions Answered) technology and real-time online platform allows it to uncover 'entrenched, emerging and flash trends', as well as building in-depth understanding of the demographic. Clients include DC Thomson, Guinness World Records, Penguin Random House, SuperAwesome, the BBC and Hasbro.

The US version of Kids Insights will also survey 400 different kids, tweens and teens every week.

Richardson comments: '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'.

Web sites: www.kidsinsights.net and www.theinsightspeople.com .

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