Insights Family to Track 19-30-Year-Olds

Manchester-based global panels firm The Insights Family has launched a product called NextGen Insights, which will track the behaviour, preferences and consumption patterns of the next generation of consumers, following those aged 19-30 as they transition into adulthood.

The firm, which includes brands Kids Insights and Parents Insights, provides real-time data on the attitudes, behaviour and consumption patterns of kids, teens, parents and families, based on interviews with c.800,000 family members each year, now from 22 countries on six continents. In January this year it received a £5.6m investment from UK and Ireland growth capital investor BGF, and has made a number of hires both in Manchester and in its offices in London and New York.

To date, the firm has focused on children aged 3-18 and the parents of 1-16-year-olds. NextGen Insights follows some of these as they become young adults, 'becoming the next generation of citizens, consumers, audiences, voters, employees and employers'.

Company founder Nick Richardson comments: 'For example, a 12-year-old we surveyed in 2017, will this year be 19. By continuing to follow them on their journey into adulthood, it will enable us to provide organisations with the most comprehensive, real-time, first party data of its kind'. He adds: 'We specifically chose the 19-30-year-old age category, as Kids Insights stops att 18. Whilst parents who complete our Parents Insights can be any age over 16, we know from data that the average age of a first-time parent across the G20 is 29.6 years of age - so it becomes the final piece of the puzzle inn becoming the global leader in the next generation of consumers and their families'. Richardson says feasibility studies for the concept started three years ago.

NextGen Insights launches in the USA and Europe's big five economies, and will survey around 100,000 young adults each year. 'This continuity of data is unparalleled' says CEO Tom Williams, 'and gives brands a significant advantage in staying relevant with this emerging consumer group - whether it's understanding how early brand loyalty transitions into adult preferences, or exploring new opportunities as media habits, purchasing power, and family dynamics evolve'.

With the launch, the company has produced a cross-generational report on fandom, pitched at retailers, media companies and FMCG firms, and showing 'how brand affinity is built in childhood and matures into adulthood', according to Richardson.

The report can be downloaded free of charge via the firm's web site at www.theinsightsfamily.com .

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