Firms Form JV to Research UK Parents

Manchester, UK-based agency The Insight People has partnered with consumer marketing and brand engagement specialist FanFinders to launch a joint venture called Parents Insights.

FanFinders owns and operates Your Baby Club, which has two million members, while The Insight People owns kids, tweens and teens specialist Kids Insights, which offers marketers a range of resources on the consumption and behaviour trends of 4-to-18-year-olds in the UK. Parents Insights will offer a market intelligence resource for all things 'parenting, mum and baby', with access to a portal providing real-time data and insights.

The JV will survey 125 parents each week, and from the resulting data The Insight People will produce four reports per quarter, focusing on expecting parents, new-born babies, babies and toddlers. In addition to the reports, all the data will be made available to clients through the portal, which will enable subscribers to access and interrogate it according to their own specific needs.

Nick Richardson, CEO of The Insight People, says Parents Insights will provide the most comprehensive and dynamic form of market intelligence on parents and young children; while FanFinders CEO Alec Dobbie says the launch gives clients access to 'comprehensive data across the entire parenting spectrum'. A free five-day trial is available.

Web sites: www.theinsightspeople.com and www.fanfinders.com .