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The Insights People teams with FanFinders on real-time parents’ research tool


Manchester agency The Insights People has launched a real-time research tool to help brands and marketers find out what parents think.

Set up as part of a joint venture with consumer marketing and brand engagement specialists FanFinders, Parents Insights gives companies direct access to flash trends and key data to enhance knowledge about their target audiences’ attitudes, behaviours and consumption.

More than 6,000 UK mums and dads will be surveyed each year, with the results compiled into four, insight-led quarterly reports centred on expectant parents and parents with babies and toddlers.

Nick Richardson, CEO of The Insight People which recently announced it has secured a six-figure investment to roll out its insight platforms, said: “Parents Insights is the most comprehensive and dynamic form of market intelligence there is for brands focused on parents and families in the UK.

“With Parents Insights, we’re about talking delivering UK-first capabilities that offer brands untapped access to data that can help shape their marketing, licencing, content and product development investments. Many major global and UK brands are already waking up to the opportunities this offers them, and we’re excited to be collaborating with them.”

FanFinders operates the fastest growing parenting club in the UK, Your Baby Club, and brings access to its two million members.

Between them, FanFinders and The Insight People already work with the likes of Amazon, DC Thomson, Egmont, Finsbury Foods, Penguin Random House, Sainsbury’s, SuperAwesome and Tesco.

Alec Dobbie, FanFinders CEO, added: “At FanFinders our unique method enables clients to generate specific insights, but the development of the Parents Insights tool gives clients access to comprehensive data across the entire parenting spectrum.”

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