The kids’ market intelligence specialists, The Insights People believes it has uncovered a new method for measuring brand impact, following changes to advertising and marketing legislation at a time in which ‘it’s harder than ever for kids brands to understand their audience.’
In the wake the welcomed legislative shift, The Insights People has introduced its Brand Uplift and Campaign Insights initiative, a new methodology for calculating brand and the impact of its campaign on the new generation.
The company, which now surveys more than 2,000 children every week, across three continents and seven countries, or more than 105,000 children a year, has gained a reputation as a comprehensive and dynamic market intelligence specialist in the kids, tweens and teens space.
The Insights People’s market intelligence is used by companies such as the BBC, Egmont, F1, Oxford University Press, SEGA, Turner, and Warner Bros, while the firm recently won the coveted International Trade Council Global Market Research Company of the Year Award.
The recent changes in legislation have meant that agencies and clients have found it increasingly difficult to measure the impact and effectiveness of advertising and marketing campaigns, and as a result The Insights People has worked with key industry stakeholders to develop its own methodology.
It is designed to not only provide clients with a tool which benchmarks effectiveness but provides key insights to help inform and shape future campaigns.
Nick Richardson, CEO, The Insights People, said: “It has never been harder for kids brands to understand their audience, the welcomed changes in legislation have also meant that brands cannot rely on their ‘organic’ data to track the effectiveness of advertising and marketing campaigns and promotions, furthermore as the children’s ecosystem becomes increasingly fragmented it is becoming increasingly challenging for brands to reach and engage their respective audiences.”
The Insights People launched the service earlier this quarter, and has to date delivered projects in the UK, US, France and Germany for brands in the CPG, Fashion, Entertainment, Retail and Toy sectors.
One of the first to benefit from this new service is SuperAwesome, the company that powers the kids’ digital media ecosystem. Its kidtech is used by hundreds of brands and content-owners to enable safe digital engagement with the global kids’ audience.
Sam Clough, global insights director, SuperAwesome, said: “The Insights People did not only provide an independent, robust and comprehensive Brand Uplift & Campaign Insights study but they also utilise a sound methodology to demonstrate the impact of campaigns on brand perceptions, which enables us to demonstrate that brands investment was justified and some meaningful insights to aid in the development of future campaigns.”
One of the other key aspects of the service, is that the clients will have access to all of the data from the brand uplift project, via The Insights People award winning portal – enabling clients to view, filter and interrogate the data to their own specific needs, and the ability to compare the effectiveness of their campaigns over time.
Richardson added: “We firmly believe that market intelligence has never been more critical, but the industry has traditionally been poorly served when it comes to reliable, independent insights to help individuals make informed decisions.
“That combined, with recent changes in legislation and the fact that this generation of children is like no-other, constantly connected and constantly in control of what they consume and how they do so – means it is our mission to keep on innovating to provide clients with solutions to their problems, and the brand uplift is our latest solution to an expensive problem that the industry has – what percentage of their advertising is working, and what isn’t.”
For more information on Kids Insights, their award-winning market research and how the Brand Uplift service could help you, please visit www.kidsinsights.com or call +44 (0)330 159 6631.