The Insights Family® Launch IP INDEX™ A Ground-Breaking Way to Track & Understand IP Performance & Future Demand (Sponsored Ad)


5th July 2021, Manchester, UK – The Insights Family®, the global leader in kids, parents, and family market intelligence, is launching a ground-breaking new tool today – the IP INDEX.

The IP INDEX enables brand owners, brand partners, and retailers to identify the performance of their IP in relation to thousands of others, across multiple media types.

The tool provides data to identify new partners, spot opportunities, benchmark properties and engage stakeholders, with high quality and independent data. The tool provides unrivalled context and insight to a property’s audience.

The Insights Family® 2021 Industry Report found that ‘Identifying new IP’ was the number one licensing-related issue businesses are facing, with almost 7 in 10 organisations citing this.

To address this challenge, our Research and Data Science teams, in close collaboration with brands, partners, and retailers have determined four key metrics to measure performance, which is based upon the following four stages of a purchase funnel:

  • Access & Demand
  • Engagement & Interest
  • Purchase & Consumption
  • Fandom & Advocacy

The beta version of the tool presents data through a dynamic league table, and provides an independent score based predominately on The Insights Family® propriety data as well as utilising data from API sources such as Google and YouTube.

Nick Richardson, CEO & Founder, The Insights Family® comments:

“For years, the licensing and consumer products industry has relied on historical sales data. Considering the speed of change in kid’s attitudes, behaviour, and consumption and the advent of so many new properties – this does not seem fit for purpose.

We have made it our mission to understand the industry’s needs and develop a tool, which looks at future demand and will ultimately enable industry professionals to compare Batman, FC Barcelona, Cocomelon, Ryan’s World, and Fortnite side by side.”

Richard Wainwright MEng, Principal Data Scientist, The Insights Family® adds,

“The IP INDEX utilises our own proprietary data but also API data to score each property. The first three of the scores are based around a traditional purchase funnel – Access & Demand, Engagement & Interest and Purchase & Consumption. However, with kids having a far greater desire to co-create and co-commercialise – our methodology also provides a fandom and advocacy score as well.”

The IP INDEX™ Beta (across 17 countries and four media types) is now available for all clients and partners in Portal 4.0. To celebrate the launch of the tool, The Insights Family® have released a new report, highlighting the top performing brands according to the IP Index™.

The report is available to download now at:

For all media enquiries please contact Victoriya Holland

The 2021 Kids and Family Industry Survey was running from Monday 18th January 2021 to Monday 22nd February 2021. The companies represented an array of industries pertaining to the kids and family ecosystem, including Toys and Games, Entertainment, Gaming, Education, and Licensing.

Notes to Editors

The Insights Family® is the global leader in kids, parents, and family market intelligence, providing real-time data on their attitudes, behaviour, and consumption patterns.

Kids Insights™ surveys 6,970 children every week aged 3-18 (362,100 per year). Parents Insights™ surveys more than 3,400 parents of children between the ages of 1 and 16 every week.

Both services operate in 17 countries across five continents and in total survey more than 362,100 kids and 176,800 parents a year. Currently, the company interviews a family member somewhere in the world every 117 seconds.

Kids Insights™ and Parents Insights™ operates in Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, the Philippines, Russia, South Korea, Spain, UK, and the US. 

Clients include Amazon, BBC, Danone, Disney, F1, Kraft, LEGO, Mattel, McDonald’s, Nintendo, PBS, PepsiCo, Pokémon, Viacom, and Warner Bros. It also works with major agency networks including Creata, Havas, Initiative, MediaCom OMD, OMG and Starcom.


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