New thinking for family audiences demands more than a fancy-named process and some neat ideas. It requires a deep understanding of children and parents: developmentally, emotionally and societally.
Underpinned by three proprietary tools, our integrated approach ensures every proposition works brilliantly for children and parents.
ParentSight™
Parents are the gatekeepers and the purchasers. We decode the tension between what children want and parental decision making by mapping the psychological and practical triggers that drive their purchase behaviours.
4ft Thinking™
Our way of seeing the world through the eyes of a child. This powerful blend of developmental knowledge, cultural understanding, and input from our Junior Board of Directors enables us to develop propositions that align with how children actually think and behave.
KI Fandom Model™
Our proprietary model, designed with input from 30,000 families, maps the emotional, behavioural, and commercial dimensions of Fandom. We define what turns interest into life-time loyalty and hope to act upon it.
Direct consumer insight, market analysis, co-creation, journey mapping, trend forecasting, data analytics - whatever it takes to leave no stone unturned
Integrated Specialisms
Our Insight, Strategy and Creative teams sit and work side by side. Each informs the other, and nothing is lost along the way
Proposition Design
We shape informed ideas into propositions that are compelling, credible and commercially viable - ready to take forward into the business
Rapid Concept Development
We develop, visualise, prototype and iterate at pace. We pressure test in real-world contexts to mitigate risk and increase speed to market
Customer Validation
We validate with real families, using our in-house mixed-methods research team to deliver the story your clients and customers need to hear
Go-to-Market Partnership
We partner with our clients throughout the process, providing the insight backbone and strategic clarity needed to successfully launch in this very particular market
we're the only firm built for family market innovation
Fundamentally Complient
Our work with children and families exceeds the highest standards of compliance with GDPR/COPPA, safeguarding and ethics
Developmental Intelligence
Our work is fully informed through the science of child development, ensuring that propositions are age-appropriate, parent-approved and inherently marketable
Proposition Design
The family market is our only market. From the macro shifts reshaping global parenting to the micro-moments that define children’s daily lives, we understand what’s driving family behaviours
Integrated Experts
Integrated Experts
Insight, Strategy and Creative family market experts work together and, with you, to accelerate your understanding, delivering a seamless journey from ideation to execution
End-to-End Adaptability
End-to-End Adaptability
Whether end-to-end or finely targeted expertise at a specific stage, we can flex to meet you where you are - Insight, Strategy or Creative
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