Operating via a dedicated platform that reaches over 35 million active monthly users, and utilising Pureprofile’s Audience Builder software-as-a-service (SaaS) solution, the partnership allows TheAsianparent members to earn rewards such as e-gift cards. These are provided in exchange for participation in surveys that capture the beliefs, sentiments and everyday decisions of parents.

According to the company, this will provide brands, governments and institutions with unrivaled insight into this specific and sizable audience, helping to produce consumer-centric data to support future-planning. 

Singaporean members will be the first to have access to the platform, with plans to roll out to other countries in the region later on, including Malaysia, Indonesia, Thailand, the Philippines and Vietnam.

Akshay Trivedi, chief commercial officer at TheAsianparent, commented: “Southeast Asia is a complex region with a wide mix of languages and cultures coming together. We’ve long held the knowledge that the most effective way to reach and impact parents is to hyperlocalise our approach country to country, as well as for each parenting stage, from pregnancy to raising a child.

“We’re excited about our partnership with Pureprofile, as it will allow us to deep-dive and gain invaluable information and convert this data into actionable strategies that immensely benefits all segments of our community.”

Pureprofile chief executive Martin Filz added: “We are thrilled to partner with TheAsianparent to grow our understanding of what is currently important to this exciting cohort that brands want to understand better. This partnership will allow us to unearth critical insights in the ever-evolving discipline of raising children. We are also particularly pleased about the partnership as it cements Pureprofile’s presence in southeast Asia.”