The company said the rebrand aims to more clearly communicate its purpose in helping brands understand families, children and parents.

The Insights Family has also updated its insights platform Portal 4.0, adding new features including a clustering tool used to analyse brands’ audiences and fanbases.

Portal 4.0 also offers a trend tracker, country context tool, data dashboards, a media planning tool, and a tool to track API data from third-party sources such as YouTube and TikTok.

The Insights Family was set up in Manchester in 2017, and runs research in Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, the Philippines, Russia, South Korea, Spain, UK and the US.

Nick Richardson (pictured), chief executive and founder of The Insights Family, said that the rebrand and portal were part of long-term plans to grow the company.

“Over the last four years the company has grown significantly, and as part of that evolution has seen our understanding of the needs of children, parents, and families change,” he said. “Brands and organisations are also becoming increasingly aware of the need to remain relevant.

“After all these years of doing research and surveys, we realised that we have accumulated knowledge not only about children and parents, but about the whole family ecosystem. Therefore, the transformation from The Insights People to The Insights Family is a natural one.”

Richardson said that the updated platform would support the new branding and help develop a clearer business proposition centred around family intelligence and insight.

He said the portal would offer clients “a view of what their attitudes, behaviour, and consumption were before Covid-19, how they have evolved during the pandemic and lockdowns and ultimately what they will become after”.

The company plans to appoint 10 more staff members following the rebrand and platform launch across research and insight, data science, development, commercial and support roles.

Funding for the rebrand came from the company itself and the Cyber Foundry, which provided a grant for work with Lancaster University on the development of Portal 4.0’s security and functionality.