• FORMED IN 2011 TO INTIALLY MEET THE RESEARCH AND INSIGHT NEEDS OF THE TOYS, GAMES AND VIDEO GAMES MARKET - NOW WORKING IN all youth, nursery and family sectors

• UTILISES QUALITATIVE AND QUANTATIVE TECHNIQUES BLENDED WITH THE BEST DESKTOP RESEARCH TO PROVIDE THE OPTIMUM OF BOTH INSIGHT WORLDS.

• INSIGHT DIVISION FORMED FROM GENERATION MEDIA, THE UK and Ireland’s largest independent media buyers of Toys and Games advertising.

WHERE WE CAME FROM…

Managing Director- Dean Weller: FORMER Strategic Planning Director of Mediacom, GLOBAL LEADER ON MATTEL, MD of MINDSHARE Play

Associate director - lisa shove: FORMER Account Director across Mattel and Mindshare Play, Client Leader on L’Oreal

Head of insight - farah shah Former Group head of planning and insight at channel 5 Leader on sponsorship research and consumer insight

INSIGHT MANAGER - LOVEDAY Weller: QUALIFIED IN FILM AND TV STUDIES, HEAD OF PRESS BUYING AT GENERATION MEDIA, VOX POP EXPERT

The igen heroes

as well as insight from our dashboard of systems we also offer interpretation of clients own data

• Bespoke qualitative and quantitative research of customers (incl. trade)

• License tracking • Sales data analysis • Awareness tracking • Target audience definition • Advertising testing • Roi analysis • Product testing

our work

Currently igen-insight manages 2 community panels on behalf of generation media,

one for mothers and one for video gamers.

insights have helped inform media strategies, pitches for new business and formed the

basis for press and pr pieces.

Engaging respondents

Igen-insight has undertaken several creative testing projects for both uk based and global brands

These have included testing European and American creative on uk audiences, identifying flaws in current creative executions and informing decisions on the direction of new creative.

Creative testing

We have undertaken work with both adults and children, using both qualitative and quantitative techniques as appropriate to the project, all with the aim of enhancing our clients creative strategies

Awareness and tracking

In order to establish the health of a brand and its position in the marketplace igen has undertaken several awareness and tracking projects from clients including: • Tracking of programme licences

• Social media audits of how a brand is perceived online

• Brand/product awareness

• advertising awareness

• Campaign effectiveness

• Brand image videos / vox pops

• Competitor advertising tracking

Originating from a specialist family and youth agency, igen has an abundance of experience in working with children and families of all ages. we adhere to mrs and esomar guidelines regarding children in all our research, and permissions are always sought from both child and responsible adult.

Working with children

Igen employs several methods when working with children depending on the project and the age/capabilities of the child, including interviewing in schools, drawing and observational techniques, friendship Pairs and joint parent and child research

Digital and social media audit

The web has changed the game when it comes to how reputations are built and brands perceived.

igen’s digital and social media audit provides a very human snapshot of consumers opinions of your brand, Using real people searching your brand and the competition just the way your consumers would.

• reviews and scores on all major retailer websites • Google search activity vs. competitors • discussions on key forums/blogs In your sector • Top trending news for your brand • Fully customable report

Get a quarterly snapshot of your brand on the web in one easy to read report including…

Regular market reporting

details CLIENT: Media owner

Target: students

Requirement: understanding students

Solution: monthly consumer insight reports into students each month focussing on a different category specified by client

As well as one-off and bespoke projects igen also produces and analyses regular reports for clients into markets or areas of interest, using our database of systems, knowledge, desk research and client data.

Audience targeting

Finding the right target audience for a product is the first port of call in creating effective communications . Igen–insight not only has worked with clients in determining if demographically they are targeting the right people which has resulted in changes in media buying strategy but also has created the igen mums segmentation to help inform advertising Using 250+ attitudinal statements of 2,700 uk mums we were able to identify 6 distinct types of mothers. Using these segments with traditional demographical & media consumption data igen has been able to improve client communications and targeting

igen mum segments

Image on a budget

Match my values Make my life

easy

Show me the quality

In touch + cynical

Material girl

what brands should be:Image on a Budget

Aspirational but affordable

match my values

ethical and practical

show me the quality

trusted and stylish

in-touch and cynical

innovative and honest

make my life easy

no fuss and accessible

material girl

fun and trendy

Spend on

toys

Family prioritised

Parents control

For more information please contact

Farah.shah@igen-insight.com