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Nick Richardson

The Insights People


Nick Richardson

Nick has established himself as a UK go-to-expert on kids’ insights, writing for marketing and trade magazines which focus on the buying habits, preferences and changing lifestyles of children and young people. He is also regularly asked to speak at events in the UK, Europe and the US about what’s hot (and what’s not) in the world of kids, tweens and teenagers.

His expert knowledge stems from his role as CEO and founder of ‘kid tech’ research company The Insights People, which surveys 400 different kids per week from the biggest panel of kids in the UK, numbering 20,000. They also are specialists in UK parents’ insights, with a panel of 10,000 parents and expectant parents.

To this research robustness, Nick provides acute and articulate narrative on what kids and parents are buying and thinking, what issues and concerns are important to them, and what all this may mean for society and the economy.

Particularly relevant to today’s news agenda is Nick’s insight into kids’ use of the internet, social media, gaming, mobile technology etc and the way these impact on family life, education, leisure and wider society.

Nick’s client list includes Hasbro, SEGA and Penguin Random House books. This year, he has spoken at The Children’s Media Conference in Sheffield, the Toy & Game Design Conference in London, Kind Jungen in Germany and MIP Junior in France, and took part in a BBC Radio 5Live Breakfast discussion about the impact of Brexit, featured on BBC Breakfast.

Examples of his media columns include this major piece for market research bible Kidscreen

Nick holds a BA in Marketing and an MBA, is a member of the Chartered Institute of Marketing and is on Twitter @nickrmarketing

The Insights People are based in Manchester and Nick is available at short notice for live and recorded interviews, in the North West and London.