We Understand Your Audience

We connect brands with parents and families. Our custom,
attitudinal research study helps us all get to know them better.

For more than 35 years, kids and family brands have entrusted LPR to share their stories and drive their business. As experts in the kids and family space, we saw an opportunity to explore a deeper understanding of parents. Through quantitative, attitudinal research, we set out to look beyond demographics and dig into the mindset of parents today – understanding who they are, where they are, and how to reach them in more meaningful and impactful ways.

To share the results back with you in a more actionable way than a standard white paper, we’ve put together a series of blog posts and interactive e-workbooks.

Enter your contact info in order to receive our Understanding & Engaging Today’s Parents workbook.

Name(Required)

First Last

Company(Required)

Title(Required)

Email(Required)

Enter Email Confirm Email

Location(Required)

State / Province / Region Country

Research-Related Blog Posts

Unlocking the Modern Family Mindset: Exclusive Research & Actionable Insights

by Josslynne Welch At LPR, we’ve long known that parents don’t fit into a one-size-fits-all model. That’s why we embarked on a deep-dive attitudinal research study to better understand how today’s parents approach decision-making, what influences their choices, and how brands can truly connect with them. The study was sent to parents of children between … Continue reading

Meet the Knowledge Keepers: The Parents Who Lead with Research & Trust

As LPR President Josslynne Welch mentioned in her last blog post, LPR uncovered three distinct parenting archetypes in our recent research study, each shaping how families make decisions about products, media, and experiences. Today, we’re introducing the first of these key groups: The Knowledge Keepers, which were 33% of our respondents. Who Are the Knowledge Keepers? … Continue reading

Meet the Trail Seekers: The Parents Redefining Their Own Path

Following our overview of our first parenting archetype, the Knowledge Keepers, now it’s time to introduce our next group, which made up our largest segment at 38%. The Trail Seekers are parents who are navigating a new approach to raising their children, often without a clear roadmap. Who Are the Trail Seekers? Trail Seekers are … Continue reading

Meet the Confident Captains: The Parents Leading with Certainty & Pride

You’ve met the Knowledge Keepers and Trail Seekers, and now it’s time to introduce our final parenting archetype as defined by our research. The Confident Captains (30% of respondents) are parents who take the helm in their children’s lives with unwavering confidence and a deep sense of purpose. Who Are the Confident Captains? Confident Captains see … Continue reading

The research was conducted by Litzky PR in collaboration with research firm Audience Audit, Inc. Respondents were gathered by Litzky PR through distribution partners who send survey invitations to their communities. 224 respondents participated from July to August 2024, resulting in a margin of error of +/- 6.5 percentage points at a 95% confidence interval, which is a very high level of confidence. All respondents live in the U.S. and have children under 15 living at home. No AI was used in the development of the survey or analysis of the results, and all respondents are real people.