Bounty and EasyInsites Build 'Word of Family' Panel

UK pregnancy, baby and parenting club Bounty has extended its partnership with custom panel provider EasyInsites to launch the 'Word of Family' panel; building on its existing 39,000-strong 'Word of Mum' opinion panel to provide insights into the rest of the family.

Bounty, which offers information, support and products for young families, has 2.5 million members and attracts more than 50,000 new members every month. The company first partnered with EasyInsites in 2009, to build a young family panel with which to conduct bi-monthly research. Since then, the company's sister firm Mom365 has worked with the research company to launch a panel of new and expectant mothers.

The new Word of Family panel provides a voice for additional family members such as dads, grandparents and other relatives who make family and purchasing decisions. The panel profile includes households by number of children and their ages, the types of schools they are enrolled in, and product category purchasing preferences.

Phil Geary, Bounty's Marketing Director, comments: 'We understand that other relatives play a significant role in the upbringing of children so are an important voice for brands to consider when marketing to today's families. This new panel will be instrumental in enhancing and enriching Bounty's consumer insight, which allows us to best identify the critical moments in time to help our brand partners engage with families.'

Web sites: www.bounty.com and www.easyinsites.com .