Family Dynamics represents an evolved approach to consumer marketing for child, family, and adult/parent brands. At its foundation: families have undergone tremendous changes in the last decade, adopting a more collaborative and integrated outlook and approach to decision making than ever before.

The Family Room is a leading force in the Family Dynamics movement, having conceived and conducted seminal quantitative research on the concept in 2008 and building on that research again and again, learning how different brands and categories make decisions in fundamentally different ways.

We found Family Dynamics so powerful that we actually renamed our company, Just Kid, as The Family Room in 2010, to emphasize this dramatic and powerful new-decade trend in purchasing power and consumer decision making.

Family dynamics seeks opportunities for growth and transformation innovation by moving beyond the traditional cohort approach to marketing toward a model that better reflects what families have become… a web, not a hierarchy, in which the needs of all family members play a critical role in determining a family's behaviors and buying behaviors.

why family dynamics is important
Today's families make decisions together. Whether it's the snack in a child's lunchbox, what the family has for dinner, or the entertainment choices for the family after dinner, the way products and services come into the household is no longer driven by the needs of a single cohort or determined by a patriarchal parent.

Today, buying decisions are made through the combined needs and negotiations among multiple family members as they arise, conflict, interact and ultimately coalesce into a FAMILY's behaviors. So stopping with an in-depth understanding of the mom, the dad, or the kid is premature. The road to optimum brand success requires a marketer to understand the true pathway your product or program must successfully navigate to commercial success.

what The Family Room brings to the family table
The Family Room and its predecessor, Just Kid, have spent the past 17 years cultivating the most comprehensive and in-depth understanding of family dynamics and turned it into transformational growth engine for your brand. We believe we know how families negotiate, coalesce, and buy better than any agency in the world. But we haven't stopped there.

The Family Room team has also made an unprecedented investment in new research exploring the rapidly shifting nature of families and how they make decisions. We have also developed a range of proprietary innovation tools capable of producing brand positionings, new products, and other growth strategies that will let you turn this powerful construct into transformational growth that moves markets. We have a specialized set of the skills and capabilities for doing this whether it be a child brand, a family brand, or a parent.