Parent & General Population (Gen Pop) Market Research

Touchstone Research specializes in both parent market research and general population (18+) studies. We uncover the perspectives of parents and adults to help brands understand needs, motivations, and evolving lifestyles.

Start Your Parent & Gen Pop Research Project

Parent & General Population (Gen Pop) Market Research

Parent Market Research and General Population Insights

Touchstone Research partners with brands to uncover authentic insights from both parents and the broader general population (18+). Our parent market research expertise reveals the unique challenges and aspirations of families, while our general population research captures the diverse voices of adult consumers. Together, these perspectives provide a complete view of the audiences shaping today’s markets.

Comprehensive Parent & Gen Pop Insights: Understand the motivations, needs, and evolving lifestyles of parents and adult consumers.
Authentic Voices at Scale: Access diverse panels of parents and 18+ audiences through our global panel network.
Future-Focused Strategy: Translate insights into actionable recommendations that help brands stay relevant and connected.
Inclusive Perspectives: Capture the views of families, working professionals, multicultural audiences, and socially aware adults.
Tailored Approaches: Customize research to specific parent or adult demographics, ensuring findings align with your brand’s objectives.

Parent and General Population Market Research Services

As a trusted parent market research partner and general population research company, Touchstone Research delivers full-service solutions to uncover authentic perspectives from parents and adults 18+. Our team combines qualitative and quantitative expertise with innovative tools to provide actionable insights that guide strategy, innovation, and brand growth.

Qualitative Research

Uncover the ‘Why’ Behind Adult & Parent Behaviors

Delve into the motivations, behaviors, and preferences of adults and parents with in-depth qualitative research. Touchstone’s expert approach is tailored to the unique challenges of researching these diverse and dynamic groups, providing actionable findings that empower informed decision-making and foster innovation. Whether through focus groups, in-depth interviews, or ethnographic studies, we help you understand the “why” behind consumer actions.

Learn More About Qualitative Research Services

Quantitative Research

Drive Strategic Decisions with Adult & Parent-Centric Data

Make confident decisions with robust quantitative research designed for adult and parent audiences. Touchstone’s customized approach, combined with rigorous quality control and precise sampling standards, ensures reliable data from these participants. From surveys to advanced statistical modeling, our quantitative research solutions provide the insights needed to stay ahead in adult and parent markets.

Learn More About Qualitative Research Services

Recruitment & Fieldwork

High-Quality Adult & Parent Participants for Meaningful Research

Ensure your research is grounded in high-quality participants. Our recruitment and fieldwork services are designed to engage eager and relevant adult and parent respondents, using in-depth screening processes that ensure relevance and engagement. Trust our expert team to deliver the right audience for the success of your projects.

Learn More About Market Research Recruitment Services

UX Research

Design User Experiences That Resonate

Enhance satisfaction and usability for adult and parent-oriented products with our comprehensive UX research services. We ensure your products meet the needs and expectations of these groups, leading to increased engagement and loyalty. From usability testing to journey mapping, our UX research helps you create intuitive, user-friendly products that resonate with this demographic.

Learn More About UX Research Services

Communities & Panels

Real-Time Insights from Adult & Parent Communities

Gain ongoing insights with custom-built online communities and panels designed specifically for adults and parents. Whether you need a lightweight community of dedicated users or a large-scale general panel, Touchstone can create a tailored solution to meet your ongoing research needs. Our communities and panels offer unparalleled flexibility, making it easy to gather insights that drive your strategy forward.

Learn More About Insight Community & Panel Services

Dial Tester

Real-Time Feedback from Adult & Parent Audiences

Capture moment-to-moment feedback from adults and parents on your media and audio content with our proprietary Dial Tester tool. Elevate your content testing by gathering continuous reactions as they engage with your content. Whether testing TV shows, ads, or digital experiences, Dial Tester provides the insights needed to refine your content for maximum engagement and impact.

Learn More About Dial Testing

Secure Content Testing

Unmatched Protection for Adult & Parent-Focused Content

Safeguard your sensitive content with our Secure Content Testing (SCT) technology. SCT employs advanced user-level watermarking to ensure all content, including media, product concepts, and prototypes, is protected and traceable. Whether testing new features or confidential marketing materials, SCT provides the peace of mind needed to focus on gathering insights without worrying about content leaks or unauthorized access.

Learn More About Secure Content Testing

Audiences We Reach in Parent and General Population Research

Touchstone Research connects brands with the audiences that matter most. Through our parent market research expertise and general population (18+) studies, we recruit diverse participants who reflect real consumer voices and experiences. Our approach ensures insights that are inclusive, representative, and actionable.

Working Parents
Stay-at-Home Parents
Single Parents
Tech-Savvy Adults
Social Media Influencers
Health-Conscious Adults
Loyal Consumers of Family-Oriented Brands
Cultural Influencers

Career-Focused Adults
Eco-Conscious & Socially Aware Adults
Sports Fans
Music Lovers
Fashion-Forward Adults
Diverse Cultural Backgrounds
And many more!

Audiences We Reach in Parent and General Population Research

Parent & General Population Market Research FAQs

What is parent market research?

Parent market research focuses on gathering insights from parents, including their behaviors, preferences, challenges, and decision-making processes. It helps brands understand how family dynamics influence purchasing and lifestyle choices.

Why is general population (Gen Pop) research important?

Gen Pop research captures the opinions and behaviors of a broad adult audience (ages 18+), offering insights into diverse perspectives. These studies help brands understand shifting consumer trends, identify emerging segments, and shape inclusive strategies.

What types of parent and Gen Pop research does Touchstone conduct?

We offer qualitative and quantitative research solutions including surveys, focus groups, in-depth interviews, ethnographies, UX testing, and custom panels. All methods can be tailored to target specific parent segments or general adult demographics.

Can you reach specific parent demographics like single parents or working moms?

Yes. We have an in-house market research recruitment team that allows us to source a wide range of parent profiles—including working parents, stay-at-home caregivers, single parents, and those from diverse cultural and socioeconomic backgrounds.

How does Touchstone ensure the quality of insights from Gen Pop studies?

We apply rigorous market research data quality processes through screening, multi-layered verification, and proven sampling standards to ensure participant authenticity and data accuracy.

Do you offer multicultural or niche audience targeting in Gen Pop research?

Absolutely. We specialize in multicultural and hard-to-reach audiences, ensuring your Gen Pop research reflects the full spectrum of today’s adult consumers—including cultural influencers, socially aware buyers, and tech-savvy adults.

How can parent and Gen Pop research support brand growth?

By revealing key motivators, unmet needs, and lifestyle shifts, these insights guide product innovation, brand messaging, and audience segmentation—empowering smarter business decisions.

Industries We Support with Parent and General Population Research

Touchstone Research is a full-service market research company specializing in qualitative research and quantitative research. We partner with organizations across industries to uncover insights from parents and the broader general population (18+). Whether you are exploring motivations through qualitative methods, validating strategies with quantitative surveys, or building long-term engagement through communities, our expertise ensures you capture the voices that matter most.

Technology

Media & Entertainment

Youth & Family

Education

Consumer Packaged Goods

Sports, Wellness, & Fitness

Food, Beverage, & Restaurant

Retail & Apparel

Healthcare

Toys & Gaming

Trusted by Leading Brands for Parent and General Population Research

What Our Clients Are Saying About Us

With the knowledge gained in our user research efforts with Touchstone, we have been empowered to make more data informed decisions about our product by keeping user behavior and motivation at the forefront of our work. Along with being flexible in our partnership model, Touchstone has supported this effort by offering a dedicated team that continues to learn about our unique product and business needs and provides quick turnaround for recruitment, facilitation, and topline reports.

Senior Digital Product Manager
Ed-Tech Company
Touchstone Research has been an invaluable partner in our product design process, helping us reach a hard-to-reach population (K-12) students, and upholding the highest standards around safety and accessibility for participants. … Having worked with other research panels in the past, Touchstone has the best customer service, and panel quality. We plan to keep working together for the foreseeable future!

UX Researcher
Ed-Tech Company
My team has collaborated on a number of quantitative projects, and Touchstone has consistently delivered high-quality analysis and maintained excellent communication throughout the project. Their insights have directly contributed to shaping our team’s strategy and we plan to continue working with them in the future.

UX Researcher
Music & Video Streaming Company