A look at a career in strategic insights at Kids2 - How we determine what products parents really want

17 April 2020

About 16 years ago, Jessica Barnett decided to take a chance with an Atlanta based company looking to build an insights program. Jessica had previously worked with a large private toy company and was attracted to Kids2 for its entrepreneurial spirit, escaping the snow in Buffalo, New York didn’t hurt either. During her time at Kids2, Jessica has had roles in business and product strategy and insights and analytics and has successfully blended her knowledge of the industry and analytical expertise to help the company bring many successful products to market.

Jessica Barnett headshot

Uncovering What Parents really Want

As a researcher, Jessica often works directly with our end consumers to see how products are actually used by the consumer and where there are existing needs. Using her familiarity with parents and their challenges raising small children, combined with her understanding of the shopper’s why decisions, Jessica has helped grow our business and develop richer consumer insights. These insights influence and inform our creators to make the best product decisions.

One of these projects includes “Category Deep Dives.” Here, Jessica and the team spend time researching each category we play in to gather more perspective of what parents find most meaningful with different products in the category and where opportunities may be for new solutions within the category.

Jessica also recently completed real-time research with over 250 moms of young children on the current COVID-19 crisis to help inform our business strategy during this challenging time.

While leading business and product strategy, Jessica played a valuable role in the development of many of our products making her a valuable cross-functional collaborator bringing new insights to the design team and helping to identify product applications to bring to market.

Identifying Global Opportunities

The Insights team has been invaluable in expanding our global footprint. For example, Jessica’s work studying parents outside of the States, especially the recent “Europe Day in the Life” study, has provided our organization with a broader global perspective on parenting.

As our global reach expands, Jessica continues to connect with many families around the world to help Kids2 understand how they interact with each other and our products in their actual homes. Learning the lifestyle of parents with newborns to two-years-old has helped us adapt product design and marketing decisions to better address how our products are used in homes and what influences shopping choices.

On any given day, Jessica loves collaborating with our team to solve problems together.

“We all work together to create a global growth mindset to help parents. And while we are working so hard, everyone always finds the way to work hard while having FUN!”


Embracing the Kids2 Spirit

Jessica has been asked, “What keeps you at Kids2?” so many times over the years, and her answer is always “the people.” That’s why she says the “F” in CDEF, not only stands for fun but for her, it also stands for “family.” Ryan and the leadership team have always treated her like family.

“Everyone is truly dedicated to Kids2 and works so hard for the bright futures in our Purpose,” Jessica remarked. “I talk with friends who have changed from job to job and work hard only to find someone on their team doesn’t contribute as much. I am always proud to not have that problem as our dedicated team is always all in, all the time.” continued Jessica.

“The Kids2 team holistically works together as a family and supports each other with true empathy as we’re all in this 2gether.”


Inside Kids2 is an ongoing series that spotlights our colleagues who are doing extraordinary work across the Kids2 network.  To learn more about careers at Kids2 visit Kids2.com/careers.html.  

Kids2 is a global company that designs solutions to help early-stage parents and families create tiny wins that build bright futures. The Kids2 brand portfolio includes the leading infant, baby, and toddler brands Baby Einstein®, Bright Starts®, and Ingenuity®. Headquartered in Atlanta, Kids2 spans globally with 12 offices on four continents serving customers in more than 90 countries and has been inventing and reinventing baby products for 50 years. Led by CEO Ryan Gunnigle, it operates with an agile start-up approach, which fosters the company’s growing success.