Trusted Media Brands has formed an “Insights Lab” to provide brand marketers with data and information on consumer audiences and marketing trends.

The lab under Trusted Media Brands, which owns titles such as Taste of Home and Reader’s Digest, will focus on producing consumer and B2B insights to brand marketers, according to Bonnie Kintzer, company president and CEO.

“Over the past several years, we have invested and grown [our consumer] database to include proprietary research on the trends reshaping the marketing landscape, especially with shifts impacting digital marketers,” Kintzer stated.

The lab will also use national panels from research partners and the Trusted Media Brands Inner Circle community of 3,500+ online members “to drive understanding of the changing habits, attitudes, and behaviors of the American consumer and today’s media landscape,” Kintzer added.

Trusted Media Brands has conducted proprietary research on topics like branded digital video and brand safety and trust.

Trusted Media Brands Insights Lab will also examine consumer attitudes and behaviors on affecting American homes and families, such as “the new dynamics of family meal time or how digital media continues to reshape the American family lifestyle,” per the company.

In addition, Trusted Media Brands’ user-generated content can provide marketers with “a real-time conversation into the day-to-day issues confronting Americans, especially Millennials,” she added.