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United Kingdom
United States
Gen Alpha (born 2011-present)
Gen Z (born 1997-2010)
Gen Y (born 1982-1996)
LocationHitchin, United Kingdom
Macro ExpertDr. Amanda Gummer

Psychologist specializing in children, toys, and play

Dr. Amanda Gummer is a psychologist and the founder of Fundamentally Children, Good Toy Guide, and Dr. Gummer's Good Play Guide. Her work focuses on de-risking product development and marketing through research and consultancy. A specialist in natural research with children, Dr. Gummer provides authentic insights and helps apply those insights to create tangible benefits for clients.
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Intrigued by questions like…
Work sampleThe Power of Play
Featured In
Case study on
Little People, BIG DREAMS: real-world storytelling
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Report on
2023 Generational Snapshot of Gen Alpha
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