This is probably going to be unsatisfactory as it will be a bit vague but I'm going to try ... :)

I think part of the challenge we're trying to help with is that lots of places (blogs, websites) say 'this is good for children.' Which could be true (if backed by the research) but that takes an averages approach (I love the book End of Average by Todd Rose.) It sounds a little millenial, but there is no average child and so an approach the uses averages often doesn't work.

Our experts get to know the specific family, philosophies and kids, and then bring their expertise (which includes the population scale research) to support them in a way that makes sense for them.

It's a bit like where we do population-level research on health, but we don't then expect that everyone take the same approach based on a few inputs. We still get them to talk to a doctor.