Kantar

Kantar: market intelligence for brand growth

Kantar presents itself as a research and analytics company focused on providing the intelligence needed to drive brand growth. Its work is based on combining attitudinal and behavioural data with technology platforms and specialist teams, in order to help organisations make marketing decisions based on predictive evidence.

The firm structures its offering around three main areas of expertise: Signal Intelligence, Decision Intelligence and Strategic Intelligence. Each brings together specific solutions ranging from brand guidance and customer experience to qualitative research, including creative optimisation, media effectiveness and product development and innovation.

Research and analytics solutions

Within Signal Intelligence, Kantar offers brand guidance, customer experience research and survey solutions. Decision Intelligence includes creative testing and optimisation, media effectiveness, and innovation and product development. Strategic Intelligence brings together brand strategy, sustainability and qualitative research. The company also offers Kantar Marketplace, a market research platform that combines agile research products, advanced analytics and brand-building expertise.

Kantar BrandZ and the Blueprint for Brand Growth

Kantar BrandZ is the company's global brand valuation study, built on data from 4.3 million consumers, 21,000 brands and 525 categories across 54 markets. The Blueprint for Brand Growth is presented as an analytical framework based on 6.5 billion consumer data points, designed to understand how businesses build profitable, strong and sustainable brands.

Scale and capabilities

The firm reports a workforce of 20,000 people, a presence in 90 markets, 100 million respondents and 2 billion data profiles. Its operational indicators include 8,000 product innovations tested, more than 2 billion insights collected, 22,000 brands tracked by BrandZ and 65 million interviews conducted. Its intelligence engine combines human and synthetic data, proprietary IP and an AI-native platform.

Perspectives and case studies

Kantar publishes regular analyses on consumer trends, media and brand growth, and shares client case studies such as the optimisation of KitKat's campaigns, the analysis of New Look's regional effectiveness or Tassal's use of early consumer insights. The company also organises webinars and events, and maintains a perspectives section with articles written by its experts.

Structure and leadership

The organisation is led by Paul Zwillenberg as CEO, with an executive team that includes heads of product, clients, research, transformation, operations, technology, finance and geographic areas such as EMEA, the Americas, Asia-Pacific and Greater China. Kantar Group and Affiliates is listed as the owner of the site's rights.

Location and contact

Vivo Building, 30 Stamford St, London SE1 9LQ