Kantar

What Kantar does

Kantar is a global marketing data and analytics company headquartered in London, United Kingdom, that builds and operates research, brand measurement, and AI-driven insight solutions for major advertisers, consumer packaged goods companies, technology platforms, and retailers. Its product architecture is centered on Kantar Marketplace, a self-serve and serviced automated market research platform available in 70+ markets, supported by a portfolio of modules including BrandEvaluator (brand equity measurement), BrandCampaign (in-market creative performance), ExperienceEvaluator (customer experience benchmarking), Context Lab (digital media optimization), NeedScope Positioner, BrandDynamics, Link AI, and EvaluateExplorer (an AI-driven innovation solution developed with Quilt.AI). The proprietary Meaningful, Different and Salient (MDS) framework and the Blueprint for Brand Growth (built on 6.5 billion consumer data points) underpin Kantar's analytical IP, while BrandZ operates the world's largest brand equity study covering 4.3 million consumers and 21,000 brands across 54 markets.

Kantar generates revenue through three primary streams: subscription and project-based research services sold via Kantar Marketplace and direct enterprise sales; professional services consulting engagements for brand strategy and marketing transformation; and proprietary data and analytics reports including BrandZ valuations. The go-to-market motion combines enterprise field sales targeting CMOs and insights leaders at the world's largest advertisers (serving 96 of the top 100 global advertisers) with a growing product-led growth channel through Kantar Marketplace, supported by distribution partnerships with technology platforms (Microsoft, Google, Snap) and industry events such as Cannes Lions. In August 2025 Kantar divested its Kantar Media division to H.I.G. Capital for approximately $1 billion (rebranded as Fifty5Blue), sharpening the remaining group's focus on higher-margin brand, consumer, and AI-enabled analytics. The company employs approximately 25,000 professionals across 100+ countries, with named enterprise customers including Nestle, Unilever, Coca-Cola, PepsiCo, Walmart, Amazon, Google, Microsoft, Disney, and Hindustan Unilever Limited.

Name

Kantar

Legal name

The Kantar Group Limited

Website

https://kantar.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Kantar is a global marketing data and analytics company serving 96 of the world's 100 biggest advertisers across 100+ countries, providing brand measurement, advertising effectiveness, consumer insights, and AI-driven research via its Kantar Marketplace platform and BrandZ database.

Ownership category

akta.pro rank

Product category

Market Research and Analytics

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

akta.pro secondary industries

Brand Consulting, Audits & Research (Brand Health, Equity, Competitive) (BPAFAEAJ), Social & Digital Insights (Social Listening, Online Community Research) (MPAAALAK)

Keywords

• Market research services
• Brand equity analytics
• Consumer insights platform
• Advertising effectiveness measurement
• Brand strategy consulting

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Research Services and Solutions: Subscription-based and project-based market research services including ad testing, brand tracking, concept testing, and media effectiveness measurement. Delivered through Kantar Marketplace (self-serve) and serviced solutions.
2. Brand Strategy Consulting: Strategic consulting engagements for brand positioning, growth strategy, and marketing transformation.
3. Data and Analytics Reports: Proprietary reports and databases including BrandZ valuations, industry benchmarks, and consumer insights publications sold to enterprises.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Kantar is a global marketing data and analytics company that provides market research, brand equity measurement, advertising effectiveness testing, and consumer insights services through the Kantar Marketplace platform and custom consulting engagements. The company sells modular research solutions (BrandEvaluator, BrandCampaign, ExperienceEvaluator, Context Lab) underpinned by proprietary frameworks including the MDS brand equity model and Blueprint for Brand Growth. It also produces BrandZ, the industry-leading brand valuation ranking covering 21,000 brands across 54 markets.

Product overview

Kantar is a global marketing data and analytics company offering a unified platform-plus-modules architecture centered on Kantar Marketplace. The platform provides automated market research solutions including BrandEvaluator (brand equity measurement), BrandCampaign (in-market creative testing), ExperienceEvaluator (customer experience benchmarking), Context Lab (digital media optimization), and NeedScope Positioner (brand positioning), all underpinned by Kantar's Meaningful, Different and Salient (MDS) brand equity framework. These modules are organized within three solution categories: Signal Intelligence (Brand Guidance, Customer Experience, Research Services), Decision Intelligence (Creative Testing, Media Effectiveness, Innovation), and Strategic Intelligence (Brand Strategy, Consulting, Qualitative Research). The ecosystem is enhanced by BrandZ (brand valuation and equity study), Link AI (content optimization), and EvaluateExplorer (AI-driven innovation). Kantar serves 96 of the world's 100 biggest advertisers across more than 80 countries, collecting over 2 billion insights annually from a panel of over 1 million identity-verified participants.

Differentiator

Problem solved

Functional benefit

Brands

• Kantar BrandZ: Industry-leading brand valuation combined with the world's largest brand equity study covering 4.3 million consumers, 21,000 brands across 54 markets.
• Kantar Marketplace
• BrandEvaluator
• ExperienceEvaluator
• BrandCampaign
• Context Lab
• EvaluateExplorer

Products and services

• Kantar Marketplace Automated market research platform combining agile research products, powerful analytics, and brand-building expertise. Serves insights professionals, marketers, and agencies in 70+ markets with independently validated solutions that predict sales and brand growth. Available via subscription and pay-as-you-go pricing.
• BrandEvaluator Agile brand equity measurement tool providing robust assessment of brand position and future potential in as few as 4 days. Underpinned by Kantar's Meaningful, Different and Salient (MDS) brand equity framework. Available in 64+ markets as a serviced solution.
• BrandCampaign In-market creative performance measurement solution that determines the efficiency with which ad executions create branded memories and influence purchase behavior. Tests up to 3 ads at once using LINK norms and tracking methodologies, with results available in as little as 5 days. Starting from $7,700 per study.
• ExperienceEvaluator Customer experience benchmarking solution measuring brand's customer experience against competitors to drive strategic improvements. Based on Meaningfully Different Experiences (MDX) framework, connects CX, Brand and Shopper behavior insights. Sample size of 600 recommended with results delivered in 4 days.
• NeedScope Positioner Strategic brand positioning tool aligned with Kantar's Blueprint for Brand Growth and Meaningful, Different and Salient framework. Maps brands into emotive territories and provides decision-ready results in as few as 2 weeks.
• Context Lab Digital media optimization solution testing ad effectiveness across platforms including Facebook, YouTube, Instagram, Twitter, TikTok. Uses control vs exposed methodology to measure how creative impacts brand lift. Supports image ads (JPG, JPEG, GIF, PNG up to 30MB) and video ads (MP4, 5-105 seconds).
• BrandDynamics Real-time brand and competitor tracking solution monitoring brand performance over time with continuous measurement capabilities.
• BrandZ Industry-leading brand valuation combined with the world's largest brand equity study covering 4.3 million consumers, 21,000 brands across 525 categories in 54 markets. Produces annual Top 100 Most Valuable Global Brands ranking and category-specific valuations.
• Link AI AI-powered content optimization system within Kantar's ad testing suite. Includes Analyser module and content optimizer for predicting creative performance and providing actionable recommendations for improving ad effectiveness.
• EvaluateExplorer AI-driven innovation solution developed in partnership with Quilt.AI that combines multi-agent intelligence with Kantar's brand-building frameworks to rapidly identify opportunity spaces and develop differentiated brand concepts in approximately one week, compressing traditional months-long timelines.

Quantifiable outcome

• Creative and effective ads generate more than 4x profit compared to average advertising
• +4 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability11 records

Feature8 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• BI WORLDWIDE IndiaminorGTM or Marketing Partner · 29 May 2026Research partnership where Kantar conducted study revealing 3 in 4 channel partners in India feel disengaged with brands they represent. BI WORLDWIDE launched #ChannelSalesExcellence campaign based on findings.
• MicrosoftcoreTechnology or Integration · 29 May 2026Ongoing technology partnership for AI innovation, workflow automation, and event collaboration including Cannes Lions Content Studio sessions and AI-powered research solutions.
• UN Global CompactcoreStrategic or Co-development Partner · 28 May 2026Joint launch of the UN Global Compact-Kantar CMO Benchmark Study, a global benchmarking tool measuring marketing organizations' progress in embedding sustainability into growth strategy. Drawing on responses from over 1,700 senior leaders.
• Marriott InternationalminorStrategic or Co-development Partner · 22 May 2026Kantar conducted Loyalty Trends Report 2026 for Marriott Bonvoy, surveying 1,731 travelers across 8 Asia Pacific markets on hotel loyalty program engagement.
• VeriffminorStrategic or Co-development Partner · 20 May 2026Partnership for 2026 Deepfakes Report research conducted among 3,000 respondents in US, UK, and Brazil examining deepfake detection capabilities.
• Coca-ColacoreStrategic or Co-development Partner · 13 May 2026Partnership to develop Universal Media Measurement (UMM) framework enabling comparison across paid, owned, earned, and shared media channels on a single scale. Already used by Coca-Cola in 20+ countries.
• Clear Channel OutdoorminorStrategic or Co-development Partner · 7 May 2026Partnership for RADARProof OOH attribution studies combining Clear Channel's outdoor advertising with Kantar's measurement methodology.
• Snap Inc.coreStrategic or Co-development Partner · 6 May 2026Joint research partnership with Snap Inc. to study advertising effectiveness of Sponsored Snaps in India. Study found Chat-based advertising delivers 2.5x higher brand awareness.
• National Retail Federation (NRF)minorStrategic or Co-development Partner · 29 April 2026Produced in partnership with NRF for Top 50 Global Retailers 2026 ranking based on domestic and international retail revenues.
• Snap Inc.coreStrategic or Co-development Partner · 7 April 2026Joint study 'State of AR in India' revealing AR's impact on Gen Z consumer engagement and purchase decisions.
• Quilt.AIcoreTechnology or Integration · 18 March 2026Strategic partnership to develop EvaluateExplorer, an AI-driven innovation solution that combines Quilt.AI's multi-agent intelligence system with Kantar's brand-building frameworks. The solution compresses opportunity-to-concept timelines from months to one week.
• MicrosoftcoreTechnology or Integration · 10 March 2026Kantar AI Festival featured partnership with Microsoft showcasing AI's role in transforming creativity and business workflows.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Ipsos: Global market research and consumer insights firm offering brand tracking, advertising effectiveness, and innovation research across more than 90 markets. Direct competitor to Kantar across syndicated and custom research with overlapping client base among CPG and global advertisers.
• NielsenIQ: Global consumer intelligence company combining retail measurement, shopper behavior, and consumer insights. Direct peer to Kantar's BrandZ and Numerator-style offerings with strong overlap in CPG measurement and panel-based research.
• Circana: Retail and shopper insights firm formed from the merger of IRI and The NPD Group. Direct competitor to Kantar's shopper behavior and retail measurement solutions, particularly in CPG category management and point-of-sale analytics.
• YouGov: Digital-first market research and data analytics firm known for its daily brand tracker and consumer panel. Comparable to Kantar's BrandDynamics and continuous-tracking offerings with a more digital-native, self-serve delivery model.
• JD Power: Consumer benchmarking and quality research firm known for syndicated awards and automotive insights. Comparable to Kantar's awards/benchmarking programs (BrandZ, Creative Effectiveness Awards) and vertical-specific consumer benchmarking.
• Mintel: Global market intelligence firm providing syndicated research on consumer products, retail, and innovation. Overlaps with Kantar's industry research and product innovation testing across CPG verticals.

Broad incumbents

• GfK: Consumer goods and durables market research firm (now integrated with NielsenIQ). Overlaps with Kantar's CPG insights, retail measurement, and consumer panels, with comparable global enterprise clients.
• Accenture Song: Marketing transformation and brand consulting arm of Accenture. Competes with Kantar's Strategic Intelligence and Brand Strategy practices on CMO-level transformation engagements and brand-led growth advisory.
• Publicis Groupe: Global marketing and communications holding company with research, media, and creative capabilities. Operates as both an indirect competitor to Kantar (through agencies) and a potential partner given its enterprise client relationships.
• Dentsu: Global advertising and marketing services holding with research, media, and CXM practices. Comparable as a holding-company scale competitor offering enterprise marketing services and consumer insights as part of broader portfolios.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/kantar
• Xx.com/Kantar
• Facebookfacebook.com/248490138604629

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A26 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kantar