Kantar Health

What Kantar Health does

Kantar Health is the life sciences-focused division of Kantar Group, providing data, analytics, and research services to pharmaceutical, biotechnology, and healthcare companies. The division builds on Kantar Health's acquisitions of The Mattson Jack Group (2003) for health economics modeling and Evidências (2014) for Latin American market intelligence, positioning it in real-world evidence, outcomes research, and patient and physician insights. Within the broader Kantar Group, Kantar Health operates alongside consumer-focused BrandZ brand equity research, Kantar Marketplace (self-serve analytics platform), Worldpanel behavioral purchase data, and subsidiaries including Numerator and Europanel.

Kantar Group's product surface centers on the Kantar Marketplace platform, which delivers self-serve and serviced research solutions — BrandEvaluator, BrandCampaign, BrandDynamics, LINK+, ConceptEvaluate, IdeaEvaluate, PackEvaluate, LaunchEvaluate, ExperienceEvaluator, NeedScope Positioner, and Context Lab — plus the Blueprint for Brand Growth framework (built on 6.5 billion consumer data points) and the BrandZ equity study (4.3 million consumers, 21,000 brands, 525 categories, 54 markets). Proprietary frameworks include the MASB-accredited Meaningful Different and Salient (MDS) methodology, NeedScope emotion mapping, and the MDX customer experience model. AI capabilities are layered across the platform via LINK AI, ConceptEvaluate AI, and recommendation systems, anchored on Microsoft Azure infrastructure.

Revenue mechanics combine multi-year enterprise subscriptions, credit-based marketplace purchases (12-month credits), serviced consulting engagements, and bespoke custom research delivered through 80+ countries. GTM spans self-serve PLG through Marketplace and a field-led enterprise sales motion, with ~20,000 colleagues globally serving 96 of the world's 100 biggest advertisers and the majority of Fortune 500 companies. Kantar Health's segment operates within this footprint with specialized pharma and biotech client delivery.

Name

Kantar Health

Legal name

The Kantar Group Limited

Website

https://kantar.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Healthcare Market Research

NAICS

Other Scientific and Technical Consulting Services (54169), Health Care and Social Assistance (62)

SIC

Services-Health Services (8000)

akta.pro primary industry

Health Economics & Outcomes Research (HEOR) (HLAIAKAB)

akta.pro secondary industry

Electronic Data Capture (EDC) Platforms (HLACAOAA)

Keywords

• Healthcare market research
• Pharmaceutical analytics
• Life sciences research
• Real world evidence
• Patient outcomes data

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Platform Subscriptions: Kantar Marketplace operates as a SaaS platform with subscription-based and pay-as-you-go models. Solutions like BrandEvaluator (starting from $27,880) and BrandCampaign (starting from $7,700) offer tiered pricing for brand equity measurement and creative mix optimization. Credits can be purchased for individual or package purchases.
2. Professional Services and Consulting: Serviced-only solutions supported by Kantar experts including NeedScope Positioner, ExperienceEvaluator, and strategic consulting practice engagements for brand strategy development.
3. Custom Research and Analytics Services: Bespoke market research projects, panel-based surveys, and custom analytics engagements delivered across Kantar's global operations in over 80 countries.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Kantar Health provides data, analytics, and research services to the life sciences industry, serving pharmaceutical, biotech, and medical device companies. Its offerings combine proprietary patient and physician datasets with consulting-style analytics engagements to support clinical, commercial, and strategic decision-making for healthcare manufacturers worldwide.

Product overview

Kantar is a comprehensive market research and data analytics company offering an integrated portfolio of research solutions. The core Kantar Marketplace platform serves as the central hub providing automated and serviced research solutions. The product ecosystem includes brand insights products (BrandSnapshot, BrandEvaluator, BrandDynamics, BrandCampaign, NeedScope Positioner, BrandZ), creative testing solutions (LINK+, LINK AI, Ad testing), innovation tools (IdeaEvaluate, ConceptEvaluate, ConceptEvaluate AI, PackEvaluate, LaunchEvaluate), customer experience solutions (ExperienceEvaluator), and media effectiveness tools (Context Lab). The Blueprint for Brand Growth framework and Sustainable Behaviours Ad Tracker provide specialized analytical capabilities. The platform serves insights professionals and marketers across 80+ countries, including 96 of the world's largest advertisers.

Differentiator

Problem solved

Functional benefit

Brands

• BrandZ: Kantar BrandZ is the world's most authoritative brand ranking, based on consumer perceptions and financial performance. It includes the annual Most Valuable Global Brands report covering 4.3 million consumers across 21,000 brands in 54 markets.
• LINK+
• LIFT+
• Worldpanel
• BrandEvaluator
• BrandDynamics
• ExperienceEvaluator
• BrandSnapshot
• Blueprint for Brand Growth
• Context Lab

Products and services

• Life Sciences Data, Analytics, and Research Services End-to-end data, analytics, and research services for pharmaceutical, biotech, and medical device companies, supporting clinical, commercial, and strategic decision-making with evidence-based insights.

Quantifiable outcome

• Brands that are Meaningfully Different to More People command up to five times the market penetration compared with brands low in meaningful difference
• +8 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability8 records

Feature8 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• RedditcoreStrategic or Co-development Partner · 1 January 2025Reddit is cited as a key source influencing brand presence in AI answers, with Reddit alone capable of driving up to 9% of AI citations. This highlights the shift in brand control from traditional channels to distributed ecosystems including social media platforms.
• AdNetZeroflagshipStrategic or Co-development Partner · 1 January 2025Partnership with AdNetZero to create the Sustainable Behaviours Ad Tracker, tracking sustainable behaviors in ad campaigns globally by analyzing ads in Kantar's LINK database. Supports Ad Net Zero's 'Every Brief Counts' initiative.
• MicrosoftcoreTechnology or Integration · 1 January 2025Third Party AI Provider for Kantar's AI Services including Azure-based AI infrastructure. Kantar's Acceptable Use Policy references Microsoft licensing terms and Azure AI Foundry responsible AI policies.
• Effie Awards EuropeflagshipGTM or Marketing Partner · 1 January 2025Third consecutive year partnership with Effie Awards Europe revealing strategies behind Europe's most effective campaigns. Kantar and Effie Awards Europe co-produce the 'Unboxing modern brand building in the creator era' booklet.
• FIFA (for World Cup 2026)minorStrategic or Co-development Partner · 1 January 2025Analysis of FIFA World Cup 2026 as a case study in brand building, examining the tournament's exceptional brand equity through the lens of Meaning, Difference and Salience.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mintel: Market research firm specializing in consumer products, retail, and beauty with brand and innovation insights. Comparable to Kantar's innovation testing (ConceptEvaluate, PackEvaluate) and category-level consumer research.
• GfK (now part of NIQ): Consumer goods and market research firm specializing in retail panels and brand performance. Merged into NielsenIQ but historically a direct competitor in consumer panel data and CPG insights.
• Dynata: First-party data and panel provider offering research-grade consumer and B2B samples globally. Comparable to Kantar's panel data infrastructure powering BrandZ and survey-based research products.
• NielsenIQ: Direct peer offering consumer panel data, retail measurement, and brand performance analytics across global markets. Highly comparable to Kantar's Worldpanel and BrandZ offerings and one of the most direct competitors in CPG and retail insights.
• Ipsos: Global market research firm offering brand and advertising research, consumer panels, and customer experience measurement. Closely comparable to Kantar across brand tracking, ad effectiveness (LINK+), and innovation testing services.
• YouGov: Global market research and analytics company with proprietary consumer panels and brand tracking products. Directly comparable to Kantar's brand tracking (BrandDynamics) and syndicated consumer research offerings.
• Circana (formerly IRI): Retail and consumer packaged goods insights firm providing point-of-sale data, panel insights, and brand performance analytics. Directly comparable to Kantar's Worldpanel offering and CPG-focused brand measurement.
• J.D. Power: Consumer research firm delivering benchmark studies and customer experience analytics across automotive, financial services, and consumer durables. Comparable to Kantar's ExperienceEvaluator and customer experience insights offerings.

Broad incumbents

• Forrester Research: Research and advisory firm providing syndicated research, consulting, and advisory to marketing and technology leaders. Comparable to Kantar's consulting practice and brand insights work, though with broader tech and CX coverage.

Emerging players

• Toluna: Digital consumer insights platform combining panels, automated research, and DIY tools. Comparable to Kantar Marketplace's self-serve motion though at smaller scale; increasingly competitive on speed and price.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/kantar-health

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about Kantar Health