What Kantar does

AS Emor, operating as Kantar Emor, is the Estonian market research arm of Kantar, the global data, insights, and consulting company. Headquartered in Tallinn, the firm delivers quantitative and qualitative research across five modules: brand research (Connect, Brändijõud, NeedScope, AdEval), media research (Atlas, TV Top/Teleauditooriumi mõõdikuuring, AdEx, Internet, Trükimeedia, Raadioauditoorium, Meediapäev), customer/employee research (TRI*M family, onboarding/exit surveys), analytics (ValueDriver, Conjoint, MaxDiff), and behavioral science (VEENA&MÜKSA), supported by the FeedbackForest data collection platform. The technology stack is methodologically driven rather than software-platform driven, built around proprietary survey and analytics frameworks licensed from Kantar and combined with local panel infrastructure.

The firm serves a horizontally diversified B2B client base spanning consumer brands and retailers (e.g., Maks&Moorits brand preference tracking), media companies and broadcasters (TV audience measurement, advertising expenditure studies), advertising agencies (AdEval, brand tracking), corporate HR functions (TRI*M employee research), and political organizations (party ratings). Go-to-market is sales-led professional services with direct enterprise engagement for custom research projects, supplemented by recurring subscription-based data products and a self-service e-commerce storefront (MediaFacts) selling Baltic consumer trend datasets and Power BI workspaces. Pricing is not publicly disclosed and is project-quoted.

Commercially, revenue is generated through three streams: recurring/continuous research engagements (media measurement subscriptions, brand tracking, political polling), one-off custom research studies (ad hoc projects), and data product sales via MediaFacts. The business is structurally a professional services firm with embedded recurring data products, anchored by Estonia/Baltics geography and serving as Kantar's local execution unit in the region.

Name

Kantar

Legal name

AS Emor

Website

https://kantaremor.ee

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Kantar Emor (AS Emor) is the Estonian operating unit of global market research firm Kantar, delivering brand, media, consumer, employee, and political research using proprietary methodologies (TRI*M, NeedScope, ValueDriver, Atlas) to enterprises, media companies, and government in the Baltic region.

Ownership category

akta.pro rank

Product category

Market Research and Consumer Insights

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Audience Measurement & Media Research (Ratings, Attribution, Media Mix Insights) (MPAAALAM), Qualitative Research (Focus Groups, IDIs, Ethnography) (MPAAALAE), Media Measurement, Attribution & Marketing Mix Modeling (MMM) Services (MPAAABAN)

Keywords

• Market research services
• Consumer insights
• Media audience measurement
• Brand tracking research
• Employee experience surveys

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Market Research Services: Project-based and recurring research engagements providing consumer insights, brand tracking, media measurement, and employee research services to B2B clients across Estonia and the Baltic region.
2. Custom Research Studies: Ad-hoc custom research projects including brand positioning, communication testing, product development research, and customer satisfaction studies.
3. Media Measurement Data Products: Continuous media audience measurement services providing television, radio, internet, and print consumption data to media companies and advertisers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Kantar Emor delivers market research, consumer insights, and consulting services to enterprises, media companies, and public-sector organizations in Estonia and the Baltic region. Offerings span brand research and tracking, media audience measurement across TV/radio/internet/print, employee and customer experience studies (TRI*M), custom qualitative and quantitative research, advanced analytics (Conjoint, MaxDiff, ValueDriver), omnibus shared-cost surveys, trend research, and an online data store (MediaFacts) for Baltic consumer market datasets.

Product overview

Kantar Emor operates as a comprehensive market research and consumer insights platform offering a multi-module portfolio of research solutions. The core offerings include brand research solutions (Connect for brand touchpoints, Brändijõud for brand value tracking, NeedScope for brand strategy, and AdEval for communication testing), media research tools (Atlas, Teleauditooriumi mõõdikuuring, AdEx for advertising expenditure, Internet, Meediapäev, Trükimeedia, and Raadioauditoorium), and customer/employee research methodologies (TRI*M HiPO, Kliendisuhete TRI*M, transactionTRI*M, and onboarding/exit surveys). The platform also includes advanced analytics capabilities through ValueDriver, MaxDiffi, and Conjointi analyses, supported by the FeedbackForest data collection platform and omnibus survey services. The offerings integrate behavioral science expertise through VEENA&MÜKSA, business consulting, innovation and product development services, and database integration capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• FeedbackForest: Complete solution for data collection and transmission
• Atlas
• MediaFacts

Products and services

• Brand Research & Tracking (Connect, Brändijõud)
• NeedScope Brand Strategy & Positioning
• AdEval Communication Testing
• Atlas Media Research Platform
• Teleauditooriumi mõõdikuuring (TV Top)
• AdEx Advertising Expenditure Tracking
• Raadioauditoorium Radio Audience Measurement
• Internet Media Research (Meediauuring)
• Meediapäev (Daily Media Consumption)
• Trükimeedia Print Media Research
• TRI*M HiPO Employee High-Potential Identification
• Employee Onboarding & Exit Surveys
• Kliendisuhete TRI*M Customer Relationship Assessment
• transactionTRI*M Transaction-Level Customer Feedback
• ValueDriver Pricing & Portfolio Analytics
• MaxDiff Preference Analysis
• Conjoint Trade-Off Analysis
• FeedbackForest Data Collection Platform
• Omnibus Shared-Cost Surveys
• Qualitative Research Solutions
• Trend Research (Trendiuuringud 2026)
• Partner Relationship Strength Mapping
• VEENA&MÜKSA Behavioral Sciences Masterclass
• MediaFacts Baltic Consumer Market Data Store
• Society Research (Ühiskonnauuringud)

Quantifiable outcome

• Identified Maks&Moorits as Estonia's most pleasant food brand in consumer study
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• KantarcoreStrategic or Co-development PartnerEmor is the Estonian operations of Kantar, one of the world's leading data, insights, and consulting companies. This partnership provides Emor with access to global research methodologies, international benchmarking data, and the scale of a global research network while maintaining local market expertise.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• NielsenIQ: Global market research and consumer insights company directly competing with Kantar Emor across brand tracking, consumer panel, and media measurement services for similar enterprise clients worldwide.
• Ipsos: Global market research firm offering brand tracking, advertising research, public opinion polling, and consumer insights — directly comparable to Kantar Emor's portfolio across B2B research and audience measurement.
• GfK (NIQ): Consumer goods and media-focused market research firm (now part of NielsenIQ) offering brand tracking, pricing research, and consumer panels — a head-to-head competitor in FMCG and media research services.
• Norstat: Nordic and Baltic-focused market research data collection firm operating panel-based surveys and consumer insights across the same region as Emor, directly competing for local and pan-Baltic research engagements.

Broad incumbents

• Kantar: Parent company and global research network providing the methodologies, benchmarking data, and brand recognition that Emor leverages; broader portfolio spans all major markets and research categories.
• Gallup: Global research and analytics firm offering public opinion polling, brand research, and employee engagement — overlaps with Emor's brand tracking and party ratings/political research offerings.

Regional players

• Taloustutkimus Oy: Finnish market research firm offering consumer insights, brand tracking, and media measurement comparable to Emor's portfolio but operating primarily in Finland rather than Estonia/Baltics.
• Latvijas Fakti: Latvian market research firm offering consumer surveys, brand tracking, and public opinion research — directly comparable in scope but operating in Latvia rather than Estonia.
• Spinter Research: Lithuanian market research company providing consumer insights, brand tracking, and media research across the Baltic — a comparable regional player in a neighboring market.

Emerging players

• YouGov: Digital-first market research and public opinion polling firm with growing Baltic/Nordic panel coverage — represents an emerging tech-enabled threat to traditional survey-based research firms like Emor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/kantar-emor
• Facebookfacebook.com/EmorUuringud

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Kantar