Kantar

What Kantar does

Fifty5Blue Latvia (legal entity SIA TNS Latvia, formerly operating under the Kantar brand in Latvia) is a Riga-headquartered market research and consumer insight firm serving clients across the Baltic States, with an explicit concentration in Latvia. The company was founded in 1991 and operates with a 51–100 employee base, delivering a portfolio organized along two axes: four core research methodologies — quantitative (Kvantitatīvie pētījumi), qualitative (Kvalitatīvie pētījumi), mystery shopping (Noslēpumainais klients), and desk research (Kabineta pētījumi) — and four cross-platform media measurement datasets covering television, press, internet, and radio. These capabilities are applied across seven expertise areas: brand/communication/reputation, customer and employee strategies, innovation and product development, advertising effectiveness, consumer research, social research, and media research.

The technology foundation is a traditional research-services architecture built on syndicated longitudinal products and bespoke client studies, anchored by the recurring publication 'Tavs Neredzamais Sabiedrotais' (Your Invisible Ally), a numbered newsletter series documented back to 2004 (issues 1–89) that functions as both content marketing and a continuously refreshed longitudinal dataset. Consolidated monthly TV audience measurement (e.g., June 2026: LTV1 at 13.6% viewing share) anchors the media-measurement offering. The firm publishes across owned digital channels including a website blog and newsletter archive.

The business model is direct enterprise engagement: B2B custom research contracts and syndicated media-measurement subscriptions sold into brand and marketing teams, HR/corporate strategy buyers, consumer goods and retail organizations, and media owners/advertisers within Latvia. Pricing is not publicly disclosed. No revenue, headcount growth, funding, parent company, or M&A signals are available in the source data. Geographic scope is limited to the Baltic States with no claimed global footprint. The firm is distinct from, and no longer affiliated with, the globally branded Kantar Group.

Name

Kantar

Legal name

SIA TNS Latvia

Website

https://kantar.lv

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

Fifty5Blue Latvia (formerly Kantar, legal entity SIA TNS Latvia) is a Riga-based market research firm serving Latvian and Baltic enterprise clients with syndicated media measurement (TV, press, internet, radio) and custom quantitative, qualitative, mystery shopping, and desk research across brand, HR, consumer, and social research use cases.

Ownership category

akta.pro rank

Product category

Market Research Services

NAICS

Marketing Research and Public Opinion Polling (541910)

SIC

Services-Advertising (7310)

akta.pro primary industry

Market Research & Consumer Insights (BPAHALAA)

akta.pro secondary industries

Survey, Panel & Fieldwork Services (BPAHALAJ), Competitive & Market Intelligence (Competitive Tracking, TAM/SAM/SOM) (MPAAALAL), Public Relations Measurement, Analytics & Monitoring (BPAFADAL), Data Analytics & Business Intelligence Services (BPAHALAC)

Keywords

• Market research
• Consumer insights
• Media measurement
• Audience measurement
• Brand research

Headquarters

HQ city

Riga

HQ country

Latvia

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Distribution channels1 record

Marketing channels2 records

Core offering

Fifty5Blue Latvia (formerly Kantar) provides market research and consumer insight services to Latvian enterprises using quantitative surveys, qualitative methods (focus groups and interviews), mystery shopping, and desk research. The firm also delivers syndicated media audience measurement data across television, press, internet, and radio platforms, supporting brand strategy, advertising effectiveness, employee engagement, and product development decisions for clients in the Baltic region.

Product overview

Fifty5Blue Latvia (formerly Kantar) operates as a multi-method market research company offering both primary research services and media measurement data. The portfolio consists of four core research methods (quantitative, qualitative, mystery shopping, and desk research) and four media data categories (television, press, internet, and radio). Research services span multiple expertise areas including brand strategy, customer and employee experience, innovation, advertising effectiveness, consumer behavior, social research, and media measurement.

Differentiator

Problem solved

Functional benefit

Segments5 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Recent moves4 records

Expansion highlights2 records

Direct peers

• Gemius: Regional digital audience measurement specialist covering Central and Eastern Europe including the Baltics. Directly comparable as a media-research competitor operating in overlapping Baltic digital measurement territory.
• SKDS: Latvian social and market research company. Direct local competitor offering public opinion polling, social research, and consumer studies, closely overlapping with Fifty5Blue's social and consumer research expertise areas.
• Latvijas Fakti: One of Latvia's leading local public opinion and market research firms. Direct competitor offering polling, consumer, and media research within the same Latvian market.
• Norstat: Nordic and Baltic data collection and market research firm offering panels, surveys, and consumer insights — overlapping with Fifty5Blue's quantitative and panel-based research services in the Baltic region.
• BALTIC SURVEY: Baltic-focused market research firm offering quantitative and qualitative research across Lithuania, Latvia, and Estonia. Directly comparable regional peer with similar product set and customer base.

Broad incumbents

• Ipsos: Large global market research firm offering brand, advertising effectiveness, consumer, and social research — closely mirroring Fifty5Blue's service portfolio but with multi-country reach and significantly larger scale.
• GfK (now part of NIQ): Global market research provider specializing in consumer goods, retail, and media insights. Directly comparable in consumer panel and brand/communication research methodologies.
• TNS (Taylor Nelson Sofres): Historical predecessor brand of the global TNS network under which Fifty5Blue previously operated as TNS Latvia. Comparable in research methodology and product mix, though at global versus local scale.
• Nielsen: Global leader in audience measurement and media analytics. Directly comparable to Fifty5Blue's TV, press, internet, and radio measurement products but operating at global scale across many markets.
• Kantar (global): The global market research firm whose brand Fifty5Blue previously carried. Highly comparable in product mix (brand, media, consumer insights), though operating globally versus Fifty5Blue's single-country focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/tnslatvia
• Facebookfacebook.com/KTForums
• LinkedInlinkedin.com/company/tns-latvia-sia

Revenue estimate

Valuation estimate

Number of profiles

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