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Kantar

Kantar

Market Research, Brand Intelligence & Media MeasurementConsultancyCo-ownedkantar.com

Kantar provides the most comprehensive and globally consistent data, analytics, and consulting to help brands understand consumers, measure media, and optimize marketing investment across every major market.

Last updated Jun 28, 2026 by ATDb automated enrichment · Connections updated Jul 13, 2026

In the news
Founded
1992
HQ
London, England, United Kingdom
Connections
50

At a glance

Employees
10001-50000
Funding
$4B valuation (Bain Capital acquisition, 2019)
Revenue
$3B–$4B annually
Stock
N/A
31integrations5competitors1corporate family2co-owned by
Attribution & AnalyticsMarketing AnalyticsVerification & Measurement

About

One of the top three global market research and brand intelligence firms, competing directly with Nielsen and Ipsos across brand, media, and consumer insight verticals

Kantar is one of the world's leading data, insights, and consulting companies, operating across more than 90 markets with a workforce of approximately 25,000 people. Originally formed as the research division of WPP, Kantar was majority-acquired by Bain Capital in 2019 in a deal valuing the business at $4 billion, with WPP retaining a minority stake. The company serves as a critical intelligence layer for global brands, agencies, and media owners, offering solutions spanning brand strategy, consumer behavior, media measurement, and campaign effectiveness.

Business model

Data & Analytics / Consulting / SaaS

Target market

Enterprise

What they offer

  • BrandZ

    World's largest brand equity database and annual ranking of the most valuable global brands, used for brand valuation and strategic benchmarking.

  • Kantar Marketplace

    Self-serve, on-demand research platform enabling brands and agencies to run creative testing, brand tracking, and audience studies quickly and at scale.

  • Kantar Media

    Competitive intelligence and audience measurement platform providing ad spend tracking, media monitoring, and audience insights for media owners and advertisers.

  • Kantar Profiles

    Proprietary consumer panel and audience data network offering access to over 170 million profiled consumers globally for survey and research targeting.

  • LINK+ (Creative Testing)

    AI-powered creative testing solution that predicts the in-market performance of ads across TV, digital, and social formats before launch.

  • TGI (Target Group Index)

    Syndicated consumer survey providing deep audience profiling data used by media planners and agencies for targeting and campaign planning.

  • Kantar Worldpanel

    Consumer panel tracking purchasing behavior across FMCG, fashion, and technology categories, providing market share and shopper insights.

  • CrossMedia

    Media effectiveness measurement solution that quantifies the contribution of each media channel to campaign outcomes and brand KPIs.

  • Kantar Consulting

    Strategic consulting services leveraging Kantar's proprietary data to help brands with growth strategy, portfolio management, and market entry.

Key features

Global brand equity tracking and valuation via BrandZAI-powered creative testing and pre-launch ad scoringCross-media campaign effectiveness measurementProprietary consumer panels with 170M+ profiled respondentsCompetitive ad spend and media monitoring intelligenceAudience segmentation and media planning data (TGI)FMCG and retail purchase panel data via WorldpanelOn-demand self-serve research via Kantar MarketplaceMarketing mix modeling and ROI optimization

Use cases

Brand health tracking and equity measurement over timePre-launch creative testing and ad effectiveness predictionMedia planning and audience targeting using TGI dataCompetitive intelligence on rival ad spend and media strategiesMarketing mix modeling to optimize budget allocation across channelsConsumer segmentation and persona developmentMarket share and purchase behavior tracking for FMCG brandsCampaign cross-media effectiveness measurementNew market entry research and consumer landscape analysis

Customer segments

Global CPG and FMCG brandsMedia agencies and holding groupsMedia owners and broadcastersRetailers and e-commerce companiesFinancial services and insurance brandsAutomotive manufacturersTechnology and telecoms companiesHealthcare and pharmaceutical brandsGovernment and public sector organizations

Tech & specs

Technology stack

Proprietary consumer panel management platformsAI and machine learning for creative scoring and predictive analyticsCloud-based data delivery and dashboarding (Kantar Marketplace)Natural language processing for survey and open-end analysisBig data infrastructure for cross-market panel aggregationAPI integrations for data export to third-party platformsProgrammatic data partnerships for digital audience activation

Security & compliance

GDPRCCPAISO 27001MRS Code of ConductESOMAR guidelinesSOC 2

Deployment

CloudAPIManaged Service

API

Yes

Explore further

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