Kantar

Kantar is a global data, insights and consulting company that provides market research, consumer panels, brand and media analytics, and consulting services to commercial and public-sector clients. It combines syndicated data, bespoke research, and analytics platforms to help organizations understand consumer behavior, measure brand and media performance, and inform marketing and product strategy. Its target customers include multinational consumer goods firms, advertisers, media owners, retailers, and governments seeking market measurement and insight-driven decision support. Operating in the market research and data analytics sector, Kantar is a major global player with operations across more than 90 markets and roughly tens of thousands of employees. The company traces its roots to WPP’s research operations and is widely known as a leading provider of syndicated panels and brand valuation services; it is headquartered in London and serves a global client base. In 2019 Bain Capital acquired a majority stake from WPP, enabling investment in technology and expansion. Kantar distinguishes itself through extensive proprietary panels and long-standing industry methodologies, partnerships with leading brands and agencies, and a growing suite of cloud and AI-enabled analytics. Recent initiatives emphasize integrating advanced analytics, single-source measurement and technology platforms to support global clients’ growth and media measurement needs.