Kantar

Leading global market research and insights provider with strong media measurement and brand analytics capabilities

Kantar is a leading global data, insights, and consulting company that provides comprehensive marketing effectiveness, brand strategy, and media measurement solutions to brands, agencies, and media organizations worldwide. Operating across more than 90 markets, Kantar combines proprietary data, analytics, and expertise to help clients understand consumer behavior, optimize media investments, and grow their brands. The company operates as a subsidiary of Bain Capital after being acquired from WPP in 2019, though WPP retained a minority stake. Kantar's portfolio spans multiple disciplines including brand tracking and equity measurement, advertising testing, media audience measurement, retail and shopper insights, and custom research. The company is particularly known for its media measurement capabilities through Kantar Media, its BrandZ brand valuation rankings, and its TGI consumer insights database. Kantar serves major global advertisers and agencies with solutions that connect data across the marketing funnel, from brand health and creative effectiveness to media planning and campaign measurement. As one of the world's largest market research and insights organizations, Kantar competes with companies like Nielsen, Ipsos, and GfK in the broader market research space, while also providing specialized AdTech-adjacent solutions for media measurement and advertising effectiveness. The company has invested significantly in technology and data science capabilities to modernize its offerings and provide real-time insights in an increasingly digital and fragmented media landscape.