Kantar is a global data, insights and consulting company, serving 96 of the world’s top 100 advertisers across more than 90 markets. With around 25,000 employees, it gathers billions of consumer data points annually—covering attitudes, behaviours and media interactions—to support brand strategy and business growth.
The business is structured into several client‑facing divisions. The Insights team offers research solutions including brand strategy, innovation, creative and media effectiveness. Worldpanel specialises in continuous shopper behaviour tracking and advanced analytics. Profiles handles detailed audience panels with rigorously sourced data. Meanwhile, Kantar Media (operationally independent) measures paid, owned and earned media. These core divisions are supported by functions such as finance, technology, legal and marketing.
Kantar’s offerings include its flagship BrandZ brand equity platform, which assesses the strength and value of over 20,000 brands using data from 4.3 million consumers in 54 markets. The company also provides creative testing, media impact analysis, consumer and shopper behaviour insights, category management tools, virtual store solutions, and broader innovation consulting.
Regarding sustainable finance and ESG, Kantar includes “Sustainability” as a dedicated solution area. It equips clients with diagnostics on licence‑to‑operate, greenwashing perceptions and sector‑specific sustainable concerns. These insights support businesses in aligning brand strategy and communications with sustainability objectives.
Kantar also provides context for AI-driven research, enabling clients to evaluate creative effectiveness and audience engagement in an evolving media landscape. Its tools and databases are useful for finance professionals seeking consumer behaviour trends, media insights, brand valuation, sustainability diagnostics, and AI-enabled market analytics on a global scale.
Overall, Kantar combines rich consumer data with analytic expertise and consulting services to help brands understand, optimise and future‑proof their strategy, with specific capabilities in ESG perception and sustainable brand stewardship.
