Kantar

The business model centres on collecting, structuring and analysing large-scale consumer and shopper data, then selling this as insights, tools and services to corporate clients. Core value is created by operating global permission-based survey panels and purchase panels, proprietary research methodologies, and benchmark databases for brands and advertising. These assets are packaged into syndicated data subscriptions, automated self-serve research solutions, and customised analytics and advisory services that help clients design, test and optimise products, advertising, media and brand strategy. M&A activity in shopper data, cross-media effectiveness and app-based survey technology extends panel reach and analytic breadth, while selective divestments refocus the portfolio on research and analytics rather than pure media measurement tech.

Kantar is a UK-headquartered global market research and consumer data company backed by Bain Capital with WPP retaining a minority stake. It provides survey panels, automated research platforms, shopper and purchase behaviour panels, brand valuation datasets and media/creative effectiveness measurement to corporate marketing and insights teams.

The company generates revenue from a mix of syndicated data products, subscription access to respondent panels and purchase panels, on-demand research delivered via its automated platform, and bespoke analytics and consulting projects. Its paying customers are primarily large consumer brands, FMCG manufacturers, retailers, media owners and agencies that use this data and analysis for marketing, brand and media decisions.