In today's fast-paced market, more data isn't the answer. What you need are sharper signals that reveal when pricing power is slipping, when culture is undermining creativity, and when short-term wins are jeopardising long-term growth.
We've analysed millions of brand data points to uncover five commercial truths that can turn tracking into growth. In our latest executive summary, you'll discover:
- How to get the most precise picture of your current situation
- How brand can have its presence in the boardroom
- Whether culture is the missing link in your marketing effectiveness
- Why pricing power could be your most overlooked growth lever
- How combining the 4Ss—search, social, survey, and sales data—helps you spot momentum before it hits your tracker
Our executive summary is short, sharp, and free. Don't miss out on these valuable insights.
Let’s Connect on What Matters Most
Let’s explore how Kantar’s AI-powered brand measurement tools can help you stay ahead. I’d love to discuss how we can support your 2026 planning and hear your thoughts.
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Martine Philippe |
Unlock strategies and insights from the world’s most successful brands
We’re excited to share that Outstanding Innovation 2025 has launched! This year’s release brings together global Kantar BrandZ data, qualitative insights and bold brand strategies to help you plan your 2026 innovation roadmap with confidence.
Explore the stories behind this year’s leading innovators—Netflix, KFC, Clorox, ChatGPT, Touchland, Trip.com and more—and learn how consumer-first thinking and breakthrough ideas are delivering real, meaningful impact.
Are you ready to be inspired to lead your brand’s future of innovation?
Visit our website to download your free guide for 2026 planning and watch the webinar to discover this year’s key findings.
Let’s Talk Innovation.
We’re passionate about innovation at Kantar and would love to talk to you about your innovation challenges.
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Eduardo D’Ávila Lins de Faria |
Missed the live session with Kantar and UBA? No problem! Catch up now and explore all the key insights and highlights from the event. Stay in the loop!
In 2024 we presented the results of our first Spotlight on CX study including 64 brands from 14 categories. Our 2025 edition brings customer experience evaluations for a new selection of brands from 5 new categories.
Traditional metrics like NPS focus on fixing issues, not driving growth. Kantar’s Experience Power KPI measures how experiences boost brand meaningfulness and difference—unlocking long-term growth through Meaningfully Different Experiences (MDX).
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Kantar evidence further shows the commercial power of experience “Brands who improve their customer experience are far more likely to significantly increase their market share.” |
Winning in customer experience means more than flawless execution—it’s about creating emotional connections that competitors can’t replicate. Operational excellence is common; emotional resonance makes your brand truly stand out.
Want to know what themes are emerging this year?
Download the full report and see how Belgian creativity leads the way. Six unique themes to help your creativity resonate with your audience.
From Execution to Emotion: How We Measure CX Impact
Want to know what themes are emerging this year?
Download the full report and see how Belgian creativity leads the way. Six unique themes to help your creativity resonate with your audience.
Get in touch to transform your brand with Meaningfully Different Experiences
A proven CX framework by Kantar. Customer Experience solutions empower clients to create brand-aligned experiences that drive business growth. Our expertise helps you:
- Express your brand's unique positioning through tailored experiences.
- Understand evolving customer needs to stay ahead of market trends.
- Prioritize impactful improvements for commercial success.
- Capture feedback at scale using platforms.
- Empower your team with actionable insights.
- Optimize measurement and insights to guide strategic decisions.
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Gino De Vooght |
Let’s Create What Resonates
Creative effectiveness remains a marketer’s greatest tool to ensure their campaigns deliver whatever challenges they face. We and our partner Effie Belgium have come together to better understand what sets award winning creative apart.
How do you measure creativity that truly connects?
At Kantar, we’ve spent decades testing ads across the globe. Our secret? A rich database of 260,000+ ads, now powering Link AI. Link AI is our scalable creative effectiveness tool. It analyses emotional signals, cultural cues, and creative elements.
For Effie Belgium, we tested over 280 entries to uncover key insights.
Want to know what themes are emerging this year?
Download the full report and see how Belgian creativity leads the way. Six unique themes to help your creativity resonate with your audience.
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The 2025 Effie Awards, celebrating marketing effectiveness, concluded on October 9. A total of 26 awards were presented: 2 Gold, 13 Silver, and 11 Bronze. Discover the best Belgian cases on Effie Belgium to see how they stood out. |
Leverage Link AI - Autumn Offer
The only AI solution that combines creative engagement, brand lift and behavioural predictions. Trained on the world’s largest advertising database (over 250K ads tested)
Get in touch for this special bundle
Creativity That Connects — Let’s Talk
Our creative experts are here to help you elevate your advertising campaigns. After learning the six key themes feel free to reach out to us for personalized support.
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Gabriella Harris |
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Sana Hussain |
Smarter media planning starts now
We’re excited to announce the launch of the sixth edition of Media Reactions, Kantar’s global media study based on insights from around 21,000 consumers across 30 markets and 1,000 senior marketers worldwide!
With campaigns proving to be 7x more impactful when reaching a receptive audience, choosing the right media environment is critical to unlocking their full potential. Media Reactions helps you to identify where your brand’s ads are most preferred by consumers and marketers globally. Similarly, it informs media owners of what to provide to their advertiser partners for their own brand growth.
So, are you investing in the right media channels and brands?
Visit our website to download your free guide for 2026 planning and watch the webinar to discover this year’s global results.
Download now the guide for media optimisation and 2026 planning
Make sure you're at the forefront of today's media landscape
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With 57% of people now receptive to ads, the opportunity is huge—but are marketers adapting fast enough to fragmented media and rising GenAI concerns? |
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Belgian consumers are showing a clear shift in media preferences, with ad equity rankings revealing surprising strengths in emerging platforms. Discover which channels are winning trust—and which are losing ground. |
Looking for more media insights? You can buy the global and Belgium data and reports
Are you investing in the right media channels and brands? Do you know which media brands consumers now prefer? Contact our media experts who can share new findings from the study and discuss the strategic dilemmas facing marketers today.
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Bernard Scheray |
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Martine Philippe |
Innovation that starts strong, ends strong
In today’s rapidly evolving landscape, where AI is reshaping industries and consumer expectations shift at pace, brands must move beyond reactive innovation. The most successful organisations are those that innovate with clarity, purpose, and strategic intent.
We are pleased to share our latest thought leadership booklet, Innovating with Intent, by Dr. Nicki Morley, Global Innovation Lead at Kantar. It helps brands uncover where to focus next to unlock meaningful growth through strategic innovation.
Some of the key highlights:
- Identify where to focus next to drive brand growth
- Learn from award-winning brands such as Dove and Google Cloud
- Explore what effective, category-defining innovation looks like
- Understand how to connect strategy, insight, and execution
- Discover how to build innovation that delivers both equity and commercial impact
Curious About What’s Next? Let’s Talk Innovation.
If you would like to discuss how these principles could be applied to your brand’s innovation strategy, I would be happy to arrange a time to connect.
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Eduardo D’Ávila Lins de Faria |
Your guide to the media landscape
Brands maximise growth by predisposing more people to think they are the right choice. This is done by building salience and a positive mental perception in the minds of both clients and non-clients.
Campaigns are seven times more impactful among a receptive audience, so understanding the media landscape is a key cornerstone of this journey.
Are you investing in the right media channels and platforms?
Media Reactions is an annual study that provides a comprehensive overview of the evolving media landscape to help advertisers (brands), media agencies and media owners navigate media decisions. This year it shares insights from around 21,000 consumers in 30 markets and 1,000 senior marketers worldwide.
Register for the webinar where Kantar media experts reveal new findings from this year’s study, explore today’s marketing challenges, and uncover the most preferred media channels and brands among both marketers and consumers.
What’s Possible in Belgium? Let’s Find Out Together
So are you investing in the right media channels and brands? Do you know which media brands consumers now prefer? Contact our media experts who can share new findings from the study and discuss the strategic dilemmas facing marketers today.
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Bernard Scheray |
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Martine Philippe |
Real voices. Real-time decisions.
Join Kantar’s experts for a live webinar exploring how Kantar Live blends the richness of qual with the speed and scale of quant to help brands move faster and make smarter decisions.
You’ll also learn how leading brands, including Dove and Heineken, are using Kantar Live to drive clarity, confidence, and impact across their innovation and marketing journeys.
During the webinar, you’ll discover:
- The biggest challenges that insight and marketing teams are tackling today
- Why bringing qual and quant together in real time is transforming decision-making
- A guided demo video of Kantar Live’s key features and benefits
- How brands are using it to unlock faster insights and fuel smarter strategies
Tailored Solutions with Kantar Live
Kantar Live adapts to your needs — whether you're co-creating, optimising innovation, or refining creative ideas. Each approach delivers fast, actionable insights through real-time consumer feedback and expert-led sessions.
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Innovation Concept Co-Creation |
Innovation Concept Optimisation |
Creative Concept Optimisation |
We would love to arrange a demo to show how Kantar Live could support your next project and unlock faster decision-making to grow your brand. Let us know what works for you.
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Eduardo D’Ávila Lins de Faria |
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Isabelle Mérillou |
As marketing takes on a more strategic role in advancing sustainability, CMOs and marketing leaders need clear metrics to track progress and demonstrate impact.
That’s why UN Global Compact and Kantar's Sustainable Transformation Practice have launched together the CMO Blueprint for Sustainable Growth Benchmark Survey. This industry-first global benchmark is designed to help marketers assess their performance against peers, identify gaps, and insights to guide strategies.
We’d love your input. The survey is short (about 3 minutes), fully anonymous, and your responses will help shape the future of sustainable marketing.
As a thank you, you'll receive early access to the results—insight into how marketers globally are navigating this space and what support they need to lead.
By completing the CMO Blueprint Benchmark Survey, you will:
- Benchmark your current performance against peers
- Receive early personalised insights to guide your strategy
- Contribute to the creation of an industry first progress overview
Grow Your Business Value. Grow Your Impact.
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Introducing the CMO Blueprint for Sustainable Growth, a unifying, principles-based framework, designed to guide Chief Marketing Officers and Senior Marketing Leaders in embedding sustainability into their core marketing strategies. This blueprint provides actionable steps, case studies, and essential resources to drive sustainable growth and meaningful impact. |
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Together, we can help build the tools and data needed for marketers to drive growth and real sustainability impact.
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Florence Debret |
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Isabelle Mérillou |
How AI can supercharge the development and delivery of bold new ideas
AI is revolutionising marketing, but what about innovation, a space where human curiosity and creativity have long led the way?
“Intelligent Innovation: How AI can supercharge the development and delivery of bold new ideas” explores how AI is transforming the innovation process, helping you unlock new opportunities and deliver bold innovations , when applied in the right way.
In this new landscape, brands that don’t understand what AI can do for them, or that don’t have the right agents with the right understanding and the right data sets, risk getting left behind. This booklet explores the huge potential that AI has when used in the right way.
Download this thought-provoking booklet to:
- Explore the current innovation landscape and how cutting-edge tech fuels successful innovators today.
- Learn more about the pivotal role AI plays at every stage of innovation and how to make it work for your brand.
- See how innovative brands leverage AI to boost success while understanding how to tackle its challenges head-on.
Kantar is your indispensable brand partner in a world being reimagined by AI
We operate at the intersection of data science, marketing strategy and organisational performance to empower you with the most advanced AI capabilities that deliver growth for your brand and your team. Together we’ll harness the power of AI to shape your brand’s future.
Get in touch and find what you need to navigate in this ever-changing world of AI and discover opportunities to shape your brand future.
I would love to discuss with you the practical guidance on future-proofing your innovation and overcoming AI-related challenges. Get in touch to discover how Kantar can assist you in implementing AI solutions in your business.
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Eduardo D’Ávila Lins de Faria |