The Blueprint for Brand Growth is a breakthrough in understanding how businesses build profitable, strong and sustainable brands.
Download Kantar’s evidence-based Blueprint book to discover:
- How to shape your marketing strategy using Kantar’s Growth Driver and the three Growth Accelerators
- Which marketing levers make the biggest difference, and when
- How to track and predict the most important metrics
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The evidence-based framework for marketersKantar’s Blueprint for Brand Growth is built on an analysis of 6.5 billion consumer data points, on how people feel and act, collected over the past decade. |
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Free Blueprint digital bookDelve into Kantar’s in-depth analysis and charts and help you bring this evidence to your team |
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Webinar to re-watchIn case you missed it, or want to share with your team. |
Get in touch to start the journey to evaluate your brand performance and to shape your brand future.
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Isabelle Mérillou |
Brand Growth Lessons from 6.5 Billion Consumer Data Points and a Decade of Marketing Insights
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On Tuesday 14 May 2024, we’ll bring you the Blueprint for Brand Growth. Kantar’s evidence-based framework will help you to build strong and profitable brands. The Blueprint defines the future of marketing and offers you a simple and data-driven approach to prioritise your marketing investments and efforts. Join this webinar for the most comprehensive analysis of what really matters for Brand Growth. |
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You'll discover:
- What the Blueprint for Brand Growth is
- What strong brands have in common
- Which activities make the biggest difference
- How and when to use the Blueprint framework
- How to track and predict the most important metrics
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Tuesday, 14 May 2024 |
start at 9:30 CEST (+1 h) / 16:00 CEST (+1 h) |
60 minutes |
After the webinar, let's discuss how our insights can address your brand's challenges.
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Isabelle Mérillou |
Experience the benefits of our versatile solutions
Innovation is much more than new products and services; it is also about experiences or new business models like subscription
Top Tech Brand to Revamp Smartphone App Icon!
ChallengeThe aim was to broaden brand associations with the new icon, beyond the app's core use, while maintaining its recognition as part of the product and brand. |
ApproachUsing IdeaEvaluate with a gamified approach for users to express preferences for various icons via intuitive associations and modular feedback. This stems from the insight that decision-making time indicates belief certainty. |
InsightWhile the new icon compares favorably to our global competitive set, the existing icon excels due to ingrained familiarity. Initial consumer discomfort from an icon change can be mitigated with distinctive assets. |
ImpactThe new icon was rolled out worldwide to better align our product with others from the parent brand. |
Shortlist winning ideas at speed
- Identify the ideas that resonate.
- Fine-tune your ideas so you can get to market faster.
- Make confident decisions about the ideas best fit for your brand.
Grab the IdeaEvaluate one pager
New April release! Discover even more options now.
Screener flexibility
Core survey enhancements
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Ready to innovate differently?
We would love to talk to you about the significance of these insights for your business and we can help you solve some of these innovation challenges.
Meaningfully different brands have a head start with AI
Brand Success and GenAI:
- Brand success relies on authenticity, consistency, and being meaningfully different.
- GenAI aims to create on-brand content, but challenges persist.
- Effective use of Generative AI requires more than algorithmic teaching.
Authenticity in the GenAI Era:
- In the GenAI era, authentic and distinct brand identities matter.
- Machines lack human intuition, cultural understanding and emotional intelligence.
- Brands must have a meaningfully different brand positioning, clarity of purpose and cultural relevance
Distinctive Brand Identities and GenAI:
- Meaningfully different brand identities set companies apart.
- Basic GenAI usage benefits brands by driving on-brand outputs.
- Strong brands capture more volume share, charge higher prices, and grow future value share.
According to Kantar BrandZ 2023, to drive Pricing Power, brands need to be Meaningful and Different. Salience plays less of a role. Meaningfully Different brands are the brands that are prioritised as people try to cut back on their spending.
Consumer Perception and Content Personalization:
- Consumers are less positive about GenAI than marketers.
- Content personalization enhances engagement.
- GenAI streamlines brand voice alignment and allows tailored messaging.
Remember, GenAI’s impact extends beyond algorithms—it’s about creating meaningful connections.
Curious after reading this short summary? Don’t hesitate and read the full article.
Harnesses the power of AI and BrandZ data
In a dynamic landscape, Kantar’s blend of AI, data, and strategic expertise ensures brands can navigate disruption and drive long-term value.
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What does it mean for brands to be salient, meaningful, and different and how can they use the Meaningful Different Salient framework to create value? |
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Kantar Insights offers AI tools for market research, innovation, and consumer insights. From concept exploration to emotion analysis in music, Kantar aids informed decisions. |
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Brands grow by being meaningfully different to more people.
Get in touch to learn more and discover Kantar’s AI solutions and how we can help you with insights augmented by AI.
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Sana Hussain |
Useful and inspiring research insights
The Effie Awards, initially launched in 1968 by the New York American Marketing Association, aimed to recognize and honor the most effective advertising efforts. The award now honors all forms of effective marketing communications and the companies and individuals creating effective work on six continents and over forty countries.
In Belgium, the Effie Awards serve as a platform to acknowledge and celebrate effective marketing campaigns that yield tangible results. These awards commend creativity, strategic thinking, and measurable impact within the Belgian marketing sector.
Kantar Belgium, a key player in data, insights, and consulting, collaborates closely with Effie Belgium. As a research partner, Kantar brings its expertise to enhance the evaluation of campaigns deserving recognition.
In summary, Kantar Belgium’s partnership with Effie Belgium contributes to celebrating effective marketing, fostering industry collaboration, and acknowledging impactful campaigns within the Belgian market.
For more information about the Effie Awards, visit Effie Belgium: www.effiebelgium.be
Five lessons from Effie Europe winners on creating effective advertising.
Creative effectiveness remains a marketer’s greatest tool to ensure their campaigns deliver whatever challenges they face. We and our partner Effie Europe are longstanding champions of creativity that drives real world impact, so we have come together to better understand what sets award winning creative apart. Using Kantar’s scalable effectiveness measurement tool, LINK AI, we have tested 200 assets from the last 2 years Effie Europe winners and extracted killer insights about how they do it.
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Isabelle Mérillou |
Kantar is your indispensable brand partner in a world being reimagined with AI
Kantar Insights provides a range of AI-powered tools and services that cater to various aspects of market research, innovation, and consumer insights. Whether you’re exploring new concepts, analyzing brand perception, or understanding emotions in music, Kantar’s AI offerings can be valuable for informed decision-making.
Shape your brand future with AI insights
Kantar has been developing proprietary technologies that helps us collect data thoughtfully, responsibly and effectively and advanced analytics and AI capabilities that allow us to go faster and further for our clients.
CreativeHow can I test creative effectiveness at scale? |
MediaHow do I optimise marketing investments to increase short and long-term growth? |
InnovationWhich innovation opportunities have the most potential? |
BrandHow do I position my brand/portfolio to create value? |
Don’t Miss Out! Grab Kantar’s AI Credentials now
GENERATIVE AI IN ADOBE PHOTOSHOP
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Creating an AI-enhanced image was one of our goals for the cover. The unique feature of AI-generated imagery is that it can sometimes have a surrealistic quality. In addition to growing and blooming, AI is constantly changing, so with this prompt, we were able to create a plumage of flowers surrounding our subject, transforming it from the original image into a more holistic one that fit within our colour scheme and related to the topic of the presentation. |
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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.
Capture both Passive and Active Attention
Given the significant time people spend on digital and mobile devices, it’s crucial for brands to reach them effectively. However, merely reaching people isn’t sufficient; brands must also establish meaningful connections.
Context Lab – powered with attention data – provides insights into content effectiveness within specific digital contexts—before, during, or after your campaign goes live. You can evaluate paid digital media across various platforms, influencer content, branded material, and native marketing.
Understanding which creative performs best in different contexts allows you to optimize placements, enhance digital campaign performance, and achieve your goals.
Tackling these challenges
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Comparing Brand Impact Across Platforms and Versions
Understand how your brand performs across different platforms and versions. Analyze metrics such as awareness, consideration, affinity & associations to identify areas for improvement. |
Attention-Grabbing Content
Craft content that captures attention. Use compelling visuals, concise messaging, and clear calls-to-action. Test different approaches to see what resonates best with your audience. |
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Creative Strengths of Digital Ads
Evaluate your digital ad creatives. Consider factors like storytelling, uniqueness, and relevance. Leverage data to identify which elements drive the most positive responses. |
Optimizing Placements
Strategically place your ads where they’ll have the greatest impact. Consider user behavior, context, and timing. A/B test different placements to improve effectiveness. |
Why Context Lab?
- Test Across Platforms: Evaluate the same ad in various contexts—YouTube, Facebook, Instagram, Twitter, TikTok, and YOUKU—to ensure optimal performance.
- Compare with Branded or Influencer Content: Understand how your ads stack up against other content types. Does your brand message resonate effectively?
- Attention Metrics: Measure whether people pay attention to your ads. Stronger impact begins with capturing their interest.
- Behavioral Data and Brand Lift: Capture behavioral insights alongside brand impact and creative diagnostics. This holistic approach informs your strategy.
Remember, you can also compare your results against robust normative benchmarks and swiftly set up projects via Kantar Marketplace for rapid insights within 48 hours!
Optimize your digital media now
The ad industry is already adopting attention...
Attention metrics are key for ad pros, with 90% affirming their significance and 65% marking it as crucial in sales and customer journeys. Many plan to invest in this area in the next year. Connect now to begin.
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Martine Philippe |
Attention beyond views for creative effectiveness
Learn 5 tips to make your creative worth paying attention to.
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Great attention measures elevate ads from playback to paybackThere is a fundamental difference between whether an ad is just seen or is actually watched. Watching (Passive attention) does not mean engagement (Active attention). |
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Attention’s role in advertising is heavily influenced by emotionThe platform is another crucial factor when choosing your creative tools, as different contexts demand different content to truly stand out and retain attention. |
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One size does not fit all, and not all attention is created equalThe platform is another crucial factor when choosing your creative tools, as different contexts demand different content to truly stand out and retain attention. |
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Don’t make digital videos longer than they need to beIt’s important to find that sweet spot where your ad can retain attention but also convey your message and deliver the creative objective. |
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Attention is a stepping stone, not the end-goalMeasuring attention for advertising impact becomes more meaningful if it is understood in the light of attitudinal metrics. |
Curious for more after this short brief? Read on and view the full article with more details and examples.
Did you miss our webinar ‘Attention beyond views for creative effectiveness’?
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Learn how brands can capture attention through their creative to enhance advertising effectiveness. |
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To optimise your ads to command attention, you need great attention measures to go beyond viewability. Read the webinar deck to find out how to go beyond views. |
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FMCG Alert With GLP1 – Hype Or Massive Change Ahead?
Learn From USA Market
Food and beverage brands must think beyond today’s GLP-1 drugs and factor coming innovations into their long-range plans.
GLP1 receptor agonists are new drugs that help people lose weight and manage diabetes and other conditions. As nearly 45% of the US population is considered obese, the increased use of anti-obesity medications is having a significant impact on food and drink consumption, ultimately leaving a lasting impact on the packaged food and beverage industries, restaurants, and supermarkets.
Kantar examines how FMCG companies should prepare now that more anti-obesity medications are on the way.
Rapid adoption of GLP-1 medications have the potential to significantly influence consumption patterns and behaviors among consumers.
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ShopperScape Shopping Trends
7% Report using injectable weight-loss drugs like Ozempic in May 2023 Kantar’s take: Usage rates are likely now in double digits which has immediate and long-term impact on food and shopping choices. |
Digital Analytics: Search Trends
+650% Growth in interest on ‘Tirzepatide’ in the context of Weight Management Kantar’s take: Critical points of influence and education happen during search, and digital pharmacies make rapid conversion easy. |
Kantar MONITOR Consumer Trends
+650% Of GLP-1 users feel like they need to update their outward appearance Kantar’s take: From fashion to travel and beyond, consumer habits may be shifting significantly as their scales tip down. |
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Sources: ShopperScape Health and Wellness survey, May 2023; Kantar DX Analytics December 2023; Kantar U.S. MONITOR Q4 2023 |
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Dive deeper into GLP-1 and the potential impactp
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Kantar ShopperScape Weighty issues as more shoppers take weight-loss medications. |
Kantar Retail Sound Bites Listen to the discussion on GLP-1 medications and their influence on the retail landscape. |
Managing the weight Watch the discussion on the implications of these new obesity treatments and their potential impact on consumer behavior. |
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Sources: ShopperScape Health and Wellness survey, May 2023; Kantar DX Analytics December 2023; Kantar U.S. MONITOR Q4 2023 |
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Get the insights you need now to plan for tomorrow
Kantar has developed a comprehensive package of data, analytics and consulting that helps you learn who is using these medications and how their actions might affect your business.
- GLP-1 Syndicated Survey – A four-wave panel study that explores the behaviors and needs of US GLP-1 users and the impact on food & beverage and beyond (Available now)
- Digital Pulse – A search-based analytic of the past 4 years of growth of GLP-1s, related themes and their evolution over the next 12 months. This dynamic analysis uses Google trends to understand the broader relevance of the GLP-1 revolution to the wider US population. (Available now)
- US MONITOR Quick Dives - A comprehensive exploration of the consumer values & attitudes of GLP-1 users and the potential impact on health, body image, impulsivity, beauty and appearance, social media, and more. (Available now)
To build an action plan based on a future perspective of the scenarios, uncertainties and opportunities over the next 12-18 months, you’ll need to get started today.
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Isabelle Mérillou |
AI 2030
Insights in the AI Era of Human+
Benchmarking in a time of AI
With AI now in the mix, insights organisations must ask themselves whether research skills are still relevant; what will AI do better and how AI will enable insights professionals to do better as a result.
Discover learnings from Kantar’s industry-leading research into the future of insights, Insights 2030, or I2030.
AI 2030 and Empathy
Empathy means a deeper, more expansive, more compassionate understanding of the lives, aspirations and motivations of consumers. Not just Big Data, but human data.
For insights teams to strengthen and deepen their sense of empathy, there are three AI 2030-related areas that must be benchmarked and enhanced.
| How well insights professionals manage AI to manage data. | The breadth, sophistication and quality of AI tools and data, and how well integrated everything is with business decision-making. | Training, exercises and processes to build skills, competencies, thinking and ingenuity when managing AI as a creative research assistant. Not just efficiency, but also originality. |
AI 2030 and Provocation
Insights must stir things up. Not to be disruptive, but to kindle better conversations leading to smarter outcomes. AI will enable insights teams to do this at speed and at scale.
AI 2030 points to four AI-related things to benchmark, one for each of the competencies of provocation.
| Focus commercially: How well insights teams think in terms of the business not just research. |
Embrace dynamism: How well insights teams immerse themselves in uncertainties. |
Speak out: How well insights teams plumb the fact base that AI has made available to all. |
Compel action: How well insights teams communicate empathy in ways that provoke actions. |
The House of Insights framework from I2030, with its three critical areas of empathy, provocation and activation, remains relevant in the era of AI. It shows the importance of provocation as the channel by which empathy is activated.
Seize the opportunity to discover more AI-inspired insights. Your transformative journey begins with a single step, contact us today.
Isabelle Mérillou
Managing Director
Kantar Insights Belgium
isabelle.merillou@kantar.com