Illuminating the moments that matter

Understanding and influencing human behaviour has never been easy for brands.

Our ‘Open Thinking’ approach means we think flexibly about your business issues, and work with multiple sources of data to address them. It’s about curiosity and co-creation, and combining empathy with science to bring you the full picture.

We provide unmatched access to insight about people’s lives, relationships with brands and cultural contexts in over 80 countries. Whether your question is about brand strategy, innovation, creative development, commerce or customer experience, we promise to surprise you and push your thinking further with our answers.


Our areas of specialism:

Shaping real human behaviour to drive brand performance

The journey from a brand’s strategic intent to in-market performance can be a bumpy ride, often due to the fundamental unpredictability of human behaviour: what people think, feel and say, does not link very well with what they do. We employ a variety of behaviour-centric approaches to unveil how real category behaviour is shaped by psychological, social and cultural influences.



Winning the brand share battle

ConversionModel provides detailed insights into category dynamics and spending patterns, pinpointing opportunities to attract new consumers, build brand desire and market presence.

Decoding customer relationships

relationship TRI*M helps you create stronger customer loyalty by unlocking the unique code that lies at the heart of every successful customer relationship.

Our multi-method behaviour-focused approches – our tools

Shaping real human behaviour to drive brand performance.

Combining rigour and creativity to inspire high-potential growth ideas

Innovations are rooted in understanding and resolving moments of tension in people’s lives. This requires a process that combines sensitive understanding of consumer realities with a creative exploration of possibilities. Our best-in-class innovation processes and proven creative ideation principles combine discipline and rigour to help you identify those seemingly ordinary moments that hold great potential for your brand.

Our proven innovation and ideation process

Combining rigour and creativity to inspire high potential growth ideas.

From insights to winning concepts in seven days

Seven is an intensive and integrated early-stage innovation approach that delivers sharply defined, validated concepts in just seven working days – a process which typically takes several months.

Co-create new campaign or product ideas embedded in real-life moments

ThinkTank is a simple, yet powerful approach to online communities that allows you to get a quick and intelligent point of view from the ground on the burning issues facing your brand.

Inspire ‘what if’ moments to create breakthrough concepts

SuperGroup is a co-creation workshop which brings your team together with creative consumers and inspiring experts to generate powerful ideas and exciting concepts.

Optimise concepts to perfectly meet the needs of a moment

SuperClinic is our concept refinement tool that uses real-time feedback from creative and mainstream consumers to transform promising concepts into sharpened propositions.

Our technology enabled research

Engaging with consumers anywhere, anytime, anyhow.

Partnering with some of the world’s best qualitative practitioners

Our qualitative researchers have diverse backgrounds, specialisms and passions – ranging from psychology to cultural anthropology, behavioural economics, linguistics, semiotics, philosophy, as well as brands and marketing expertise. By choosing to partner with Kantar, you will work with leading industry thinkers who are widely published and acknowledged for their transformative, award-winning contributions to qualitative research.

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