Kantar

Kantar operates a hybrid data-and-services model. It builds and maintains proprietary research assets such as consumer panels, audience measurement systems, brand databases, and advertising intelligence datasets, then monetises them through syndicated subscriptions, licensed access, and project delivery. Alongside these data assets, it offers software-led self-serve research workflows and higher-touch consulting and analytics engagements that help clients test creative, measure campaign effectiveness, benchmark brands, and optimise media investment.

Kantar is a private UK-headquartered market research, audience measurement, and marketing analytics company. It sells data, measurement, benchmarking, and advisory services to brands, agencies, media owners, broadcasters, and corporate strategy teams. Its portfolio includes self-serve research software, syndicated brand and consumer datasets, cross-media audience measurement, advertising intelligence, creative testing, and consulting services.

The company generates revenue through a mix of software subscriptions, pay-as-you-go research usage, data licensing, and bespoke managed-service or consulting contracts. Its value proposition is based on proprietary consumer panels, longitudinal brand databases, media monitoring capabilities, and the ability to combine research data with decision support for enterprise marketing and media investment.