Data Provider / Broker · Publisher & Media Owner · vs · Publisher & Media Owner
Kantar vs Pew Research Center
Structured technology and market comparison · 2026
Direct Feature Comparison
Kantar · vs · Pew Research CenterMarket research and media measurement provider for enterprise marketers.
Nonprofit publisher of public opinion and demographic research.
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Comparison Analysis
What is the main difference between Kantar and Pew Research Center?
When comparing Kantar and Pew Research Center, both platforms operate within the Publisher & Media Owner ecosystem. Kantar is positioned as Market research and media measurement provider for enterprise marketers, whereas Pew Research Center focuses on Nonprofit publisher of public opinion and demographic research. Decision-makers evaluate both solutions when orchestrating their commercial monetization and technology stack.
What are the top alternatives to Kantar and Pew Research Center?
When evaluating Kantar and Pew Research Center, enterprise buyers also consider other platforms in Publisher & Media Owner. You can discover the full competitive landscape and evaluate other alternatives by viewing their respective footprint profiles on Polaris7.
How do the corporate scale, structure, and headquarters of Kantar and Pew Research Center compare?
Kantar is headquartered in GB (founded in 1994) with 201–500 employees. Pew Research Center is based in US (founded in 2004) with 50–200 employees. Complete ownership, subsidiary trees, and corporate affiliations are documented across Polaris7.
Market Signals
Recent Market Signals & Activity: Kantar vs Pew Research Center
Documented market movements, strategic partnerships, product releases, and regulatory developments mapped across Polaris7.
Kantar
Recent Signals
- ·VideoWeekCommerce & Retail Media
Inside YouTube's Shoppability Push and Creator Commerce Strategy
In an interview with VideoWeek, Sophie Neary, Google's Managing Director for Retail and FMCG, detailed YouTube's shoppable commerce push. She highlighted the scale of shopping content on the platform, with over 40 billion views globally last year. The YouTube Shopping Affiliate Programme, launched in the UK, lets creators earn commission on products tagged in their organic videos, and has expanded to include Amazon joining in the US. The programme runs across screens including connected TV, where Google saw over a billion conversions in the last year. YouTube also introduced a 'Creator Partnership Boost' product, allowing retailers to co-fund and boost organic creator content. Neary emphasized the trust creators have with audiences, citing Kantar research from the UK, and the positive halo effect of combining brand and creator assets in Demand Gen campaigns, which drove over 15% more conversions.
- YouTube Shopping Affiliate Programme launched in the UK and expanded to the US, with Amazon joining.
- 40 billion views of shopping content were watched on YouTube globally last year.
- Google saw over 1 billion conversions from Connected TV ads in the past year.
- ·Modern RetailRetail Media
Target bets on TikTok brand Mellow Sleep to revive home sales
Target is revamping its home category by partnering with social-media-driven brands as part of its multi-year turnaround strategy. Mellow Sleep, a TikTok-famous brand launched in 2025, generated $130 million in its first year and over $300 million in its second. Its products will debut in 550 Target stores starting October 18, with a nationwide rollout by year's end. Target also reintroduced Simply Shabby Chic, launched a collaboration with Annie Meyers-Shyer, and cut private-label bedding prices by 15%. These efforts aim to reverse a three-year decline in home sales, which fell by $1.09 billion (6.5%) in fiscal 2025. Industry experts, including Kantar's Barry Thomas, emphasize the importance of maintaining brand presence in AI and social media results to influence consumer decisions.
- Mellow Sleep will be available in 550 Target stores starting October 18, with nationwide expansion by year's end.
- Mellow Sleep generated $130 million in revenue in its first year and over $300 million in its second.
- Target's home sales dropped by $1.09 billion (6.5%) in fiscal year 2025, the third consecutive year of declines.
- ·https://martech.org/feed/Measurement
Brand Measurement Needs a New Source of Truth
The article argues that traditional brand measurement, relying on surveys and panels from firms like Kantar, Ipsos, and NielsenIQ, suffers from information loss and unreliable human responses. It proposes augmenting these metrics with real-world behavioral signals, such as consumer search data, social media sentiment, e-commerce interactions, and even AI discovery responses. The author describes a model that uses AI to analyze unstructured data in real time, providing mental availability, perception, and commercial power metrics. An example client campaign shows how these augmented metrics provide near-real-time feedback, making brand budgets defensible sooner. The article concludes that brand measurement should move towards a multisource approach, integrating both traditional surveys and new AI-driven signals.
- Article published on MARTECH on October 8, 2026.
- Traditional brand measurement relies on firms like Kantar, Ipsos, and NielsenIQ using surveys.
- The article proposes augmenting brand metrics with AI-driven behavioral signals, such as search data, social sentiment, and e-commerce interactions.
Pew Research Center
Recent Signals
- ·MeediaSocial Media
Global Social Media Skepticism Grows, Pew Finds
A Pew Research Center survey across 37 countries reveals growing skepticism about social media's impact on democracy. While 55% on average still view social media positively, the share of those seeing negative effects has risen in most countries with comparable data from 2022 or 2023. Skepticism is particularly pronounced in wealthy Western nations: 70% in the Netherlands, 65% in France, 64% in the US, and 61% in Germany now view social media as harmful to democracy. The survey also examined perceptions of political polarization, finding that in several countries, including Germany, concerns about social media exacerbating division have reached US-like levels. Facebook remains the most-used platform, followed by Instagram, TikTok, X, and Snapchat. The international survey involved 42,151 respondents across 36 countries, with additional US data from about 9,000 respondents.
- Pew Research Center surveyed 37 countries on social media's impact on democracy.
- On average, 55% see social media as positive for democracy, 35% as negative.
- Skepticism is highest in the Netherlands (70%), France (65%), USA (64%), and Germany (61%).
- ·https://martech.org/feed/Analytics
Marketing 'Nones': Tackling the Growing Direct/None Attribution Blind Spot
This article discusses the growing 'direct/none' category in web analytics, which represents visitors arriving without provenance data. It draws a parallel to the Pew Research 'Religious Nones' study, where 28% of Americans now claim no religious affiliation. The author argues that the direct/none group is not homogeneous but comprises distinct subtypes: Refusers (those who actively block tracking), Delegators (users of AI agents or aggregators), Defaulters (those affected by browser privacy defaults), and Typers (users who directly type URLs). Ignoring this category, which can represent a significant share of traffic, risks losing marketing opportunities. The article recommends marketers analyze their residual categories, identify the subtypes, and use additional attribution methods like MMM to understand and reach these users.
- Pew Research's 2024 report found that 28% of Americans now identify as religious 'nones', up from 16% in 2007.
- Only 17% of religious 'nones' are true atheists, while 69% believe in God or a higher power.
- The direct/none analytics category includes users who arrive without provenance data, often due to privacy settings or AI agents.
- ·DigidayAwards & Recognition
ShopMy, Google, WordPress Among Digiday Technology Awards Finalists
The Digiday Technology Awards has announced its 2026 finalists, showcasing the industry's focus on AI-ready infrastructure, first-party data, privacy, and operational efficiency. Notable finalists include WordPress VIP for Best CMS, recognized for its partnership with Pew Research Center to make content AI-discoverable, and ShopMy for Best E-Commerce Technology, highlighting creator-led commerce. Google is a finalist for Best Sell-Side Programmatic Platform for its work with The Guardian on privacy-compliant monetization. The awards feature numerous categories covering AI, programmatic, data, and more, reflecting a shift from adaptation to reinvention in digital media and commerce.
- Digiday Technology Awards 2026 finalists announced.
- WordPress VIP and Pew Research Center partnership for AI-readable CMS.
- ShopMy nominated for Best E-Commerce Technology.
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