Description
Kantar is a data, insights, and consulting company that helps brands understand and grow their business through consumer research. It organizes its work into three lines: Signal Intelligence (brand guidance, customer experience research, survey services), Decision Intelligence (creative testing, media effectiveness, innovation and product development), and Strategic Intelligence (brand strategy, sustainability, qualitative research). The company runs large recurring studies, including a brand equity study covering more than 4 million consumers and tens of thousands of brands across 54 markets, and it draws on that history of survey and panel data to power its AI products.
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Kantar's AI suite sits inside its existing solutions rather than as one stand-alone engine. KAiA, the Kantar AI Assistant, answers brand and marketing questions in plain language by pulling from Kantar's own intelligence, a client's marketing data, and sales data. Link AI and LINK+ predict how an ad will perform in market, in Link AI's case in under 15 minutes and without a fresh consumer sample, by having AI video models read visuals, audio, and on-screen text and score them against Kantar's ad-testing database. Trend AI powers daily brand trackers such as BrandDynamics and BrandHealth, filtering short-term noise out of tracking data so brand teams can see real category movement underneath it.
Other tools apply AI and machine learning to narrower jobs: BrandStructures for mapping brand associations worth acting on, BrandDigital for reading search-trend data, ConceptEvaluate AI for screening early product concepts, TrendEvaluate for digital-intent signals, and Worldpanel Simulators for modeling "what if" scenarios from real shopper panel data. LIFT ROI uses a system called Hamilton.AI to produce unified marketing-measurement metrics across channels.
Kantar positions these tools for brand, marketing, and insights teams at large organizations, agencies, and consumer goods, retail, and technology companies, rather than for individual users. It publishes a Responsible AI ethics policy describing how its AI and generative AI components are governed. Kantar does not publish self-serve pricing on its site; access to its solutions runs through direct engagement with its own teams rather than a sign-up flow.
- CategoryMarket Research Tools
- Pricing ModelContact sales
- DeploymentCloud
- PlatformsWeb
Kantar's Core Features
KAiA, the Kantar AI Assistant, answers brand and marketing questions in conversational language using Kantar's own data
Link AI predicts an ad's in-market success in under 15 minutes without needing a consumer sample
LINK+ delivers campaign-specific ad metrics for go/no-go and in-depth guidance decisions
Trend AI filters short-term noise out of daily brand trackers like BrandDynamics and BrandHealth
BrandStructures uses machine learning to identify brand associations worth acting on
BrandDigital analyzes search data to anticipate category trends
ConceptEvaluate AI screens up to 100 early innovation concepts at once and predicts in-market performance
Worldpanel Simulators model "what if" scenarios from real shopper panel data
Kantar BrandZ brand-equity study covers 4.3 million consumers and 21,000 brands across 54 markets
LIFT ROI uses Hamilton.AI for unified marketing-measurement metrics across channels
How to use Kantar?
Explore solutions: browse Signal, Decision, and Strategic Intelligence to find the research area you need
Review the AI suite: check the AI solutions page for tools like KAiA, Link AI, and Trend AI relevant to your question
Contact Kantar: reach out through the site to scope a study, tracker, or subscription
Run a study or tracker: Kantar's team sets it up using its panels and AI models
Get insights: receive results through Kantar's reporting or by asking KAiA directly about your own data
Kantar's Use Cases
- Ad pre-testing
- Brand health tracking
- Concept screening
- Conversational insights
