Kantar Marketplace Overview

Kantar Marketplace is an automated market research platform made for insights professionals, marketers, and agencies who want to test, learn and move more quickly. The platform delivers results in hours rather than days thanks to its foundation of industry-leading expertise and tried and true methods.

It includes a scope of consumer insights tools including both survey and AI-based research solutions. You have complete control over your view thanks to the platform’s best-in-class analytics dashboards, which make it simple to interpret results. 

Also, the platform automates data collection and analysis by using natural language processing and machine learning. This automation helps businesses benefit from real-time, large-scale insights at a lesser cost, compared to traditional market research. 

Businesses of all sizes and across a variety of sectors can use Kantar Marketplace. It lets you access the most recent consumer insights and market research and analyze this data in a way that makes sense for your business. This is useful for businesses looking to stay on top and ahead of competition. 

Because the platform is designed to adapt to your requirements, you can select from self-service, guided self-service, and expert service options to receive the appropriate level of assistance for each project. The platform is present in more than seventy markets worldwide.

It is certain that Kantar Marketplace will continue to grow as more products and customers join the platform. This is due to the rise in client users and the frequency with which clients use it to fulfill their research requirements.

Key Facts

Founding Year: Kantar Marketplace started in 2019 while Kantar was founded in 2008

Headquarters: London, United Kingdom 

Company Type: Private Company

Industry Type: Business Consulting 

Workforce Strength: As of 2022, it has 201-500 employees

Website: https://www.kantar.com 

Kantar Marketplace History

The history of Kantar Marketplace shows one of innovation, expansion, and development. Looking back, the parent company was founded in London, United Kingdom in the early 2000s. And since its founding, the platform has taken its spot among the leading companies in the market research and consulting industry. 

At first, the platform was an online tool that allowed users access to a wide range of data. You could get any data on media consumption whether print, online, tv, or radio ratings. The simple goal of the platform was to make it easier to acquire and utilize high-quality audience data across different media means.

The platform has progressed over time to fit new features and functions to make it even more powerful and user-friendly. Kantar Marketplace continues to invest in the platform to keep it at the forefront of the market research industry.

The platform has in recent years raised its abilities to make it more flexible and easier for customers to get different kinds of data from a variety of sources. They include; social media data, web analytics data, mobile data, and many more. Also, with the rising popularity of machine learning and advanced analytics, clients can generate meaningful insights from their data using the platform.

In 2021, approximately 1000 creative and innovative assets were put through testing on Kantar Marketplace per month. It also served more than five hundred clients like Coca-Cola, Mastercard, Samsung, and many more. The parent company, Kantar recorded a revenue of $3.28 billion that same year.

In summary, Kantar Marketplace has come a long way since its beginning in mid-2019. From a tool that allowed people to access data on media consumption. It is now a useful market research platform that gives businesses the data and insights they need to make changing decisions that bring success.

Kantar Marketplace Services

Ad testing and development 

With this service, businesses can quickly test the advertising of their competitors using powerful artificial intelligence. You can get feedback on untested creative, like promotional ads, ads for short runs, and secondary campaign assets.

You can determine whether your creative ads will achieve your goals. Additonally, you can quickly determine whether your advertisement is ready to build your brand, engage people, and increase sales. Kantar Marketplace will help you understand the strengths and weaknesses of your ads and how you can improve them. 

Innovation and product development 

Innovation is the creation of products, processes, and concepts that are efficient. It could be as simple as putting new ideas into action, making services better, or making dynamic products for a business. It can be a driving force behind your company’s expansion and assist you in adapting to the market.

You can confidently innovate with the help of Kantar Marketplace. It has solutions that are available internationally, and expert support to help you through the entire innovation lifecycle.

With this service, you can find the best ideas based on feedback from customers and decide which ones to take to implement. Additionally, you can ensure that your packaging will stand out on the shelf by quickly evaluating it to ensure that it meets brand expectations and appeals to customers.

Media planning and effectiveness

As a result of their existence in a dynamic environment that alters the market, social, and economic contexts in which they operate, businesses face many challenges. As a result, strategic media planning is an essential tool for presenting your company’s brand, identity, and image to potential customers.

This service allows you to know which campaign elements work best for your brand in various media contexts. You can get the best out of your budget with this service. 

The wide publisher partnership of Kantar Marketplace means you can test the most common paid digital ads formats like Facebook, Instagram, Twitter, and Tiktok. 

Brand insights 

Customers’ actions, commitment, and contentment are important to businesses. An organization can better understand how to meet the needs of its customers and market to them by being able to observe and analyze consumer habits.

Some businesses have successfully promoted their brands to the point where the brand name has replaced the general name. There are plenty of advantages to having good branding, and it is essential to your company’s success.

Having a well-known brand makes it easier to introduce new products and brings in new customers. It also helps your company become more cohesive. All of these are achievable with Kantar Marketplace. 

Pros and Cons

The advantages and disadvantages of Kantar Marketplace include;

Pros

• With Kantar Marketplace your business moves fast.
• You can advertise with impact.
• You have a list of proven methods to choose from Kantar Marketplace and grow your business. 
• With Kantar Marketplace, you are in charge of data and you can access them whenever you want to. 
• The company is reliable. 
• Brands that use Kantar Marketplace have more confidence in their ability to make decisions because the insights it provides are not only quick but also linked to important business outcomes.

Cons

• The platform is limiting and hard to deeply understand,
• The services of Kantar Marketplace are not cheap. 
• The source of information could be based. 
• It is a high-risk way to make business decisions. 

Conclusion

For businesses looking to access high-quality market research and insights, Kantar Marketplace is extremely useful. It helps businesses make informed decisions dependent on reliable data and insights by providing a platform that is convenient and simple to use for discovering and purchasing research from a wide range of providers.

Freqently Asked Questions