Kantar Group

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Industry Market Research
Founded 1993 (as the Market Research, Insight and Consultancy division of WPP)
Headquarters London, England, UK
Key people
Eric Salama (CEO)[1]
Products Market Research
Data Investment Management
Parent WPP
Subsidiaries Kantar Added Value
Kantar Futures
Kantar Health
Kantar IMRB
Kantar Media
Kantar Millward Brown
Kantar Public
Kantar Retail
Kantar TNS
Kantar Vermeer
Kantar Worldpanel
Website www.kantar.com

Kantar is the Data Investment Management division of WPP,[2] and one of the world's largest insight, information and consultancy groups. It was founded in 1993 and consists of a network of 12 specialized operating brands, with around 30,000 employees working in 100 countries in various research, insight and consultancy disciplines. Its global headquarters are based in London, UK. Eric Salama is the current Chief Executive Officer.[3] In September 2016, Kantar rebranded its operating brands visual identities and added the Kantar prefix to brand names. Major competitors include GfK, Nielsen, and Ipsos.


Kantar Added Value[edit]

In October 2004, three Kantar companies – Added Value, Icon Brand Navigation and Diagnostic Research – combined under the "Added Value" name.[4] Kantar Added Value focuses on brand marketing, consumer insight, innovation and communications optimization. Core services are setting future direction, identifying market opportunities, strengthening brand equity, innovation, evaluating ideas and optimizing communications.

Kantar Futures[edit]

Kantar Futures offers subscription services and consulting regarding future trends. Formerly known as The Futures Company, Kantar Futures was formed through the integration of The Henley Centre, HeadlightVision, Yankelovich and TRU.[5]

Kantar Health[edit]

Kantar Health, a consultancy and marketing organization serving the pharmaceutical, biotech, diagnostics and devices industries, was formed in 2009 from Consumer Health Sciences, MattsonJack, TNS Healthcare and Ziment. The company has more than 40 offices throughout the Americas, Europe, Asia-Pacific, the Middle East, Africa and India. In 2014, Kantar acquired the control of a Brazilian company (Evidencias) and expanded operations to Brazil and Latin America.[6]

Kantar IMRB[edit]

Kantar IMRB (formerly “IMRB International” and "Indian Market Research Bureau") is a multi-country market research, survey and business consultancy firm established in 1970 that offers a range of syndicated data and customized research services. With over 1200 employees, IMRB is one of the largest providers of market research in India in an industry estimated to be worth a minimum of $187 million. As the oldest extant market research company in India, IMRB has been responsible for establishing the first and only household panel, the first television audience measurement system and the first radio panel in the country and has played a key role in the development of market research in India. IMRB International's specialised areas are consumer markets, industrial marketing, business-to-business marketing, social marketing and rural marketing.

Kantar Media[edit]

Kantar Media offers a range of media insights and audience measurement services through the analysis of print, radio, TV, internet, cinema, mobile, social and outdoor media worldwide. Kantar Media was formed from WPP Group’s acquisition of TNS Media and KMR Group in 2010. Kantar Media became Kantar’s rebranded insight, media evaluation and audience measurement company.[7] In 2014, Kantar Media acquired a majority stake in the issued share capital of Precise Media Group Holdings Limited ("Precise") in a £70m deal.[8] In the same year, Kantar Media acquired IBOPE Media, the main TV audience and ad investment measurement company in Brazil.[9]

Kantar Millward Brown[edit]

Kantar Millward Brown was founded in Warwick, England in 1973 and acquired by WPP Group in 1990. Kantar Millward Brown is a global research agency specialising in advertising, marketing communications, media and brand equity research. Kantar Millward Brown works across a range of industries and categories, and has a number of specialist practices: BPRI Group (a global practice specializing in B2B research), Millward Brown Digital (measuring the impact of digital marketing effectiveness), Firefly Millward Brown (Millward Brown's global qualitative network) and the Neuroscience Practice.

Kantar Public[edit]

Kantar Public works with clients in government, the public sector, global institutions, NGOs and commercial businesses to advise in the delivery of public policy, public services and public communications. It has offices in 12 countries worldwide.

Kantar Retail[edit]

Kantar Retail works with retailers and branded manufacturers to influence the purchase behaviour of consumers, shoppers and retailers. Kantar Retail is headquartered in London and has over 400 employees and offices in 15 markets around the globe.

Kantar TNS[edit]

In 2008, Kantar TNS (Taylor Nelson Sofres) was acquired by WPP and included in Kantar. In February 2009, Kantar merged TNS and Research International.[10] Kantar TNS is present in over 80 countries and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.[citation needed]

Kantar Vermeer[edit]

Kantar Vermeer is a global marketing consultancy focused on purpose-led growth and consumer insight-led marketing strategy, structure and capability.

Kantar Worldpanel[edit]

Kantar Worldpanel runs continuous consumer panels and is a global expert in shoppers’ behaviour.[citation needed] Kantar Worldpanel has over 60 years’ experience, a team of 3,500, and services covering 60 countries directly or through partners. Kantar Worldpanel provides insight on purchase behaviour in markets including FMCG, impulse products, fashion, baby, telecommunications and entertainment.


Lightspeed was founded in 2000 and is headquartered in Warren, New Jersey, United States. The company operates in North America, Europe and Asia. It provides global online market research services, specializing in using the Internet as a data collection platform to provide research through building and maintaining panels subject to quality and representative sampling standards. Specialty panels range across industry sectors such as financial services, health care, business-to-business, automotive, family and more. Lightspeed also provides custom panels to address specific client needs. In 2007, it conducted over 20 million online surveys for clients.


  1. ^ "WPP Annual Report 2013 - Reports from our company leaders - Kantar". WPP. Retrieved 2014-08-14. 
  2. ^ "WPP Annual Report 2013 - Our companies & associates". WPP. Retrieved 2014-08-14. 
  3. ^ "WPP - Our companies - Kantar". WPP. Retrieved 2014-08-14. 
  4. ^ "Angus Porter to head Added Value - WPP". www.wpp.com. Retrieved 2017-04-07. 
  5. ^ "Two leading research consultancies merge to form The Futures Company". WPP. Retrieved 2014-08-19. 
  6. ^ "Kantar Health adquire brasileira Evidências - Saúde Business". Saúde Business (in Portuguese). Retrieved 2017-04-07. 
  7. ^ "Kantar is launching Kantar Media". WPP. Retrieved 2014-08-15. 
  8. ^ "WPP's Kantar buys Precise Media Group in £70m deal". The Telegraph, 10 Jun 2014. Retrieved 2015-03-23. 
  9. ^ "Kantar, do grupo WPP, adquire controle do Ibope Media". Midia e Marketing (in Portuguese). 2014-12-17. Retrieved 2017-04-07. 
  10. ^ "TNS and Research International combine strengths in custom research". WPP. Retrieved 2014-08-15. 

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