Kantar Group
| Company type | Private |
|---|---|
| Industry | Market research |
| Founded | 1992 |
| Headquarters | London , United Kingdom |
Area served | Worldwide |
Key people | Chris Jansen (CEO), Adam Crozier (Chairman), Ian Griffiths (CFO) |
Number of employees | 30000 |
| Parent | Bain Capital Private Equity (majority owner) |
| Website | www |
Kantar Group Ltd. is a globally recognized market research firm headquartered in London, established in 1992. The company employs approximately 30,000 professionals across more than 90 countries. Its expertise encompasses brand consultancy, brand development, monitoring of social media, evaluation of advertising impact, analysis of consumer and shopper habits, design strategy, and public sentiment research.
In July 2019, Bain Capital Private Equity acquired a majority interest in Kantar by purchasing a 60% share from WPP for $3.1 billion, which placed the company's valuation at $4 billion.
Leadership
On 24 October 2018, WPP gave the green light to divest Kantar Group. By December 2019, Eric Salama, who had served as CEO for an extended period, resigned from his position. Ian Griffiths, formerly Chief Financial Officer and Chief Operating Officer at ITV, joined Kantar as CFO in January 2020, while Adam Crozier was named chairman.
Alexis Nasard was appointed CEO in October 2020 and assumed the role in December but stepped down in April 2021. Chris Jansen took over as CEO starting November 2021.
Operations
Kantar maintains a presence in 90 countries including key markets such as the UK & Ireland, North America, India, Spain, France, Italy, China, and Brazil. Its main headquarters are situated in London. In April 2019, Kantar unified its historic brands—like Kantar TNS, Kantar Millward Brown, Kantar Media, and Kantar Worldpanel—under one consolidated brand name.
Kantar Insights
By the year 2019, Kantar integrated the operations of IMRB, Millward Brown, and TNS. Its parent company WPP combined its media and advertising business GroupM with Kantar to establish a global Insights division. This restructuring effort reduced the number of sub-brands from eighteen to nine by that year.
Kantar Media
Specializing in monitoring print, radio, television, online platforms, cinema, mobile channels, social media, and outdoor advertising media, Kantar Media was created after WPP acquired TNS Media and KMR Group in 2010. In 2014, it purchased a controlling interest in Precise Media Group for £70 million and also acquired IBOPE Media—the foremost TV audience measurement and advertising investment company in Brazil. Kantar Media operates through subsidiaries such as Kantar Media North America that function as independent legal entities.
In January 2022, Symphony Technology Group bought Kantar Reputation Intelligence—a unit focused on media monitoring and analytics; this entity now operates under the name Onclusive following the merger.
October 2022 saw the launch of a combined Creative & Media Solutions division at Kantar with Steven Silvers appointed as its head.
In June 2023, Kantar divested its Media Healthcare Research (KMHR) segment to M3 Global Research.
Kantar Profiles
Originally founded as Lightspeed in 2000 and headquartered in Warren, New Jersey, Kantar Profiles delivers online market research services by leveraging internet-based data gathering and panel management with rigorous quality controls to ensure representative sampling. Their specialized panels cover industries such as financial services, health care, business-to-business, and automotive, alongside bespoke panels designed for specific client requirements. In 2007 alone, they completed over 20 million online surveys.
In 2019, Kantar merged its worldwide panels into what is now known as the Kantar Profiles Network. As part of the divestiture of its Health-related assets to M3 Global Research in 2023, the company sold off the Kantar Profiles – Health division.
Kantar IMRB
Originally known as "IMRB International" and the "Indian Market Research Bureau," Kantar IMRB was founded in 1970 as a multinational market research and consultancy organization providing both syndicated and bespoke research services. Employing more than 1,200 professionals, it ranks among the largest market research firms in India within an industry valued at over $187 million. IMRB was a pioneer in establishing India's inaugural household panel, television audience measurement system, and radio panel. Its expertise covers a broad spectrum including consumer markets, industrial marketing, business-to-business marketing, social initiatives, and rural market research.
Kantar Millward Brown
Established in 1973 in Leamington Spa, England, Millward Brown became part of WPP in 1990 and expanded its capabilities by acquiring the strategic marketing consultancy MaPS in 2004. By 2015, MaPS specialists were fully integrated into Millward Brown Analytics. Currently operating under Kantar's Insights Division, Kantar Millward Brown focuses on research related to advertising, marketing communications, media, and brand equity across multiple industries with various specialized practices.
Kantar TNS
WPP acquired Taylor Nelson Sofres (TNS) in 2008 and incorporated it into Kantar. In early 2009, Kantar combined TNS with Research International, consolidating their custom research services to enhance their market offering.
Kantar Added Value
In October 2004, three Kantar entities—Added Value, Icon Brand Navigation, and Diagnostic Research—merged under the unified "Added Value" brand. This division concentrated on brand marketing, consumer insights, innovation management, and optimizing communications strategies.
Kantar Futures
Kantar Futures delivered subscription-based services and consulting focused on forecasting future trends. It originated from the amalgamation of The Henley Centre, HeadlightVision, Yankelovich, and TRU under the former name The Futures Company.
Kantar Vermeer
In 2014, Millward Brown acquired EffectiveBrands Holding B.V., a marketing strategy consultancy headquartered in Amsterdam. This acquisition was merged with Millward Brown Optimor to form Millward Brown Vermeer.
Kantar Health
The life sciences analytics and data division of Kantar, known as Kantar Health, was purchased by Cerner in early 2021 and subsequently rebranded as Cerner Enviza. This unit specializes in delivering tailored research and analytics to the healthcare sector.
Kantar Public
Kantar Public provided advisory services to governments, NGOs, and nonprofit organizations on public policy implementation and communication strategies. In May 2022, this segment was sold to the private equity firm Trilantic Europe. Starting November 2023, the business globally adopted the new name Verian.
Worldpanel by Numerator
Kantar Worldpanel, formerly TNS Worldpanel, operates ongoing consumer panels focused on shopper behavior analysis while offering consultancy driven by insights for marketing and business planning. In January 2025, Numerator—a North American data technology company—merged with Kantar’s Worldpanel division to establish a global consumer data enterprise led by Numerator CEO Eric Belcher.
Acquisitions
The British Market Research Bureau Limited (BMRB), founded in 1933, was acquired by Kantar in 2009 and later merged into Kantar Public in 2016. Its Target Group Index (TGI) was incorporated into Kantar Media that same year.
In December 2019, through acquiring WPPAUNZ’s Data Investment Management division, Kantar took ownership of Colmar Brunton Australia. By February 2020, Colmar Brunton Australia was fully absorbed and the brand phased out. The following year saw the acquisition of Colmar Brunton’s New Zealand parent company.
Kantar finalized a $1.5 billion purchase of Numerator from Vista Equity Partners in July 2021 to bolster its Worldpanel and Advertising Intelligence operations across the United States and Canada.
January 2022 marked the acquisition of MindIT—a specialist in AI and machine learning spun off from the University of Bologna. In April 2022, Copenhagen-based marketing measurement firm Blackwood Seven was added to expand AI-driven capabilities.
Subsequently, May 2022 brought the acquisition of Qmee while August saw StepUp RGM join to enhance XTEL revenue management solutions.
In January 2023, Kantar strengthened its Worldpanel footprint in the Nordic region through acquiring Kauza.
Vivvix
In January 2023, Kantar Group launched Vivvix by combining the advertising intelligence divisions of both Kantar and Numerator, naming former Nielsen Chief Revenue Officer Andrew Feigenson as its CEO. Later, in November 2023, Vivvix was purchased by MediaRadar, a company specializing in ad sales intelligence and led by CEO Todd Krizelman.