Kantar
Kantar is a global data, insights, and consulting company that provides market research, consumer behavior analysis, and brand performance measurement services to enterprises, governments, and organizations. It combines survey research, digital analytics, and proprietary panels to help clients with marketing strategy, media planning, product development, and customer experience. Kantar generates revenue through subscription-based data products, syndicated research, and custom consulting engagements across multiple industries worldwide.
- Business Intelligence & Dashboards
- Marketing Analytics & Attribution
- Digital & Marketing Agency Services
- Revenue
- $3.5B
- Employees
- 28,000
- Founded
- 1993
- Headquarters
- Londonderry County Borough, United Kingdom
What 118 Arbolus experts think of Kantar
NPS scores cluster in the 7–10 range, indicating generally positive sentiment, especially among high-budget, globally focused customers. Most high spenders and longstanding users intend to renew, driven by data quality, reliability, and global coverage. Stickiness is high for core FMCG and retail clients, with some churn signals among influencers with lower or variable spend. Key positive themes include research credibility, actionable insights, and trusted industry standing. Main friction points are high cost, lengthy turnaround, and complexity for basic or niche needs.Overall Customer Sentiment: Positive
Who reviewed Kantar
- C-Suite 61% (72)
- Director 28% (33)
- Manager 10% (12)
Employer names and spend open in the full report, along with the other 115 customers.
Everything 118 customers told us about Kantar.
Employer names, spend, renewal intent and every written answer behind the numbers on this page.
Sentiment
27 Net Promoter Score, from 117 scored reviews- Promoters 48
- Passives 53
- Detractors 16
Cumulative NPS by month
+0 over 6 months- May 8
- Jun 8
- Jul 8
- Aug 8
- Sep 8
- Oct 8
Net Promoter Score across 5 reviews, accumulated up to each month. Category median 27 across 5 companies.
Praised
- Benchmarking and Actionable Insights
- Trusted Global Data and Research
- Quality of Research for Strategic Decisions
- Agility for Local/Tactical Needs
Criticised
- Slow Turnaround for Agile Needs
- High Cost versus Alternatives
- Complex Data to Action
- Emerging AI Competitors
What customers say
Renewal intent
Plan to renew 57%Plan to renew, by seniority
- 56% 41 answers
- 68% 19 answers
- 0% 2 answers
- 0% 1 answer
- 8.2/10 Average score from customers who will renew
- 7.3/10 Average score from undecided customers
- 5.8/10 Average score from customers not renewing
Top alternatives
Most weighed by Kantar customers
Report
More in Data & Analytics and Marketing & Advertising
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