Kantar, the world’s leading data-driven analytics and brand consulting company, announced a milestone in its transformation journey on November 3. Cumulative revenues for Kantar Marketplace, its market research platform, have reached $100 million after just two and a half years of operation.
Launched in mid-2019, Kantar Marketplace offers insights professionals, marketers and agencies the ability to build meaningfully different brands with speed and agility. Built on a foundation of Kantar’s industry-leading expertise and proven methodologies, it delivers decision-quality insights in as little as a few hours. The automated platform features a range of consumer insights solutions that accelerate business decision-making, whether brands are getting feedback on an idea, developing a new product or launching a campaign.
In 2021 YTD* Kantar Marketplace is:
• Testing approximately 1000 creative and innovation assets per month, up 250% compared with 2020 YTD.
• Serving more than 500 client organisations, an increase of 150% on 2020, including Coca-Cola, Diageo, Johnson & Johnson, Mastercard, Samsung, Reckitt, Vodafone and many more.
• Available in 65 markets globally.
The newest solution suite on Kantar Marketplace is designed to support the innovation and product development lifecycle, with tools to help clients identify the best ideas, test and optimise concepts, and get to market quickly with packaging design testing. This builds on the creative effectiveness, media optimisation and brand insights solutions available on the platform.
At the heart of all Kantar Marketplace solutions is Kantar’s Meaningfully Different framework, giving clients a reliable way to understand whether their marketing is likely to drive sales and brand equity. Insights delivered by Kantar Marketplace are not only fast, but are also tied to key business outcomes, providing greater decision-making confidence for the brands that use it.
Commenting on the achievement, Will Galgey, Managing Director, Kantar Marketplace, said: “This is a fantastic milestone for Kantar Marketplace. The context that our clients’ businesses operate in is evolving rapidly, and they expect high quality insights faster than ever before. To have achieved $100m in sales just 30 months from launch is a ringing endorsement of the platform and our team. The growth in client users, as well as the increasing frequency with which clients turn to the platform to address their research needs, gives us great confidence that Kantar Marketplace will only go from strength to strength as more products and clients come onboard.”
Sirius Wang, Chief Product Officer & Head of Marketplace Greater China, added: “The revenue of Marketplace in Greater China in the past three years has been experiencing an exponential increase, with more brands in China using this platform to meet their needs of speed and agility for generating content and iterating new products. To better serve China market, we have also developed and launched official Chinese website of Kantar Marketplace. With more localized solutions and local clients, we could see a booming of Kantar Marketplace’s business in China market in the future.”
*By 30 September 2021