Drive incremental growth by finding new spaces. Create Meaningfully Different new products and services with fast, reliable insights.
Build, identify and launch innovations that not only drive new product sales but also build long-term brand equity. Kantar provides a cohesive portfolio of solutions that help brands create Meaningfully Different innovations. Address real consumer tensions through an iterative, agile learn-test-learn approach - amplified by technology and extensive consumer data.
30,000+ innovations tested on Kantar Marketplace Solutions available
In over 60 markets
25% more innovations tested year on year
Our Solutions
Identify new spaces for incremental growth
How can you futureproof your new product pipeline and understand market landscape for whitespace opportunities?
Whether you’re looking to better differentiate your brand or to expand it into new spaces, Kantar Matrix helps you unlock incremental growth by providing actionable insights on unmet needs with high level of granularity.
Key Features
Make decisions confidently
Grounded in Kantar’s proven framework, Matrix provides future shaping insight on opportunities ranging from close-in innovation to adjacent competition and extending to new spaces.
Maximise your budget
Tech-enabled approach to segmentation that provides a more affordable way to uncover underserved emotional and functional needs with rigorous analysis and without sacrificing granularity. Trust your results
Matrix has been continuously improved over three decades, and has been chosen by Fortune 500 brands to successfully activate new product development and other innovation opportunities.
Screen early innovation ideas
Which innovation ideas show the most potential?
Get to market faster with a more confident understanding of which innovation will success, driving Meaningful Difference for your Brand. IdeaEvaluate on Kantar Marketplace helps you identify the ideas that resonate and quickly shortlist winning ideas at scale, so you know which to develop further for your product development journey.
Key Features
Proven framework
Explore consumer response to your ideas with a trusted approach that benefits from both explicit and implicit feedback, using Type 1 Fast Association and Type 2 Cognitive AssociationFast and flexible
Work quickly and iteratively, with results in as few as 6 hours via an easy-to-use dashboard that helps you interpret your findings.
Globally supported
Identify the most crucial insights with support from local Kantar experts who can help guide you forward.
Predict in-market performance
How can you anticipate which early innovation concepts are likely to succeed?Iteratively sense check more concepts quickly without losing granularity, so you can move into in-depth testing with greater confidence. ConceptEvaluate AI provides feedback on more concepts earlier on in the development process, allowing for greater exploration and opening up new growth opportunities.
Key metrics: Predictive Trial, Predictive Uniqueness and Predictive Relevance.
Key Features
Powerful survey AI-based model
Screen up to 100 concepts simultaneously with a powerful AI model trained on survey data from real consumer concept tests.
Fast insight with high accuracy
Get feedback in as little as 24 hours, iteratively sense checking your early concepts with high accuracy close to 90%.Minimise risk for your innovation
The only end-to-end AI based solution on the market, allowing you to make better decisions with confidence without exposing them to consumers at the early stage of your innovation or product development.
Prioritise and optimise the strongest concepts
How can you optimise innovation concepts to best position for success?Accelerate concept development with valuable what appeals to consumers and will drive incremental growth. ConceptEvaluate on Kantar Marketplace provides rapid consumer feedback prioritise and refine innovations to help you build your brand.
Key Features
Trusted approach
Develop winning concepts using a validated approach proven to improve innovation success rates by up to 50%.
Powerful insights at speed
Benefit from the speed of automated concept testing that turns around high-quality, cost-effective learnings in as few as 24 hours through an intuitive dashboard.Flexible servicing
Choose self-serve or get additional service and tap into guidance from Kantar’s global expert network.
Optimise packaging designs to drive brand success
Which package design will resonate most with consumers?Win at point of sale by delivering the desired brand experience through packaging. Get actionable insights using PackEvaluate on Kantar Marketplace to see how the pack helps differentiate your brand. Pack screening and testing solutions help you identify your strongest packaging early and deep dive to finetune designs. Reduce pack development timelines by screening up to 24 packs rapidly and test up to 6 packs in a competitive context.
Key Features
Built for speed
Identify the strongest designs and optimise your existing packs quickly and cost-effectively, so you can get to market faster.
Global reach
Test pack formats across new markets or commerce channels to be sure you move ahead with the strongest designs.Proven outcomes
Understand how your pack will perform in a real-life context.
Create, optimise, and launch superior products
What changes do I need to make prior to new product launch?Go to market with products that meet consumer needs and positively impact your brand. With in-context consumer feedback, ProductEvaluate assesses emotional, functional and sensorial performance so brands can learn from trusted insights to create, optimise and launch superior products.
Key Features
Engaged respondents
Get quality feedback from consumers, with video experiences and user ratings to help maximise your products’ potential.
Close to reality
ProductEvaluate reflects actual consumer experiences, testing products in real contexts with Home Tester Club’s 4 million+ members globally.
Fast and actionable
Get immediate survey results in a live interactive dashboard, and an optional report 24 hours after the final interview.
What influences customers’ purchasing decisions?
Optimise and capture the maximum value for your brand. ChoiceEvaluate helps you understand the perceived value of products and services by quantifying the pricing power of a new or existing offering. Simulating choices on the customer level, ChoiceEvaluate allows you to predict individual switching behaviour.Key Features
Contextual insights
Simulate how product or service changes will impact KPIs in competitive market environments
Expert guidance
Optimise your portfolio, determining the right products and features needed to adapt your offering to changing needs.Structured approach
Predict competitive advantage with what-if scenarios with Kantar’s simulation software providing precise quantified answers.
Client case studies
Inspiration
Brands perceived to be meaningfully different and demonstrate innovative behaviours grow at double the rate of those that are meaningfully different alone. Find out the 6 ways that will help you fuel faster growth through innovation.
Discover three tips to empower your innovation process through AI, whilst not losing sight of the need to deliver meaningfully different brand experiences.
Brands with the strongest experiences are 2.5x more likely to significantly grow their market share compared to those with weaker experiences – and consistent innovation plays a critical role in creating leading experiences (based on a recent Kantar BrandZ CX analysis of 10,000 brands over two years). In this article, we identify the importance of innovation to brand experience, why it’s often ignored and the three ways in which to realize its full potential.
OUTSTANDING INNOVATION Awards 2024
Revealing the most innovative brands worldwide - and how they find New Space.
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Innovation and product development on Kantar Marketplace
Propel business growth with agile consumer feedback solutions built for each stage of the innovation and product development lifecycle.
Find out more