Building AI solutions for brand insights requires three key elements: comprehensive data, advanced data science, and deep domain expertise. When these work together, they predict market shifts, link metrics to sales outcomes, and spotlight competitive gaps.
Research shows brands perceived as meaningful and innovative are twice as likely to grow. Yet gaining this advantage requires more than AI algorithms. It needs rich data and proven knowledge of how brands succeed across markets (Kantar BrandZ, 2024).
By fusing Kantar’s extensive datasets, machine learning capabilities, and decades of brand expertise, we create AI tools that go beyond data processing to pinpoint what truly drives brand growth.
The collaboration between brand experts and data scientists powers our AI solutions:
● TrendAI analyses 1.3 billion data points annually and utilises decades of brand measurement expertise, combining advanced analytics with proven research frameworks, to separate genuine market shifts from background noise.
● LINK, the largest global scientifically based normative creative database, trains LINK AI to evaluate advertising effectiveness by drawing on 35 million consumer responses.
● ConceptEvaluate AI taps into our innovation database of 6 million product tests to predict likely market success and trial.
These solutions work together across the marketing lifecycle delivering comprehensive insights for client challenges: TrendAI forecasts market shifts, LINK AI predicts advertising impact, and ConceptEvaluate AI predict market outcomes.
This integration of expertise and data is invaluable for businesses facing analysis challenges. When a leading cereal manufacturer found their teams constrained by slow analysis and manual processes, they turned to KaiA: our AI assistant that combines advanced analytics with natural language capabilities. By adopting KaiA, they transformed their analytical capabilities, highlighting how AI solutions can democratise data access while maintaining analytical rigour.
The implementation now supports 100+ users analysing data across 40 markets for over 30 cereal brands. Commenting on the democratisation of data access, the Global Head of Analytics highlighted that: "Data is often only accessible by trained analysts. [The solution] uses natural language as a way of getting answers on the fly without having to be a skilled analyst."
Importantly, this kind of nuanced insight isn't possible with off-the-shelf AI solutions. It takes advanced AI processing and decades of accumulated brand measurement expertise to create capabilities that competitors can't replicate easily.
While AI processes vast datasets rapidly, the human element offers strategic context to shape actionable recommendations. Brand experts guide parameter selection for AI training and identify which metrics carry the most weight. They validate AI pattern detection to distinguish short-term blips from lasting trends and apply market context that AI alone will miss.
At Kantar, we're investing in our teams to build this blend of skills. Our experts are learning to work alongside AI by defining the right questions, interpreting outputs, and turning raw insights into growth strategies. Our early focus on developing hybrid capabilities means we can help clients extract maximum value from AI-powered research.
Research shows brands perceived as meaningful and innovative are twice as likely to grow. Yet gaining this advantage requires more than AI algorithms. It needs rich data and proven knowledge of how brands succeed across markets (Kantar BrandZ, 2024).
By fusing Kantar’s extensive datasets, machine learning capabilities, and decades of brand expertise, we create AI tools that go beyond data processing to pinpoint what truly drives brand growth.
How Collaboration between Domain Experts and Data Scientists Drives Nuanced Brand Insights
Domain experts in brand insights collaborate with data scientists to build AI solutions that understand brand growth nuances. Together they create AI systems that detect opportunities others miss by combining consumer behaviour patterns, market trends, and performance indicators.The collaboration between brand experts and data scientists powers our AI solutions:
● TrendAI analyses 1.3 billion data points annually and utilises decades of brand measurement expertise, combining advanced analytics with proven research frameworks, to separate genuine market shifts from background noise.
● LINK, the largest global scientifically based normative creative database, trains LINK AI to evaluate advertising effectiveness by drawing on 35 million consumer responses.
● ConceptEvaluate AI taps into our innovation database of 6 million product tests to predict likely market success and trial.
These solutions work together across the marketing lifecycle delivering comprehensive insights for client challenges: TrendAI forecasts market shifts, LINK AI predicts advertising impact, and ConceptEvaluate AI predict market outcomes.
Turning Brand Expertise into AI-Powered Solutions
The success of AI-powered brand insights depends on how well the technology integrates decades of market research knowledge. Our AI solutions go beyond basic metric tracking by applying an expert understanding of brand performance indicators, identifying which combinations of metrics predict future growth and what pattern variations signal genuine market shifts versus temporary changes.This integration of expertise and data is invaluable for businesses facing analysis challenges. When a leading cereal manufacturer found their teams constrained by slow analysis and manual processes, they turned to KaiA: our AI assistant that combines advanced analytics with natural language capabilities. By adopting KaiA, they transformed their analytical capabilities, highlighting how AI solutions can democratise data access while maintaining analytical rigour.
The implementation now supports 100+ users analysing data across 40 markets for over 30 cereal brands. Commenting on the democratisation of data access, the Global Head of Analytics highlighted that: "Data is often only accessible by trained analysts. [The solution] uses natural language as a way of getting answers on the fly without having to be a skilled analyst."
Importantly, this kind of nuanced insight isn't possible with off-the-shelf AI solutions. It takes advanced AI processing and decades of accumulated brand measurement expertise to create capabilities that competitors can't replicate easily.
How Brand Experts and AI Models Are Taking Shape
As AI adoption grows in market research, a new professional profile is taking shape: one that pairs brand knowledge with AI understanding. Organisations need talent that can grasp model behaviour, spot data biases, and translate complex findings into business guidance.While AI processes vast datasets rapidly, the human element offers strategic context to shape actionable recommendations. Brand experts guide parameter selection for AI training and identify which metrics carry the most weight. They validate AI pattern detection to distinguish short-term blips from lasting trends and apply market context that AI alone will miss.
At Kantar, we're investing in our teams to build this blend of skills. Our experts are learning to work alongside AI by defining the right questions, interpreting outputs, and turning raw insights into growth strategies. Our early focus on developing hybrid capabilities means we can help clients extract maximum value from AI-powered research.
