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Discover the power moves that will help you build resilient Brands in 2025 and beyond. We know from our recent study that emotional connections can elevate your brand and command a price premium. However, only 15% of brands get it right....
Sustainable Brand Growth conference Only a few brands have successfully earned consumer trust when it comes to sustainability, and yet more and more people are looking for action from businesses. This is a space where marketers need to...
Be ready for the next festive season 56% of respondents mention they look forward to watching Christmas advertisements As we bid farewell to the festive season, let's take a moment to celebrate the best Christmas ads of 2024 from Belgium....
Discover mission-critical strategies to reclaim your advertising power in the AI marketing revolution. The advertising world is on the brink of a monumental shift, with AI projected to generate up to 90% of online content this year. This...
Harness predictive insights to reveal trends, uncover hidden consumer motives, and ignite innovation across industries In today's data-driven world, staying ahead is crucial. Traditional survey and sales data have limitations, so brands...
How can marketing evolve to support a sustainable future? For marketing to be compatible with a sustainable future, we must leverage our creativity and storytelling power to help take consumers and our internal functional counterparts on...
LaunchEvaluate available for Belgium Get feedback on your product launches in 2025 Understand the “why” behind your launch performance As we step into the promising new year of 2025, we are thrilled to announce the launch of our latest...
We hope you had a wonderful Christmas! As we continue to celebrate the festive season, we wanted to share some delightful insights from Kantar's review of the best Christmas ads in the UK for 2024. For over a decade, Kantar has been...
How brands can connect with Gen Z As Gen Z (currently 12–28-year-olds) come of age, so does their influence and their spending power. Gen Z held $984 billion in spending power in 2023 and will be 27% of the workforce by 2025. Marketers need...
Connecting with men: How brands can decode modern masculinity Men today face their own identity challenges as they navigate changing societal expectations and grapple with outdated stereotypes. There is a crisis of masculinity, especially...
Kantar Insights unveils its Advent Calendar. As 2024 comes to a close, we are excited to share the key consumer insights that have emerged at Kantar Insights throughout the year. To help you explore these insights, we have created a special...
A Belgian Benchmark for Customer Experience Didn’t catch the live event hosted by Kantar and UBA? No worries! Dive now into all the exciting insights and results from the event. Don’t miss out on what everyone is talking about! The first...
Discover 3 unique webinar’s Get ready to supercharge your 2025 campaigns. Kantar’s extensive expertise spans across different areas including brand strategy, customer experience (CX) and qualitative creative research, enabling us to address...
Revealed! The top 10 trends for your 2025 marketing strategy Kantar’s Marketing Trends 2025 showcases the power of Kantar. It combines insights from across Kantar to give you holistic guidance for your brand growth journey. In this...
You’re invited: Build Difference in 2025 CMO and marketers are constantly seeking new ways to building Difference. So, how can you identify gaps to attract more people? Which choices can help increase your brand’s sales and Demand Power, as...
Download the free guide to help you navigate your media decisions Moving at the speed of culture The fifth edition of Media Reactions is based on opinions from around 18,000 consumers in 27 markets and around 1,000 senior marketers around...
Effie winners are outstanding performers Discover how they stand out by leveraging creative excellence Creative effectiveness is key to successful campaigns. We, alongside Effie Belgium, champion impactful creativity. Together, we explore...
Unlock the Future of Insights Get ready to explore how AI can transform your marketing strategies and drive brand success at Kantar’s first AI Innovators Summit. Together with visionaries from some of the world’s most successful...
BrandZ Belgium Report 2024 The Kantar BrandZ Belgium study includes the opinions of over 7200 Belgian consumers. The ability of any brand to power business growth relies on how it is perceived by customers. Grounded in consumer opinion,...
Useful and inspiring research insights Creative effectiveness remains a marketer’s greatest tool to ensure their campaigns succeed, regardless of challenges. We and our partner Effie Belgium are longstanding champions of creativity that...
Spotlight on Customer Experience event We are thrilled to announce our upcoming event, Spotlight on Customer Experience, hosted by UBA and Kantar. For 20 years, the Customer Experience (CX) Benchmark study has set the standard for...
Outstanding Innovation Awards 2024 We’ve analysed 2024 Kantar BrandZ data and qualitative data, to bring you the key insights and strategies that set the winning brands apart. How do brands use innovation to stretch in their categories,...
Trust is the Path: Our Collective Adventure A way forward based on 3 principles 52% of people have seen or heard false or misleading information about sustainable actions taken by brands according to Kantar’s latest global...
Kantar BrandZ Belgium In-Person Event 2024 Deep Dive into the depths of Brand Growth 19.09.2024 Reserve your spot now Speakers details Discover learnings from the top 100 most valuable global brands Martin Guerrieria Head...
Spotlight on Customer Experience event We are thrilled to announce our upcoming event, Spotlight on Customer Experience, hosted by UBA and Kantar. For 20 years, the Customer Experience (CX) Benchmark study has set the standard for...
A key element of brand growth are the positive experiences a customer has with your brand Customer Experience (CX) plays a crucial role in building brand equity and driving growth for your business. Kantar data shows that brands that people...
A more diverse world needs more inclusion aware brands A first of its kind in the market, we have used an accessible, all-encompassing research methodology to connect with underserved populations across the globe. Learn how to push the...
The Strongest Brands in Belgium and Learnings from the Top 100 Most Valuable Global Brands Join us in person to celebrate the strongest brands of Belgium in 2024. Discover the fastest risers and newcomers across categories and deep dive...
The three rules of brand growth Brands that people are strongly predisposed to have … than brands with weaker predisposition Brands that are always present attract more buyers compared to those present on just one half of...
Virtual Launch Event: 12 June 2024 The increasing importance of brand in driving growth Join this virtual launch event to celebrate the world’s most valuable brands of 2024. Discover the new Global Top 100, fastest risers and newcomers...
The Blueprint for Brand Growth is a breakthrough in understanding how businesses build profitable, strong and sustainable brands. Download Kantar’s evidence-based Blueprint book to discover: How to shape your marketing strategy using...
Brand Growth Lessons from 6.5 Billion Consumer Data Points and a Decade of Marketing Insights On Tuesday 14 May 2024, we’ll bring you the Blueprint for Brand Growth. Kantar’s evidence-based framework will help you to build strong and...
Experience the benefits of our versatile solutions Innovation is much more than new products and services; it is also about experiences or new business models like subscription Top Tech Brand to Revamp Smartphone App Icon! Challenge The...
Meaningfully different brands have a head start with AI Brand Success and GenAI: Brand success relies on authenticity, consistency, and being meaningfully different. GenAI aims to create on-brand content, but challenges persist. Effective...
Useful and inspiring research insights The Effie Awards, initially launched in 1968 by the New York American Marketing Association, aimed to recognize and honor the most effective advertising efforts. The award now honors all forms of...
Kantar is your indispensable brand partner in a world being reimagined with AI Kantar Insights provides a range of AI-powered tools and services that cater to various aspects of market research, innovation, and consumer insights. Whether...
Capture both Passive and Active Attention Given the significant time people spend on digital and mobile devices, it’s crucial for brands to reach them effectively. However, merely reaching people isn’t sufficient; brands must also establish...
Attention beyond views for creative effectiveness Learn 5 tips to make your creative worth paying attention to. Great attention measures elevate ads from playback to payback There is a fundamental difference between whether an ad is...
FMCG Alert With GLP1 – Hype Or Massive Change Ahead? Learn From USA Market Food and beverage brands must think beyond today’s GLP-1 drugs and factor coming innovations into their long-range plans. GLP1 receptor agonists are new drugs that...
AI 2030 Insights in the AI Era of Human+ Benchmarking in a time of AI With AI now in the mix, insights organisations must ask themselves whether research skills are still relevant; what will AI do better and how AI will enable insights...
Building a tech brand in the era of brand purpose and sustainability Sustainability is about showing up where it matters to everyday people, everywhere. Whether it is Big Tech, emerging technologies such as AI or blockchain, or even more...
Webinar | Attention beyond views for creative effectiveness How can great attention measures elevate ads from playback to payback? In an increasingly digital and information-saturated environment where consumers’ attention is not limitless...
Finding the Future-Fashion The power of AI and big data analytics Discover disruptive fashion trends guided on emerging, niche consumer base together with the power of open search and social data Leverage the most meaningful search and...
Generational Mindsets Shaping Auto Industry Sustainability Consumers value sustainability in the automotive market in different ways, based on generation and region. Millennials and the sustainability divide Globally, sustainability emerges...
Making Sustainability Real A 3-day digital sustainability conference Is marketing doing enough to future-proof brands and help people live sustainably? Consumers want to lead more sustainable lives and they need marketing’s help to make...
Use innovation to create a successful brand experience Unlock the potential of innovation This guide addresses some challenging questions you might have about innovation: How can you innovate differently in a competitive landscape? How can...
The trends that will move the needle for marketers in 2024 Kantar’s Marketing Trends 2024 combines insights from the different areas of the business, to give you a holistic guidance for your brand growth journey.In this collection of 10...
Media Trends & Predictions 2024 Report Discover what's next for global media and marketing What trends have we observed this year and what does 2024 have in store? Our world is balancing on the edge of transformation. We are...
Our 2023 insights gathered all together We wish you many blessings and good times! We’re getting close to the end of the year…and it’s the perfect time to share our 2023 key consumer insights. If you’ve never had an advent calendar, here’s...
CONCEPTEVALUATE AI The next horizon in predicting concept performance at scale Join us on this journey ConceptEvaluate AI enables you to more effectively move from ideas to concepts Innovators are under increasing pressure to deliver...
Magnify creative effectiveness at scale Follow these 3 steps to launch your next creative campaign with success Before development Get alignment on the unique message and positioning that will bring your brand to life. During...
Discover 4 Innovation booklets now! Step 1 Meaningful & Different Innovation and the Obssession with Learning Get your booklet Step 2 How to find the best Opportunities for Innovation Get your booklet Step 3 Introducing...
BUILD A WINNING SUSTAINABILITY STRATEGY Put your consumers’ environmental and social demands at the heart of your plan for growth The world is at an inflection point. To be truly future-proof, brands need to respond to the sustainable...
3 steps booklet to create meaningfully different experiences The most valuable brands shake things up and lead the way. Their experience stands out. To help more brands create unforgettable experiences, we simplified the CX transformation...
Don’t be afraid to make people laugh Whether or not you are facing commercial challenges now, there are best practices that have been proven to help brands get the most from their advertising investment. Download the guide to: Discover...
Braving the battleground Discover the best media environments for your ads and the top-ranking media channels and brands in 2023. Campaigns are seven times more impactful among a receptive audience, so for an ad to achieve its full...
Or how holistic measurement creates a clear path through the marketing maze Creation of a truly unified marketing measurement and optimisation framework is now highly achievable through automated data collection and applying AI. The rise of...
How to help consumers reduce their waste footprint Play your part in the battle against waste Waste is a big issue because the world is in danger of being over-run with rubbish. Brands have a big part to play in solving this challenge. 24...
Meet us in-person for BrandZ Belgium and global Register now for the launch event - 28 September The Awards to Strongest Belgian Brands and Learnings from Top 100 Most Valuable Global Brands Explore how Belgium’s strongest brands have faced...
Download the full global report Most Valuable Global Brands Report 2023 In every market, in every region, branded businesses continue to chart their course through a new age of disruption and volatility. Discover the factors driving growth...
Unlock brand growth opportunities, affordably and at speed Strong brands, brands with powerful connections leverage their equity to create value faster, resist market downturns and recover sooner from them. To be strong, a brand needs to be...
Discover your top brand equity indicators for free in seconds BrandSnapshot is a free brand equity assessment tool on Kantar Marketplace, providing intelligence on your brand’s strengths and weaknesses in an interactive dashboard. Powered...
Finding order in the chaos In today’s fast-paced media landscape, accessing timely, actionable insights on your creative content is critical to move faster and smarter, to better compete, increase sales and grow your brand. Ever had these...
Finding order in the chaos As we move into the second quarter of the year, we’ve been keeping track of which customer experience predictions are ringing most true. Here are four of them: The sweet spot between digital innovation and the...
Discover the 5 principles of meaningfully different technology innovation. Innovation in the technology sector can be particularly challenging, and for many tech companies’ uncertainty and risk are making innovation more challenging than...
Grab your price-insensitive brand and dance it to growth. At every step, difference matters. The case of differentiation Back in the 90s, differentiation didn’t need to be defended. Because the absence of differentiation came with the fear...
Welcome to Kantar's creative effectiveness awards. To view this video please enable JavaScript. The advertising world is restless, fast-moving and ever-evolving. This brings exciting opportunities and constant...
What are you doing to create sustainable brands for all? In this insightful new guide to the challenge of marketing better-for-the-people-and-planet products, Kantar's Sustainable Transformation Practice provides the evidence you need to...
Finding the future: FOOD A menu of delicious insights. Welcome to Kantar's Finding the future series, your guide to the latest trends driving consumer behavior globally. Powered by Kantar's Dx Analytics proprietary toolkit, we apply AI and...
Distinctive brand assets such as logos, colours or slogans are key facets in many of the world’s most successful brands. With strong assets a brand can grab attention at key decision points, giving brands a big advantage in categories...
Influencer marketing is becoming an increasingly indispensable part of marketers’ toolkits. While it emerged as a highly targeted and authentic way to reach audiences, even in its early days, the drawbacks were apparent to marketers and...
In this bold, thought-provoking and evidence-based guide, we provide solutions to the day-to-day challenges marketers face to help them protect their margins. In each of the seven chapters, we present actionable tips to help you strengthen...
Customer experience is central to creating value, and it is even more important in times of crisis when brands need to fight harder for customers. Great customer experience should meet customer expectations across physical and digital...
With marketing budgets under increasing pressure, it is more important than ever to ensure that precious investment will lead to profit. New evidence from Kantar and WARC shows the important role creative quality can play in driving ROI. We...
Are you getting the insights you need from your consumer data to inform strategic decisions? Plan for sustainable brand success using an in-depth performance management system that integrates multiple data sources. Combine your data with...
What gives brands The Innovators Advantage? What makes an innovation meaningfully different? What are the barriers to growth through innovation? Why did innovations such as Google Glass fail whilst Soft Pitta bread generated 8.9 million in...
We are (still) living in an era of disruption. There's more uncertainty and volatility. Inflation and price rises are impacting us all around the world and leaves no one untouched. Decisions like pricing are more challenging than ever...
To give marketers tools to place sustainability at the heart of the company(its) they work for, BAM's Think Tank Sustainability produced a greenpaper in which a dozen experts share opinions, cases and figures. "With the Think Tank...
To start the new year on a high, we have some exciting news to share. Sabine Vermeulen joins Kantar Belgium in her new role as Innovation Director. Having worked as Insights Director at NielsenIQ Bases and as Director Client Consulting at...
To view this video please enable JavaScript. Who are our Top 10 performers and what makes them stand out from the others? Now in its 17th year, the Kantar BrandZ Most Valuable Global Brands ranking...
Sometimes the speed of business can stop you from setting up a full brand tracking study resulting in critical brand decisions made without the benefit of proper insight. Today we’ve launched an agile, point-in-time brand measurement tool...
Cost of living crisis is impacting consumers' sustainable behaviour. This year’s UN Climate Conference takes place in Sharm el-Sheikh, against: a backdrop of extreme weather events worldwide; an energy crisis, propelled by the war in...
People today have more choice, more channels, more influence and are making more connections. Our BrandZ study learns that brands with powerful mental and physical connections leverage their equity to create value faster, resist market...
To view this video please enable JavaScript. Navigate the emotional world of sustainability in advertising. Sustainability is critical to your company's future. It's not just the right thing to do, it's...
The results of the ILRES PLURIMEDIA 2022.II study conducted by ILRES and KANTAR Belgium are now available. This study, which provides information on the audience of the press, radio, television, cinema, advertising leaflets and internet,...
Customer experience is an powerful contributor to brand equity and a strong driver of business growth. Our BrandZ data show that CX accounts for 70% of brand equity. Delivering intentional CX in a consistent, meaningful and differentiating...
Campaigns are seven times more impactful among a receptive audience. For an ad to achieve its full potential it needs the right media environment. Media Reactions helps you do just that. Our annual study provides a comprehensive view of the...
Faced with the turmoil brought on by war, inflation, the pandemic, climate change and technological advancements it is easy to focus on the transitory, rather than the fundamental. To navigate today’s world, brands need to strip it back to...
Introducing Brand Equity Evaluation The best marketers understand the importance of keeping brand at the heart of everything they do. In today's dynamic business environment, it is easy to lose track of your brand equity as data ages,...
This year, for the first time, the biggest football event of this planet will coincide with the busy Saint-Nicholas and end-of-year period. Ad spend and global advertising will grow significantly meaning for brands it will be even more...
To view this video please enable JavaScript. What makes the world's most effective ads a success? In this webinar we celebrate the most creative and effective ads, and learn from their success. Kantar’s...
Now in its 17th year, the Kantar BrandZ Most Valuable Global Brands ranking ensures that the world’s leading brands are recognised as leaders in their field. For the Top 100, this represents the second straight year of robust growth, and...
The pandemic has changed the way people shop around the world. It has motivated more shoppers to go online and challenged online retailers. Inflation and economic uncertainty have reinforced the importance of price and promotions for ...
Brand Media Monitor: the fastest way to understand your brand. The Kantar Brand Media Monitor is an unique multi brand, multi touchpoint and multi target research. It is a benchmark for the marketing and media world in Belgium. We provide...
Every year marketers face the same questions. Are my brand building efforts succeeding? How can I justify my marketing investments? Imagine being able to check your brand's performance and measure succes in a new way. In today’s ever...
The world's most creative and effective ads.And the secrets behind their success. At Kantar, we are privileged to test the best creative content, brought to us by advertisers and their agencies all around the world. Our third annual...
Media Trends and Predictions 2022 In many parts of the world, restrictions have loosened; the early stages of economic recovery have begun; and in media, where we have witnessed some rebalancing of investment across channels, growth is...
Make sure your packaging is the hero when it comes to sustainability.It is important to recognise that it is all too easy to underestimate the role of the pack when it comes to creating the consumer expectations that can make or lose a sale...
What role does brand play in the consumer decision journey? The consumer decision journey is a feedback loop. What triggers your brand and what your brand triggers is revealed in the way people make decisions. Whether unconscious...
To view this video please enable JavaScript. Be brave to drive brand growth through innovation A BrandZ analysis shows that successful innovation contributes to brand growth. However, it takes bravery to...
Inflation worries consumers because their income won’t buy as much. It worries businesses because it squeezes their margins. The first thing to recognise is that brands cannot promote their way out of trouble. Starting a price war erodes...
Three years ago we celebrated the release of our insights and intelligence platform, Kantar Marketplace. Kantar Marketplace is a leading-edge online automated market research platform designed for insights professionals, marketers and...
Innovation clearly contributes to brand growth. An analysis run on the BrandZ database shows that the most innovative brands are the ones that grow faster. Different challenges make that innovation requires bravery. To name a few of them...
Test more advertising content, faster, with less budget Smart marketers know that the strongest creative achieves more impact with less spend. So how do you go to market with the most effective creative, whilst combating shrinking market...
Brand equity is one of your business’s most valuable assets, proven to drive revenue and growth. But what exactly is it? How can you influence consumer perceptions and measure the impact? What roles do media, brand purpose and brand assets...
To view this video please enable JavaScript. Who are our Top 10 performers and what makes them stand out from the others? Global data show us that strong, meaningfully different brands are better...
To view this video please enable JavaScript. Global data show us that strong, meaningfully different brands are better weathering the crisis. Boosted by the pandemic Amazon remains the strongest brand...
“Brands need to reinvest in owned media and limit dependence on the major social media platforms.” 40% of the world’s population use social media. With some industryreports claiming that consumers on average spend two hours every daysharing...
Connected Intelligence, AI and Voice will transform media What will shape the media landscape for brand owners, agencies and media platforms in 2019? Making sense of the transformative media landscape is challenging, and increasingly we’re...
Evaluate and adapt for a better Return on Investment We have three questions you should ask yourself Are my touchpoints delivering impact or do they need improvement? >> Click here to reduce complexity and optimize your paid,...
Fewer than one in five marketers are very confident in their ability to integrate data for insights Marketers globally continue to struggle to assess their marketing performance due to disconnects in strategies for reaching consumers. Now...