In today's fast-paced market, more data isn't the answer. What you need are sharper signals that reveal when pricing power is slipping, when culture is undermining creativity, and when short-term wins are jeopardising long-term growth.
We've analysed millions of brand data points to uncover five commercial truths that can turn tracking into growth. In our latest executive summary, you'll discover:
- How to get the most precise picture of your current situation
- How brand can have its presence in the boardroom
- Whether culture is the missing link in your marketing effectiveness
- Why pricing power could be your most overlooked growth lever
- How combining the 4Ss—search, social, survey, and sales data—helps you spot momentum before it hits your tracker
Our executive summary is short, sharp, and free. Don't miss out on these valuable insights.
Let’s Connect on What Matters Most
Let’s explore how Kantar’s AI-powered brand measurement tools can help you stay ahead. I’d love to discuss how we can support your 2026 planning and hear your thoughts.
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Martine Philippe |
Unlock strategies and insights from the world’s most successful brands
We’re excited to share that Outstanding Innovation 2025 has launched! This year’s release brings together global Kantar BrandZ data, qualitative insights and bold brand strategies to help you plan your 2026 innovation roadmap with confidence.
Explore the stories behind this year’s leading innovators—Netflix, KFC, Clorox, ChatGPT, Touchland, Trip.com and more—and learn how consumer-first thinking and breakthrough ideas are delivering real, meaningful impact.
Are you ready to be inspired to lead your brand’s future of innovation?
Visit our website to download your free guide for 2026 planning and watch the webinar to discover this year’s key findings.
Let’s Talk Innovation.
We’re passionate about innovation at Kantar and would love to talk to you about your innovation challenges.
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Eduardo D’Ávila Lins de Faria |
Missed the live session with Kantar and UBA? No problem! Catch up now and explore all the key insights and highlights from the event. Stay in the loop!
In 2024 we presented the results of our first Spotlight on CX study including 64 brands from 14 categories. Our 2025 edition brings customer experience evaluations for a new selection of brands from 5 new categories.
Traditional metrics like NPS focus on fixing issues, not driving growth. Kantar’s Experience Power KPI measures how experiences boost brand meaningfulness and difference—unlocking long-term growth through Meaningfully Different Experiences (MDX).
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Kantar evidence further shows the commercial power of experience “Brands who improve their customer experience are far more likely to significantly increase their market share.” |
Winning in customer experience means more than flawless execution—it’s about creating emotional connections that competitors can’t replicate. Operational excellence is common; emotional resonance makes your brand truly stand out.
Want to know what themes are emerging this year?
Download the full report and see how Belgian creativity leads the way. Six unique themes to help your creativity resonate with your audience.
From Execution to Emotion: How We Measure CX Impact
Want to know what themes are emerging this year?
Download the full report and see how Belgian creativity leads the way. Six unique themes to help your creativity resonate with your audience.
Get in touch to transform your brand with Meaningfully Different Experiences
A proven CX framework by Kantar. Customer Experience solutions empower clients to create brand-aligned experiences that drive business growth. Our expertise helps you:
- Express your brand's unique positioning through tailored experiences.
- Understand evolving customer needs to stay ahead of market trends.
- Prioritize impactful improvements for commercial success.
- Capture feedback at scale using platforms.
- Empower your team with actionable insights.
- Optimize measurement and insights to guide strategic decisions.
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Gino De Vooght |
Let’s Create What Resonates
Creative effectiveness remains a marketer’s greatest tool to ensure their campaigns deliver whatever challenges they face. We and our partner Effie Belgium have come together to better understand what sets award winning creative apart.
How do you measure creativity that truly connects?
At Kantar, we’ve spent decades testing ads across the globe. Our secret? A rich database of 260,000+ ads, now powering Link AI. Link AI is our scalable creative effectiveness tool. It analyses emotional signals, cultural cues, and creative elements.
For Effie Belgium, we tested over 280 entries to uncover key insights.
Want to know what themes are emerging this year?
Download the full report and see how Belgian creativity leads the way. Six unique themes to help your creativity resonate with your audience.
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The 2025 Effie Awards, celebrating marketing effectiveness, concluded on October 9. A total of 26 awards were presented: 2 Gold, 13 Silver, and 11 Bronze. Discover the best Belgian cases on Effie Belgium to see how they stood out. |
Leverage Link AI - Autumn Offer
The only AI solution that combines creative engagement, brand lift and behavioural predictions. Trained on the world’s largest advertising database (over 250K ads tested)
Get in touch for this special bundle
Creativity That Connects — Let’s Talk
Our creative experts are here to help you elevate your advertising campaigns. After learning the six key themes feel free to reach out to us for personalized support.
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Gabriella Harris |
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Sana Hussain |
Smarter media planning starts now
We’re excited to announce the launch of the sixth edition of Media Reactions, Kantar’s global media study based on insights from around 21,000 consumers across 30 markets and 1,000 senior marketers worldwide!
With campaigns proving to be 7x more impactful when reaching a receptive audience, choosing the right media environment is critical to unlocking their full potential. Media Reactions helps you to identify where your brand’s ads are most preferred by consumers and marketers globally. Similarly, it informs media owners of what to provide to their advertiser partners for their own brand growth.
So, are you investing in the right media channels and brands?
Visit our website to download your free guide for 2026 planning and watch the webinar to discover this year’s global results.
Download now the guide for media optimisation and 2026 planning
Make sure you're at the forefront of today's media landscape
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With 57% of people now receptive to ads, the opportunity is huge—but are marketers adapting fast enough to fragmented media and rising GenAI concerns? |
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Belgian consumers are showing a clear shift in media preferences, with ad equity rankings revealing surprising strengths in emerging platforms. Discover which channels are winning trust—and which are losing ground. |
Looking for more media insights? You can buy the global and Belgium data and reports
Are you investing in the right media channels and brands? Do you know which media brands consumers now prefer? Contact our media experts who can share new findings from the study and discuss the strategic dilemmas facing marketers today.
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Bernard Scheray |
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Martine Philippe |
Join us for Spotlight on Customer Experience
We’re delighted to invite you to the Spotlight on Customer Experience event, hosted by Kantar in collaboration with UBA, taking place on 14 October 2025.
For over 20 years, the CX Benchmark study has been the gold standard for measuring customer experience in France. Following the successful launch of the Belgian edition last year, we’re excited to present the second wave of the study.
After benchmarking 64 brands across 14 sectors last year, this edition goes even further with 48 new brands in 5 additional sectors.
Event details
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October 14, 2025 |
09:00 AM - 01:00 PM |
UBA, Buro & Design Center (Esplanade Room downstairs) | Esplanade 1 - 1020 Brussels |
Agenda
- 09:00 – 09:30 | Welcome
- 09:30 – 10:00 | Keynote by Steven Van Belleghem
- 10:00 – 11:00 | Presentation of the CX Benchmark study by Kantar
- 11:00 – 11:15 | Break
- 11:15 – 11:45 | Presentation of 2 CX cases by BMW & Torfs
- 11:45 – 12:15 | Q&A
- 12:15 – 13:15 | Networking moment during a sandwich lunch
Kantar speaker’s
We look forward to welcoming you to a morning of learning, inspiration, and networking.
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Gino De Vooght |
View the top 30 Strongest Belgian Brands 2025 ranking
Discover the latest insights from the Kantar BrandZ Belgium 2025 report, designed to empower brands with data-driven strategies and market intelligence.
Key Insights:
- This year marks two decades of Kantar BrandZ’s brand equity research, providing actionable insights for marketers and business leaders.
- The 2025 ranking showcases brands with the highest Demand Power, reflecting consumer predisposition and loyalty.
- Samsung Galaxy leads the national ranking, closely followed by Apple iPhone. Belgian brands such as Proximus, Lotto, and Kruidvat feature prominently in the Top 10.
- Regional differences remain significant, with Flemish and Walloon consumers demonstrating distinct brand affinities.
- The report explores Pricing Power, innovation, and the critical role of trust in driving brand value. Disruption and meaningful difference are identified as key drivers of growth, with examples from Revolut and Proximus.
- Local retailers and trusted brands such as Colruyt illustrate how customer experience and reliability foster lasting loyalty.
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Discover what you missed! Explore BrandZ data for free Discover your top brand equity indicators in seconds with Kantar BrandSnapshot powered by BrandZ. |
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Interested in global details? BrandZ’s global report journeys through marketing’s evolution over the past two decades covering economic booms and recessions, pandemics and insecurity. |
Don’t hesitate to contact our Belgium BrandZ experts
We invite you to download the full presentation and connect with our team to discuss how Kantar BrandZ insights can support your business objectives.
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Sana Hussain |
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Isabelle Mérillou |
Innovation that starts strong, ends strong
In today’s rapidly evolving landscape, where AI is reshaping industries and consumer expectations shift at pace, brands must move beyond reactive innovation. The most successful organisations are those that innovate with clarity, purpose, and strategic intent.
We are pleased to share our latest thought leadership booklet, Innovating with Intent, by Dr. Nicki Morley, Global Innovation Lead at Kantar. It helps brands uncover where to focus next to unlock meaningful growth through strategic innovation.
Some of the key highlights:
- Identify where to focus next to drive brand growth
- Learn from award-winning brands such as Dove and Google Cloud
- Explore what effective, category-defining innovation looks like
- Understand how to connect strategy, insight, and execution
- Discover how to build innovation that delivers both equity and commercial impact
Curious About What’s Next? Let’s Talk Innovation.
If you would like to discuss how these principles could be applied to your brand’s innovation strategy, I would be happy to arrange a time to connect.
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Eduardo D’Ávila Lins de Faria |
Your guide to the media landscape
Brands maximise growth by predisposing more people to think they are the right choice. This is done by building salience and a positive mental perception in the minds of both clients and non-clients.
Campaigns are seven times more impactful among a receptive audience, so understanding the media landscape is a key cornerstone of this journey.
Are you investing in the right media channels and platforms?
Media Reactions is an annual study that provides a comprehensive overview of the evolving media landscape to help advertisers (brands), media agencies and media owners navigate media decisions. This year it shares insights from around 21,000 consumers in 30 markets and 1,000 senior marketers worldwide.
Register for the webinar where Kantar media experts reveal new findings from this year’s study, explore today’s marketing challenges, and uncover the most preferred media channels and brands among both marketers and consumers.
What’s Possible in Belgium? Let’s Find Out Together
So are you investing in the right media channels and brands? Do you know which media brands consumers now prefer? Contact our media experts who can share new findings from the study and discuss the strategic dilemmas facing marketers today.
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Bernard Scheray |
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Martine Philippe |
Real voices. Real-time decisions.
Join Kantar’s experts for a live webinar exploring how Kantar Live blends the richness of qual with the speed and scale of quant to help brands move faster and make smarter decisions.
You’ll also learn how leading brands, including Dove and Heineken, are using Kantar Live to drive clarity, confidence, and impact across their innovation and marketing journeys.
During the webinar, you’ll discover:
- The biggest challenges that insight and marketing teams are tackling today
- Why bringing qual and quant together in real time is transforming decision-making
- A guided demo video of Kantar Live’s key features and benefits
- How brands are using it to unlock faster insights and fuel smarter strategies
Tailored Solutions with Kantar Live
Kantar Live adapts to your needs — whether you're co-creating, optimising innovation, or refining creative ideas. Each approach delivers fast, actionable insights through real-time consumer feedback and expert-led sessions.
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Innovation Concept Co-Creation |
Innovation Concept Optimisation |
Creative Concept Optimisation |
We would love to arrange a demo to show how Kantar Live could support your next project and unlock faster decision-making to grow your brand. Let us know what works for you.
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Eduardo D’Ávila Lins de Faria |
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Isabelle Mérillou |