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 product, LaunchEvaluate. This innovative tool is designed to help insure the success of your launches , improving sales impact and building brand equity for sustainable growth.
With LaunchEvaluate, you can look forward to a year of seamless and effective product launches, setting the stage for unparalleled growth and achievement.
What sets LaunchEvaluate apart?
|
||||||||||||||||||||||||||||||||||||||||||||||
Two flexible design options to unlock the full picture
|
||||||||||||||||||||||||||||||||||||||||||||||
Transform post-launch insights into action to boost revenue and build brand success
In an exciting success story, a global FMCG brand leveraged post-launch insights to make rapid course corrections on a new product launch—resulting in an impressive 46% boost in sales impact.
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 to focus on their attitudes and behaviours, not just their age, to be able to connect with them authentically.
Good music is a key influence on ad receptivity for Gen Z
In 2016, 61% of consumers preferred humour in ads; by 2024, this dropped to 48%. Good music (47%) and interesting stories (42%) are also highly effective in advertising. For Gen Z, good music is the top element, with 50% preferring it over others. Good music is nearly as popular as humour across all generations. Effective advertising should use multiple creative elements to appeal to a diverse audience.
Each generation has its own media brand preferences for ad receptivity
We looked at each generation’s preferred advertising platforms. Surprisingly, Gen Z favours established players like Facebook and Google over TikTok or Snapchat, which are preferred by older generations. Ads on brands like Amazon appeal to all generations. These results show that age alone isn't the only factor in preferences. Marketers should rely on data, not assumptions. Gen Z might love TikTok content, but advertising is a different matter.
Gen Z has slightly lower brand recognition and overall engagement in ads
Gen Z has an average attention span of 8 seconds, 4 seconds less than Gen Y (age 29-43). According to Kantar LINK+ Norms, Gen Z is slightly less engaged with ads overall. Engagement increases with age, reflecting in brand recall. Brands using short-form content on Instagram Reels, YouTube Shorts, and TikTok are winning Gen Z's attention. Capturing their interest in the first few seconds is crucial.
This disenchantment isn't unique to Gen Z. Globally, only 31% of people say social media ads capture their attention, down from 43% last year (Kantar Media Reactions 2024). The race for media engagement spans all generations.
Curious after this short extract? Read the full article to get more details.
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 among younger people. And men of all ages and sexual orientations are demanding more nuanced and authentic reflections of themselves.
Brands have traditionally gone down the easy route in how they portray men. Many brands are failing to keep up with who men really are.
So, is your brand missing an opportunity to connect with men meaningfully?
79% of consumers’ purchase intent is influenced by a brand’s involvement in social issues to some degree, according to Kantar Global MONITOR 2023. Balanced representation of genders and diverse portrayals in advertising are not just social obligations for brands but also increasingly essential for their growth.
This report explores how breaking stereotypes drives stronger connections with brands, predisposes more people, and promotes social change.
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 Kantar Advent Calendar. Each day, we will reveal a new insight, each one designed to help you navigate 2025 with three key resolutions: Embrace Sustainability, Leverage AI and Data, Foster Inclusivity and Diversity.
These resolutions are designed to help businesses thrive in 2025 by acting responsibly, utilizing cutting-edge technology, and embracing diversity.
Our holiday insights are packed with inspiration! Visit daily to stay ahead and make this season unforgettable.
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 time in Belgium a Customer Experience Benchmark based on an approach which is already 20 years a reference in France (Podium Relation Client a Kantar France & BearingPoint initiative). Discover more about this proven methodology.
Traditionally investing in Customer Experience has been seen as a retention strategy, a way to generate value by retaining & growing existing customers. Kantar evidence however shows that even more is to gain when deploying customer experience as a strategy for brand building.
 |
Experiences drive up to 75% of brand equity growth, significantly outpacing paid media. |  |
Brands enhancing experience delivery are 2.5 times more likely to boost market share. |
Analysis of Kantar BrandZ data shows that organizations achieve greater success by cohesively connecting their brand and experiences, and standing out. Delivering Meaningful and Different experiences is key to world-class CX and primes a brand for growth.
Discover the 3 pillars towards delivering a great customer experience
Get in touch to transform your brand with Meaningfully Different Experiences
A new 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.
|
|
Gino De Vooght |
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 diverse customer questions and challenges.
Our upcoming webinars highlight this breadth, offering insights into building meaningful connections, measuring and improving CX for brand growth, and developing effective brand structures. Join us to learn from Kantar’s global experts and discover how our comprehensive research capabilities can drive your business forward.
Navigating Brand Growth: 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 you plan for 2025?
Register to discover:
|
Build meaningful connections: How to measure and improve CX for brand growth
Learn how Kantar’s research shows that brands improving customer experiences are 2.5 times more likely to significantly increase their market share. Discover strategies and tools from Kantar CX experts to measure and enhance your customer experience, driving loyalty and revenue.
Register to discover:
|
Beyond execution: landing your creative for success
With all the hype on how AI can drive creativity in marketing campaigns, have we lost the human touch? In this session, we will explore how to bring the human and emotional element into the end-to-end creative process.
Register to discover:
|
Our Belgium experts are here to help you implement the valuable insights and strategies from our webinars, ensuring your business is well-prepared for 2025.
With their deep knowledge in brand strategy, customer experience, and qualitative creative research, they can assist you in applying these learnings to drive growth and competitive advantage.
|
|
Sana Hussain |
|
|
Machteld Andries |
|
|
Martine Philippe |
|
|
Gino De Vooght |
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 collection of 10 trends, you can find data points as well as Kantar’s point of view to help you prepare for your 2025 planning.
Whatever industry, category or role you are in, you’ll find something to spark your curiosity.
Get in touch if you’d like to discuss the trends and what they mean for your brand.
|
|
Sana Hussain |
|
|
Machteld Andries |
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 you plan for 2025?
We would like to invite you to join our 35-min learning session on 14 November where our brand and analytics experts explore how marketers can find a unique path to predisposition.
You’ll learn:
- How to diagnose and understand predisposition, and identify gaps and opportunities to attract more people
- Which choices can help increase your brand’s sales and Demand Power
- How to make evidence-based choices using ‘what if’ scenarios
- Use cases across industries
Webinar details
|
|
|
|
|
Thursday, 14 November |
11 am |
35 minutes |
Leverage the DNA of your brand to accelerate growth
If you want to learn how our brand solutions can transform your process, our experts are ready to help. Contact us for a call or meeting.
|
|
Kantar BrandStructures is an analytic framework that identifies which brand associations to focus on that are likely to help grow your brand in terms of Equity and or Sales. |
|
|
Martine Philippe |
|
|
Machteld Andries |
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 the world. The study provides essential guidance for campaign planning with a ranking of media channels and brands, and detailed insights into consumer and marketer perceptions of different media environments.
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.
Understanding the media landscape is one of the cornerstones of this journey.
Media Reactions is the first global equity evaluation of a selection of media channels and media brands among consumers and marketers, Belgium included.
All the elements that worked well are also still here: core ad equity metrics, consumer and marketer metrics, channel and brand-level data, multi-country scope, with updates to include trending topics.
|
This year’s findings provide valuable guidance for marketers looking to tailor their strategies to better connect with Belgian consumers on a deeper, more meaningful level. |
The global insights from this report equip marketers with the knowledge to adapt their approaches and stay ahead in a competitive market. |
|
|
So, are you investing in the right media channels and brands? Campaigns are seven times more impactful among a receptive audience, so for an ad to achieve its full potential it needs the right media environment. |
Find out what is possible for the Belgium market
Visit our website for more free insights or contact us to buy the global and Belgium data and reports.
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.
|
|
Bernard Scheray |
|
|
Martine Philippe |
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 what makes award-winning ads stand out.
Using Kantar’s scalable creative effectiveness measurement tool, LINK AI, we analysed over 350 ads from the past two years of Effie Belgium winners and this year’s nominees, uncovering valuable insights.
Discover the six lesson we found for effective creative Belgian ads.
|
The 2024 Effie Awards, celebrating marketing effectiveness, concluded on October 3. A total of 19 awards were presented: 2 Gold, 6 Silver, and 11 Bronze. Discover the best Belgian cases on Effie Belgium to see how they stood out.
|
|
LINK AI
|
LINK AI on Kantar Marketplace allows you to test ads at scale, using artificial intelligence to provide results in as little as 15 minutes. |
The future is hybrid: combining survey and AI in creative testing to maximise effectiveness |
Need Help with Your Creative Ads?
Our creative experts are here to help you elevate your advertising campaigns. After learning the 6 lessons from “The Secrets Behind Ideas That Work,” feel free to reach out to us for personalized support.
|
|
Gabriella Harris |
|
|
Sana Hussain |
