Media fragmentation makes it increasingly difficult to prove the real value of advertising investments.

Globally, brands are investing heavily in customer experience. On paper, it’s working. Satisfaction scores are rising, journeys are becoming smoother, and friction is being engineered out. Despite this progress, growth isn’t keeping pace.

See clearly. Create confidently. Act faster.

Kantar has just launched EvaluateExplorer - our new AI powered innovation solution, powered by Quilt.AI, designed to help teams spot the right opportunity spaces early and turn them into sharp, evidence backed concepts in days, not weeks.

Evidence-based insights meet world-class expertise.

In today’s complex markets, brands that win are those grounded in deep market and category understanding, where growth is really coming from and where brands can credibly stretch.

That’s why we’ve expanded our Brand Strategy Masterclass series, with a new masterclass, designed to help teams make smarter, evidence‑based brand decisions in fast‑changing markets.

Marketers love the speed and creativity GenAI promises—but consumers aren’t as convinced when it comes to AI-generated ads. So, how do you adopt new ways of marketing without undermining consumer trust or effectiveness?

Discover how the rules of marketing are being reshaped by the creator economy

2026 is already reshaping platforms, culture, and commerce. Social behaviours are shifting, cultural codes are in constant flux, and technology is tightening the window from consideration to choice, changing how brands are discovered, trusted, and chosen.

If AI Is Choosing Brands Before Consumers, Where Does That Leave Yours?

With over 80% of Google travel searches now surfacing an AI Overview and 82% of ChatGPT users turning to AI for travel guidance, travel has become a leading indicator for how AI-driven decision-making is reshaping brand discovery more broadly.

Discover how the rules of marketing are being reshaped by the creator economy

Find out how your brand is doing, and which levers to pull to make a meaningful difference with CX

What if the real driver of brand growth isn’t the campaign you just launched, but the experience your customers quietly live every day? Our evidence shows that experiences can shape brand perceptions more powerfully than advertising ever could—a detail many brands still underestimate.

Unwrapping Belgium Creative Effectiveness

Behind the sparkle of Christmas ads lies the data that explains what truly works during the holidays.

The festive season is designed to be felt in the moment. Its effectiveness, however, is best understood once the noise has settled.