Name Of Assignment:
Marketing Research Agency

Title of Assignment:
Kantar-2nd Market Research Company in World

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Assigment Number: 1

Name of college:
Niagara College

Name Of Program:
International Business Management

Program Code: 0447

Name of student: Isha

Student ID: 4327461

Name of Professor:
Navjyot Khara











is one of the leading marketing research agencies. Its business is spread over
100 countries and it provides employment to around 30,000 people in the world.
Though Kantar’s major share of business comes from its dealings with over 500
fortune companies, but its not restricted to that. Kantar has business with all
types of organisation be it Government organisations, Non-Profit Government
organisations or small scale companies (Kantar, n.d.).  Its home country is United Kingdom but
majority of its business is conducted outside UK. As per 2017 AMA Gold Global
Top 25 Report, Kantar earned $3.85 billion last year. As per this report,
Kantar ranks second globally. As compared to previous year, Kantar showed a
growth rate of 3.7% in its revenues (Marketing Charts, 2017).

success formula for Kantar seems to be its unparalleled diversity of employees
that they hire which bring about a wide variety of specilaised techniques and
point of view that fuse together and the company thus benefits by getting a
unique understanding of people around the globe (Kantar, n.d.).

Offered by Kantar:

offers a wide range of quantitative and qualitative research to companies. The
services offered by Kantar vary from offering techniques and technologies to
companies in different field. Kantar also helps in predicting future trends be
it short term or long term covering a wide range of activities be it relating
to neuroscience or be it exit polls. Research services offered by Kantar
include ethnography & semiotics. Kantar is also well known for publishing
its insights though various publications in countries like USA, UK, France,
Spain, Brazil and China (Kantar, nd).

specifically has 9 operating brands. Each brand is set up for providing
specialised services to a particular sector, field or business . Following are
9 brands provided by Kantar:

Kantar Consulting:
It serves a wide range of industries ranging from automotive, FMCG, retail,
technology to health & wellness & financial services (Kanar Consulting,
n.d.) .

Kantar Media:
As the name suggests, Kantar media provides customised services to media
companies in selecting a particular market, planning a market strategy and in
improving its revenues (Kantar Media, n.d.).

Kantar TNS:
Kantar TNS specifically has the expertise of dealing with human behaviour and
thus in knowing the consumers. Soo it provides accurate solutions o companies
to improve their business & thus help them in achieving growth (Kantar TNS,

Kantar Health:
As its evident from the name of the brand, Kantar health basically caters to
pharmaceutical companies and industries relating to medical & diagnostic
fields. It conducts an in depth scientific research to help company understand
the issues and give solutions to improve its market value (Kantar Health,

Kantar Millword Brown:
The main motto or tag line of Knatar Millword Brown is to help a company in
improving its brand value and to increase its Return on Income. This company
has an upper hand over its competitors because it has 40 years of brand equity,
20  years of digital advertising
experience & it has offices in more than 55 countries (Kantar MillWord Brown,

Kantar World Panel:
It has over 60 years of experience and it basically concentrates on shoppers
mentality. It conducts research in order to help the companies improves its
sales and market revenues (Kantar World Panel, n.d.).

Kantar IMRB: Kantar IMRB has
noticeable achievement since it has received ‘Agency of the year Award’ 8
times. This company caters to more than 67 countries. It believes in offering
customised solutions to its clients so that the client can improve its brand
value accordingly (Kantar IMRB, n.d.).

Kantar Public:
In the year 2016, Kantar launched Kantar Public especially to cater to
Government & Non-Government Institutions, public & global institutions
to increase its share of business and to strengthen its position in political
& social field (Kantar Public, n.d.).

This brand specialises in digital data collection. Research solutions that the
company provides can cme in various forms like integrated technology solutions,
survey, ad tracker and many more to suit client specific requirement (Lightspeed,














(n.d.). Welcome to IMRB. Retrieved January 21, 2018, from

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Home. (n.d.). Retrieved January 21, 2018, from

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Millward Brown. (n.d.). Retrieved January 21, 2018, from

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Are the World’s 10 Largest Market Research Companies. (2017, October 06).
Retrieved January 21, 2018, from

These Are the World’s 10 Largest Market Research Companies