How Does Kantar Collect Data?
Kantar, a leading global data and insights company, is renowned for its comprehensive and accurate data collection methods. The company has established itself as a key player in market research, consumer insights, and brand tracking. But how exactly does Kantar collect such vast amounts of data? This article delves into the various techniques and tools employed by Kantar to gather valuable information from diverse sources.
Data Collection Techniques
Kantar employs a wide range of data collection techniques to ensure the accuracy and reliability of its findings. Some of the primary methods include:
1. Surveys: Kantar conducts extensive surveys through various channels, such as online, mobile, and in-person interviews. These surveys are designed to gather insights on consumer preferences, behaviors, and opinions.
2. Consumer Panels: Kantar maintains large-scale consumer panels that track the purchasing habits and media consumption of participants over time. This data helps in understanding market trends and consumer preferences.
3. Shopper Insights: Kantar’s shopper insights team collects data by observing consumers in-store and at points of sale. This method provides valuable insights into the shopping experience and influences product development and marketing strategies.
4. Social Media Monitoring: Kantar utilizes advanced social media listening tools to monitor consumer conversations and sentiments across various platforms. This data helps in understanding brand perception and consumer trends.
5. Big Data Analytics: Kantar leverages big data analytics to process vast amounts of information from various sources, such as social media, online reviews, and transactional data. This technique enables the company to identify patterns and trends that may not be apparent through traditional methods.
Technology and Tools
To effectively collect and analyze data, Kantar relies on a suite of advanced technologies and tools:
1. Kantar WorldPanel: This is a comprehensive consumer panel system that tracks consumer behavior across various categories, such as retail, media, and technology. Kantar WorldPanel provides detailed insights into market trends and consumer preferences.
2. Kantar Millward Brown: Specializing in brand equity and advertising effectiveness, Kantar Millward Brown uses advanced analytics and market research techniques to measure the impact of advertising campaigns and brand strategies.
3. Kantar TNS: Focusing on consumer insights, Kantar TNS utilizes surveys, focus groups, and qualitative research methods to understand consumer behaviors and preferences.
4. Kantar IMRB: This is a joint venture between Kantar and the Indian Market Research Bureau, which provides market research services in India and the Asia-Pacific region.
Conclusion
In conclusion, Kantar’s data collection process is a blend of traditional and cutting-edge techniques, leveraging technology and tools to gather valuable insights from diverse sources. By continuously adapting and improving its methods, Kantar remains at the forefront of market research and consumer insights, providing businesses with the information they need to make informed decisions.
