9 June 2025:Kantar, the world’s leading marketing data and analytics company, will offer qualitative research at quantitative scale, with the launch of Kantar Live in 45 markets on Monday 16 June.
Developed by Kantar’s expert team in China, Kantar Live offers brands access to real-time moderated sessions that combine quantitative polling, qualitative depth, AI-powered analysis and Kantar expertise through:
- Online, expertly moderated sessions with 75-100 nationally recruited or targeted respondents
- Integrated quant-qual techniques, combining polling questions with in-depth discussion for nuanced understanding
- Kantar’s expert analysis, enhanced by AI, to make sense of the conversation as it unfolds
- Tailored discussion guides, built around strategic business objectives
- Rapid delivery of results, including a same-day debrief, an executive summary within 24 hours, and an optional in-depth workshop within 72 hours.
Kantar Live is a powerful combination of Kantar’s proprietary frameworks, best-in-class qualitative expertise, and advanced AI engineering, and fills a growing need for hybrid research that delivers both depth and speed, without compromising on quality.
Kantar Live complements Kantar’s LINK+ early creative development offer, supporting clients who want to explore and optimise early-stage creative concepts through a real-time, qualitative lens. It is also compatible with Kantar’s ConceptEvaluate and ConceptEvaluate AI innovation tools, helping shape early ideas into concepts and optimising high-potential concepts before further development.
Unilever’s Dove team were early users of Kantar Live in the development of Dove's new Emule Deodorant as they looked to drive adoption of the product. Insights generated through Kantar Live, including consumers’ photo and video uploads, helped the Dove team directly compare two product concepts and understand what was resonating most with consumers. Rina Palacio, Global CMI Manager, Dove International, Europe said: “Kantar Live gave us real-time responses and data analysis that really showed us what was and wasn’t appealing to customers. This helped us shape the concepts and have a better understanding of the market.”
Will Galgey, Global Managing Director, Solutions & Platforms at Kantar said: “The world is moving so quickly that brands are looking for faster, more agile research they can act on – without compromising on depth or quality. Kantar Live fills that gap in the market by combining the depth of qualitative insight with the scale of quant in a single, real-time experience. It brings a new level of immediacy and clarity to understanding consumers, while demonstrating how Kantar is leading the evolution of insight through AI-enhanced, hybrid approaches. For our clients, it means sharper, more holistic learnings that keep pace with the speed of change. For us, it’s a natural evolution: bringing together the best of what we already do in a more agile and accessible format.”