In today's competitive landscape, delivering strong customer experiences is considered table stakes. Brands must go beyond functional excellence to create experiences that are both meaningful and different. Kantar's latest research reveals why brands that focus on these unique experiences are the ones that truly drive growth.
And the commercial upside is clear: brands that improve their customer experience are 2.5× more likely to significantly increase their market share.
We used Kantar’s ExperienceEvaluator solution to test this hypothesis across 5 markets: financial services in Australia, fashion retail in Germany, grocery retail in the UK, banking in Malaysia, and quick-service restaurants in the US. The findings were consistent: brands delivering good experiences often struggled to grow, while those creating Meaningfully Different Experiences (MDX) capture disproportionate value.
Our report explores what’s driving this shift, what distinguishes functional excellence vs. growth, and how MDX explains the performance of brands winning globally across sectors.