Innovation and Product Development
Accelerate growth through innovation
Build, identify and launch innovations that not only drive new product sales but also build long-term brand equity. Kantar provides a cohesive portfolio of solutions that help brands create Meaningfully Different innovations. Address real consumer tensions through an iterative, agile learn-test-learn approach - amplified by technology and extensive consumer data.
30,000+ innovations tested on Kantar Marketplace Solutions available
In over 60 markets
25% more innovations tested year on year
Our Solutions
Identify new spaces for incremental growth
How can you futureproof your new product pipeline and understand market landscape for whitespace opportunities?
Whether you’re looking to better differentiate your brand or to expand it into new spaces, Kantar Matrix helps you unlock incremental growth by providing actionable insights on unmet needs with high level of granularity.
Key Features
Make decisions confidently
Grounded in Kantar’s proven framework, Matrix provides future shaping insight on opportunities ranging from close-in innovation to adjacent competition and extending to new spaces.Maximise your budget
Tech-enabled approach to segmentation that provides a more affordable way to uncover underserved emotional and functional needs with rigorous analysis and without sacrificing granularity.Trust your results
Matrix has been continuously improved over three decades, and has been chosen by Fortune 500 brands to successfully activate new product development and other innovation opportunities.
Key Features
Make decisions confidently
Grounded in Kantar’s proven framework, Matrix provides future shaping insight on opportunities ranging from close-in innovation to adjacent competition and extending to new spaces.
Maximise your budget
Tech-enabled approach to segmentation that provides a more affordable way to uncover underserved emotional and functional needs with rigorous analysis and without sacrificing granularity.
Trust your results
Matrix has been continuously improved over three decades, and has been chosen by Fortune 500 brands to successfully activate new product development and other innovation opportunities.
Shape and refine innovations with real-time qual at quant scale
How do you evolve early-stage ideas and concepts with deeper consumer understanding?Kantar Live brings together the richness of qualitative insight with the speed and scale of quant in a live, expertly moderated session. With AI-powered analysis, tailored discussion guides, and post-session debriefs, you get a clear view of what consumers think, feel and do, so you can move fast and make decisions grounded in real human perspectives.
Whether you’re co-creating early innovation ideas or optimising high-potential concepts, Kantar Live helps you identify what resonates, what needs refining, and what can be taken forward.
Key Features
Qual and quant in perfect sync
Capture authentic consumer feedback with emotional depth and measurable scale, all in one live session with up to 100 participants.AI-enhanced, expert-led
Make every session count with live moderation, thoughtfully designed innovation discussion guides, and AI-powered summaries that surface key themes and support deeper probing as the session unfolds.Interactive and immediate
Engage consumers through live voting, polls, and multimedia uploads, followed by a post-session debrief with Kantar experts to align on the strongest concepts and define actionable next steps.
Get in touch
Screen early innovation ideas
Which innovation ideas show the most potential?
Get to market faster with a more confident understanding of which innovation will success, driving Meaningful Difference for your Brand. IdeaEvaluate on Kantar Marketplace helps you identify the ideas that resonate and quickly shortlist winning ideas at scale, so you know which to develop further for your product development journey.
Key Features
Proven framework
Explore consumer response to your ideas with a trusted approach that benefits from both explicit and implicit feedback, using Type 1 Fast Association and Type 2 Cognitive Association
Fast and flexible
Work quickly and iteratively, with results in as few as 6 hours via an easy-to-use dashboard that helps you interpret your findings.
Globally supported
Identify the most crucial insights with support from local Kantar experts who can help guide you forward.
Predict in-market performance
How can you anticipate which early innovation concepts are likely to succeed?Iteratively sense check more concepts quickly without losing granularity, so you can move into in-depth testing with greater confidence. ConceptEvaluate AI provides feedback on more concepts earlier on in the development process, allowing for greater exploration and opening up new growth opportunities.
Key metrics: Predictive Trial, Predictive Uniqueness and Predictive Relevance.
Key Features
Powerful survey AI-based model
Screen up to 100 concepts simultaneously with a powerful AI model trained on survey data from real consumer concept tests.
Fast insight with high accuracy
Get feedback in as little as 24 hours, iteratively sense checking your early concepts with high accuracy close to 90%.
Minimise risk for your innovation
The only end-to-end AI based solution on the market, allowing you to make better decisions with confidence without exposing them to consumers at the early stage of your innovation or product development.
Prioritise and optimise the strongest concepts
How can you optimise innovation concepts to best position for success?Accelerate concept development with valuable what appeals to consumers and will drive incremental growth. ConceptEvaluate on Kantar Marketplace provides rapid consumer feedback prioritise and refine innovations to help you build your brand.
Key Features
Trusted approach
Develop winning concepts using a validated approach proven to improve innovation success rates by up to 50%.
Powerful insights at speed
Benefit from the speed of automated concept testing that turns around high-quality, cost-effective learnings in as few as 24 hours through an intuitive dashboard.
Flexible servicing
Choose self-serve or get additional service and tap into guidance from Kantar’s global expert network.
Optimise packaging designs to drive brand success
Which package design will resonate most with consumers?Win at point of sale by delivering the desired brand experience through packaging. Get actionable insights using PackEvaluate on Kantar Marketplace to see how the pack helps differentiate your brand. Pack screening and testing solutions help you identify your strongest packaging early and deep dive to finetune designs. Reduce pack development timelines by screening up to 24 packs rapidly and test up to 6 packs in a competitive context.
Key Features
Built for speed
Identify the strongest designs and optimise your existing packs quickly and cost-effectively, so you can get to market faster.
Global reach
Test pack formats across new markets or commerce channels to be sure you move ahead with the strongest designs.
Proven outcomes
Understand how your pack will perform in a real-life context.
Unlock success beyond launch
Go beyond basic launch tracking to uncover the “why” behind your product launch performance.LaunchEvaluate delivers fast, actionable insights, empowering you to make quick course corrections and optimise your launch for lasting commercial impact.
Key Features
Overview of your launch performance
Understand what’s driving your results with two design options: Pulse Check for a quick read on early traction or Deep Dive for comprehensive insights to improve performance.
Agile and responsive
Get insights in as few as 48 hours, enabling you to pivot fast and fine-tune your strategies to keep your launch on track. < /p>
Expert-backed insights
Leverage expert guidance from Kantar’s global network of innovation specialists to strengthen your launch and set the stage for future growth.
Create, optimise, and launch superior products
What changes do I need to make prior to new product launch?Go to market with products that meet consumer needs and positively impact your brand. With in-context consumer feedback, ProductEvaluate assesses emotional, functional and sensorial performance so brands can learn from trusted insights to create, optimise and launch superior products.
Key Features
Engaged respondents
Get quality feedback from consumers, with video experiences and user ratings to help maximise your products’ potential.
Close to reality
ProductEvaluate reflects actual consumer experiences, testing products in real contexts with Home Tester Club’s 4 million+ members globally.
Fast and actionable
Get immediate survey results in a live interactive dashboard, and an optional report 24 hours after the final interview.
What influences customers’ purchasing decisions?
Optimise and capture the maximum value for your brand. ChoiceEvaluate helps you understand the perceived value of products and services by quantifying the pricing power of a new or existing offering. Simulating choices on the customer level, ChoiceEvaluate allows you to predict individual switching behaviour.Key Features
Contextual insights
Simulate how product or service changes will impact KPIs in competitive market environments
Expert guidance
Optimise your portfolio, determining the right products and features needed to adapt your offering to changing needs.
Structured approach
Predict competitive advantage with what-if scenarios with Kantar’s simulation software providing precise quantified answers.
Find future growth spaces with the power of consumer search data
How can you discover hidden opportunities for innovation that truly meet consumer needs?TrendEvaluate taps into the latest insights within digital search data, uncovering consumer interests and intentions, so you can navigate shifting expectations with clarity. Whether you’re revitalising a stagnant product line or seeking emerging trends, TrendEvaluate delivers expertly-curated, tech-powered insights to identify evolving needs and capitalise on untapped opportunities for meaningful innovations.
Key Features
Tackle ‘been-there-done-that’
Analyse every consumer search on your pre-selected topics and categories. Through AI and advanced analytics across five years of data, 5,000 categories, and nearly 200 markets, you can uncover fresh insights that go beyond the obvious and unlock new spaces for growth.
Remove blind spots
Explore topics and queries of interest with an outside-in approach, supported by a comprehensive view of past trends and future projections, so you can spot what you have overlooked and maintain a competitive edge.
Break boundaries
Access language-agnostic insights across nearly every market to uncover regional interests, enabling you to adapt strategies, resonate with diverse audiences, and drive meaningful impact globally.
Get in touch
Case studies
Perspectives
Intelligent Innovation
Innovation and product development on Kantar Marketplace