Technology is continually changing consumers' lives. Plug in to Kantar's expertise to understand device purchase journeys and usage, and the key trends to uncover growth. 


With the proliferation of technology choices available to consumers, it's increasingly challenging to grow brand share. For manufacturers of smartphones, laptops, tablets, TVs, wearables, smartspeakers, domestic appliances, network operators, and VoD/Music streaming brands, Kantar’s dedicated global technology insight experts show you how to optimise your marketing strategy to grow market share. We'll help you develop insight-based strategies for customer acquisition and retention. Brand ecosystems are increasingly important in technology, so we can also show you how to unlock cross-category potential.

Marketing Trends 2024
Marketing Trends 2024
Discover the key 10 trends that marketers need to know in 2024. Each trend has a datapoint and Kantar’s point of view that will help you set your strategy up for success.
Find out more
Outstanding Innovation Awards Cover
Get inspired by the 5 key lessons learned from the winners
Discover the most innovative brands worldwide and the secrets behind their success.
Download the free guide

How we help you

  • Increase your brand’s market share


    Forging a strong customer bond and building relationships with influential advocates improves the chances of a technology brand succeeding. Understanding which elements of the brand or device specification drives purchases helps you ensure you have a product offering, at the correct price-point, that appeals to prospects and customers. We measure all the brands in a category to help you understand the competition and where best to play, and we track customer experience and satisfaction so you can better understand what consumers are looking for from their devices, and their pain points. Specialists from our longitudinal panels help track patterns through switching and loyalty analysis to advise on your customer acquisition and retention strategies.

  • Track the consumer purchase journey


    Tech brands require a full picture of the consumer decision-making journey to see at which stages they are performing well or under-performing. Understanding triggers for purchase e.g. a broken device, or new features offered, or price/promotion, helps you understand the start of that journey. Ensuring a brand is in the consideration pool, by building awareness and equity, is important. We help you identify relevant touchpoints and use advanced analytics to understand key purchase drivers to direct your development, marketing and messaging efforts.

  • Maximise advertising ROI


    Identifying important segments to create growth is a core business strategy for most technology companies. Communicating with these audiences with the right mix of channels, messaging creative and format is a top priority. Many brands are unclear how to deliver against their KPIs through a communications strategy. We work with technology clients to seamlessly ensure media targeting, online and offline, of key segments is efficient, by directly activating our audiences.

Kantar BrandZ global 2024
Discover the factors driving growth for the world’s most valuable brands.
Download the report
eCommerce On
eCommerce On 2022
Get foundational insights about the new ecommerce ‘normal’ and what motivates people to click.
Download the booklet