Qualitative Research
Quintessentially human
Brands today are drowning in signals but starved for meaning. Algorithms can track clicks, but they can’t decode context. Amidst the rush to accelerate and automate, the human story is at risk of getting lost.
At Kantar, we believe that to be quintessentially human is to see beyond the signals—to see and feel the human story behind the data. In a world shaped by algorithms and automation, we stay grounded in empathy, curiosity, and understanding. Technology may accelerate what we do, but it’s our humanity that gives it meaning. Because brands aren’t built by machines—they’re built by people, for people. And that’s where we begin. Kantar’s qualitative practice helps you grow your brand with meaning, difference, and authenticity.
Real human experiences
Go beyond what people say to hear the unspoken, observe the subtle, and understand the why behind the what.
By understanding human context and anchoring trends in the complex reality of life, your brand is equipped to rethink, move beyond assumptions, and make smarter decisions
More meaningful connections
Break down siloes through our ability to seamlessly blend qualitative and quantitative research alongside secondary data sources and frameworks across the full breadth of Kantar’s portfolio.Tap into the expertise of over 600 qualitative practitioners in 60+ countries, ensuring that when your brand speaks, it resonates, when it acts it aligns, and when it grows, it grows with integrity.
Scaled insights, at the speed of business
Benefit from global reach and powerful local cultural expertise amplified by technology, to deliver insight at the speed of business.Harness AI-assisted analysis and technology that bring insights closer to real-time decision-making—without compromising depth or nuance.
Outcomes for brand growth
Insights aren’t just data points—they’re reflections of real people, their lived experiences, and the world around them, helping create outcomes for sustainable growth.By connecting these insights through Kantar’s MDS framework, proprietary behavioural science frameworks and hands on activation support, you can turn human understanding into meaningful outcomes: stronger consumer connections, better decisions, and lasting impact.
Our Solutions
Uncover real-time qual and quant insight in one session
How do you get a holistic understanding of consumers and the context behind the numbers to make smarter decisions?Kantar Live connects you directly with consumers through an expertly moderated online session, blending the richness of qualitative insight with the speed and scale of quant. With AI-powered analysis, thoughtfully designed discussion guides and post-session debriefs, you’ll get a clear view of what people think, feel and do so you can take strategic actions grounded in real human perspectives.
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 discussion guides, and AI-powered summaries that help you probe deeper and surface key themes in real time.Interactive and immediate
Engage participants through live voting, chat responses, polls and media uploads followed by a post-session debrief with Kantar experts to align on clear next steps
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Decode human motivations and behaviours, in context
Gain a nuanced understanding of how people’s values, decisions and behaviors are influenced by the world around them. Reveal the “why’ behind consumer actions—rooted in social norms, traditions, identity, and shared experiences.Key Features
Understanding at scale
Benefit from Kantar’s unique perspective across 64 markets to gain holistic insight that travels across nations, cultures and subcultural groups.Differentiate your brand
Shape your communications, innovation and brand initiatives with insight grounded in everyday experiences, helping you find sharper ways to stand out from the crowd and build deeper connections with consumers.Connect with your audience
Position your brand right from the start with clear, meaningful learnings about your buyer, guiding more authentic and impactful brand activations.
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Get closer to your consumers’ lived reality
Understand how people’s behaviors are shaped by big-picture forces—like social, economic, or technological shifts—as well as more immediate category changes, such as pricing, competition, or usage habits, by observing them in their everyday environments.Key Features
Immersive insights
Use an immersive, video-based approach that gets to the heart of people’s lived experiences, attitudes, and values to uncover compelling and meaningful human truths.Ethnographic expertise
Benefit from a team of trained ethnographers with diverse backgrounds and design thinking expertise. Kantar is proud to be pioneer in this area and offers traditional as well as digital ethnography.Context and culture
Uncover ways to make your brand more meaningful with a deep understanding of people’s views and the tensions they navigate in their everyday lives.
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Take action with strategic learnings
Apply strategic learnings and develop actions plans to grow your business with interactive workshops for teams.Key Features
Actionable insights
Turn insight into action with experiential learning sessions. These sessions are tailored and professionally facilitated to socialize research findings with multidisciplinary teams, resulting in action plans that spark immediate change and kickstart long-term initiatives.Consumer immersions
Benefit from experiential immersion into consumer segments at an intuitive, thought-provoking level, from workshop with clients and consumers, to dinner or excursions with consumers.Iterate and refine
Transform ideas with potential into sharpened, streamlined concepts that are ready for testing. Close the gap between a good idea and a great execution through iteration and nurturing.
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Ground your creative process in what really matters
Get a point of view from the ground on the burning issues facing your brand. Bring together consumers and stakeholders to jointly explore, shape, and rapidly refine ideas or content.Key Features
Exploration
Uncover what your category really means to leading-edge consumers and what are the moments of tension that are ripe for content generation.Content co-creation
Build on these real-life moments to create content that resonates with your target audience.Course correction
Get support to refine your content based on real-time feedback.
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