Kantar Launches First 'Brand Growth Lab' in Asia

Kantar has launched its first research and development hub in Asia, as part of a three-year collaboration with the Singapore Economic Development Board (EDB). Similar analytics labs have already been established in London and Frankfurt.

The new Kantar Brand Growth Lab will focus on advanced analytics and using big data, artificial intelligence and machine learning to unlock insights that fuel brand growth. As part of the recently launched Kantar Analytics Practice, the lab is charged with delivering projects to transform siloed, typically unstructured and un-contextualised data into insights. In addition to this innovation mandate, the collaboration between Kantar and EDB will also include the hiring of data scientists and business designers to foster the Asian-led creation of solutions to help global clients grow their brands.

Hernan Sanchez, MD of the Kantar Brand Growth Lab, says one of its current projects assesses a brand's performance from generating consumer attention through acquisition to adherence, allowing businesses to identify the bottlenecks inhibiting growth, highlighting areas for investment, and guiding marketing decisions to unlock sales growth. Kantar CEO Eric Salama adds: 'Kantar is unique in having the most complete view of consumers across the entire demand cycle. The lab will be an integral part of our mission to unlock the power of this data, and reveal the deeper insights that fuel growth'.

Web site: www.kantar.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.