Kantar Promotes for Canada AI-focused Head of Qual Role

Kantar has appointed Tim Kibbey, a twelve-year veteran of the company, as Head of Qualitative for its Canadian business.

Kibbey brings more than two decades as a global brand and creative strategist; has conducted in person research in more than 30 countries, and has dual citizenship in Canada and the US. He moved from the ad industry to research in 2002, starting with four years at In-Sync Consumer Insights, then served as a VP / Research Director and General Manager during seven years at advertising services company Cossette. He joined Kantar in May 2014 in a New York-based MD role, and has been Qualitative Practice Leader in North America since 2023.

The group says the newly expanded leadership role will see Kibbey leading the rollout of AI Enriched Qualitative research across the Canadian - including an evolved suite of solutions which fuse human insight with the speed and power of AI and machine learning, allowing its qual research to deliver 'depth through breadth.' The latter includes solutions like Kantar Live, a real time, AI enriched qualitative platform combining the richness of live discussion with quant scale.

'AI-enriched research multiplies what traditional qualitative can do,' says Kibbey, 'turning authentic human stories into quantifiable, trackable insights that brands can act on with confidence.' Clients can feed data and analysis from Kantar's AI products into its other systems, including MDS and NeedScope, to help 'unlock emerging forms of linguistic understanding,' according to the company.

Web site: www.kantar.com .