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Kantar Research Services

Score8 out of 10

4 Reviews and Ratings

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What is Kantar Research Services?

Kantar Marketplace (formerly Lightspeed Research) is a market research specialist offering survey engagement software and global panel management, data on-demand, and market insights.

Categories & Use Cases

Reviews

What users are saying about Kantar Research Services.
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Great for innovation and ad testing.

Incentivized
Verified User
Manager in Sales (10,001+ employees employees)

Use Cases and Deployment Scope

The software helps conduct customer research and provides insights from data to answer core business questions and support commercial decision-making. The scope of a use case for me is in specific product areas, looking at certain parts of the store to understand the performance/feedback of a core range throughout launch or key seasonal peaks.

Pros

  • Testing of digital marketing campaigns.
  • Testing new concepts or products with customers.

Cons

  • Reviewing the performance of ads over different time periods, comparing to non-direct competitors who occupy the same space or similar target customers to get a different range of customer feedback.

Most Important Features

  • Quantitative measurement of customer feedback from marketing campaigns.
  • Ability to test and reevaluate new product developments.

Return on Investment

  • From my position, it's having a positive impact on the people involved in planning customer-led projects - more innovation that is bolder, more confidence we are focussing on the right areas, less time trying to sign things off or dissect where things went wrong, or convincing leadership teams to keep the the testing.

Know your market with Kantar Market place.

Incentivized
Verified User
Professional in Sales (51-200 employees employees)

Use Cases and Deployment Scope

Kantar marketplace is a research-oriented marketing platform that allows its users to plan penetration strategy in a systematic and planned manner, as it gathers deep insights about the target market and the consumer and accordingly decides/plans penetration strategies across the globe.

Pros

  • There studies provide brand insights in the most particular way.
  • They also help in media planning & measuring their effectiveness.
  • Helps in building brands.

Cons

  • Payment structure needs to be improved.
  • standardization is limiting as it does not allow deeper understanding.
  • Services are expensive.

Most Important Features

  • Survey builder which allowed gathering deeper insights.
  • Ease of use for users/clients.
  • Provides platform to validate ideas.

Return on Investment

  • Better reporting/analytics technique.
  • There statistical analysis helped in deeper understanding of the study conducted.
  • The questions were customizable for better understanding which resulted in final decision-making.

Alternatives Considered

SurveyMonkey Engage

Other Software Used

SurveyMonkey Engage, QuestionPro, Zonka Feedback

Data-backed insights that allow more rapid scaling based on customer insights

Incentivized
Verified User
Director in Sales (51-200 employees employees)

Use Cases and Deployment Scope

Kantar provides a simple way for us to get competitive intel and insights to help build out scaled opportunities for our business. The Marketplace product has unique insights from a market research perspective that allows us to better understand the needs of our customers (in our case, agency-based) and respond to their needs in a more directed way that makes it much more realistic for us to win new business.

Pros

  • Provides the ability to utilize a decision-making matrix for comparisons.
  • Allows our marketing team to have a seat at the table in driving incremental sales lift.
  • Helps us accelerate new product development through real-world consumer R&D and testing.

Cons

  • The platform can be confusing to navigate at times; UX could be simplified.
  • Ability to utilize more competitive datasets would be helpful.
  • Sometimes takes a while to return data and build out full insights.

Most Important Features

  • Media planning tools.
  • Competitive insights and mapping tools.
  • Decision-making matrices.

Return on Investment

  • The ability to scale our business based on real customer insights.
  • The ability to focus hiring on where our growth path is leading us.
  • The ability to create new business development opportunities based on real-world data and analytics.

Alternatives Considered

Kai Analytics