Kantar, a privately owned company headquartered in the UK, was founded in 1992. The company specializes in market research, functioning as a marketing data and analytics firm.
On March 21, 2026, a study conducted by Kantar for AppLovin's Axon platform revealed that 71 percent of mobile gamers who purchase a product after seeing a mobile game advertisement do so on the day of exposure, a conversion speed comparable to the fastest-performing channels in digital marketing. Previously, on March 18, Kantar announced David Gompel as the new executive managing director for its UK business, bringing a quarter-century of experience to the role. Earlier the same day, Kantar partnered with Quilt.AI on a joint innovation initiative, which involves a non-equity financial commitment to co-develop joint offers. Their first collaborative tool, ‘EvaluateExplorer,’ will leverage Quilt.AI’s technology to analyze digital signals in conjunction with Kantar’s innovation and brand building knowledge, designed to help brands identify innovation opportunities and generate concepts for new products and services, integrating with Kantar’s existing suite of innovation tools.
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