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Kantar Group
Kantar Group is a data analytics and brand consulting company, based in London, England. It was founded in 1992, and has approximately 30,000 employees in 100 countries working in various research disciplines, including social media monitoring, advertising effectiveness, consumer and shopper behaviour, and public opinion. Kantar has been majority owned by Bain Capital Private Equity since July 2019, when WPP sold a 60% stake of the company for $3.1 billion, at a valuation of $4.0 billion. History Acquisitions British Market Research Bureau Limited – BMRB, which was established in 1933, London, were acquired by the group in 2009 and merged into Kantar Public in 2016. The subsidiary TGI – Target Group Index of BMRB, which was established in 1969, was split and merged into the Kantar Media brand in 2009. On 24 October 2018 it was announced that the WPP board approved the plans to sell Kantar Group. In Dec 2019, Eric Salama stepped down as the CEO of Kantar Group. Eric Salama ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Market Research
Market research is an organized effort to gather information about target markets and customers: know about them, starting with who they are. It is an important component of business strategy and a major factor in maintaining competitiveness. Market research helps to identify and analyze the needs of the market, the market size and the competition. Its techniques encompass both qualitative techniques such as focus groups, in-depth interviews, and ethnography, as well as quantitative techniques such as customer surveys, and analysis of secondary data. It includes social and opinion research, and is the systematic gathering and interpretation of information about individuals or organizations using statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making. Market research, marketing research, and marketing are a sequence of business activities; sometimes these are handled informally. The field of ''marketing resea ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Audience Measurement
Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites. Sometimes, the term is used as pertaining to practices which help broadcasters and advertisers determine ''who'' is listening rather than just ''how many'' people are listening. In some parts of the world, the resulting relative numbers are referred to as audience share, while in other places the broader term market share is used. This broader meaning is also called audience research. Measurements are broken down by media market, which for the most part corresponds to metropolitan areas, both large and small. Methods Diaries The diary was one of the first methods of recording information. However, this is prone to mistakes and forgetfulness, as well as subjectivity. Data is also collected down to the level of listener opinion of ind ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |