Global Roll-Out for 'Kantar Live' Rapid Qual-Quant Tool
June 9 2025
Kantar is to launch its 'Live' offer in 45 markets a week from today, promising 'qualitative research at quantitative scale.'
Kantar Live was developed by the group's experts in China, and provides real-time moderated sessions combining quantitative polling, qualitative depth, AI-powered analysis and the company's expertise. The group says it 'fills a growing need for hybrid research that delivers both depth and speed, without compromising on quality.' Specifically, clients get:
- Online, expert-moderated sessions with between 75 and 100 nationally recruited or targeted respondents
- Integrated quant-qual techniques, combining polling questions with in-depth discussion for 'nuanced understanding'
- expert analysis enhanced by AI as the conversation unfolds
- Tailored discussion guides, built around strategic business objectives , and
- Rapid delivery of results, including a same-day debrief, an executive summary within 24 hours, and an optional in-depth workshop within 72 hours.
The group says this new offer complements its
LINK+ early creative development offer, offering further exploration and optimisation of concepts via real-time qual; and is also compatible with its ConceptEvaluate and ConceptEvaluate AI innovation tools.
Will Galgey, Global MD of Solutions & Platforms, says the launch is 'a natural evolution', bringing together the best of what the group already does in a more agile and accessible format. He comments: 'The world is moving so quickly that brands are looking for faster, more agile research they can act on - without compromising on depth or quality. Kantar Live fills that gap in the market by combining the depth of qualitative insight with the scale of quant in a single, real-time experience. It brings a new level of immediacy and clarity to understanding consumers, while demonstrating how Kantar is leading the evolution of insight through AI-enhanced, hybrid approaches.'
Home page:
www.kantar.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
