Kantar Consulting: Firm Overview, Careers, and Interview Insights

Kantar is one of the world’s leading data analytics and consulting firms, helping organizations understand people and shape brands through powerful insights. With a presence in more than 90 markets and over 25,000 employees, Kantar combines market research, analytics, and strategic consulting to guide business growth and decision-making. Whether you’re curious about Kantar careers or wondering what does Kantar do, this guide breaks down everything you need to know about the firm’s history, services, work culture, and interview process.

In this article, we will explore what makes Kantar a global leader in market research and a sought-after destination for aspiring consultants.

TL;DR – What You Need to Know

Kantar is a global data analytics and consulting firm that helps organizations understand consumers, measure brand performance, and drive business growth through research and insights.

• Kantar Group was founded in 1993 and has grown into a global leader in data analytics, consulting, and market research.
• The firm’s core practice areas include brand growth, analytics, innovation, customer experience, and sustainability consulting.
• Kantar careers span research, data science, strategy, and technology, offering clear growth paths for analysts and consultants.
• The Kantar interview process includes behavioral, technical, and case-based assessments designed to evaluate analytical and communication skills.
• Kantar fosters a collaborative culture with diversity programs and strong career mobility, preparing professionals for roles in consulting, tech, and business leadership.

What Is Kantar and What Does the Company Do?

Kantar is a global data analytics and consulting firm that helps organizations understand consumer behavior, measure brand performance, and make data-driven decisions. The firm combines market research, advanced analytics, and technology to deliver insights that shape strategy, drive innovation, and fuel business growth.

Kantar operates at the intersection of business, data, and human insight. Its mission is to help clients understand what people think, feel, and buy, and why. By integrating research and analytics with consulting expertise, Kantar enables companies to make smarter decisions across marketing, innovation, and customer experience.

The firm’s work spans several key areas:

• Market research and insights: Designing surveys and studies to uncover trends in consumer behavior and brand perception.
• Data analytics and technology: Leveraging AI, predictive analytics, and visualization tools to transform raw data into actionable insights.
• Brand and marketing consulting: Advising organizations on positioning, messaging, and campaign effectiveness to drive measurable growth.
• Customer experience management: Helping brands improve satisfaction and loyalty through continuous feedback and engagement tracking.

You’ll find Kantar’s influence across industries ranging from retail and healthcare to technology and finance. Its focus on connecting human understanding with data analytics makes it a trusted partner for leading global brands.

Ultimately, if you’re exploring a career in strategy, research, or analytics, Kantar offers the chance to work at the cutting edge of consumer insight and business transformation.

The History and Growth of Kantar Group

Kantar Group was founded in 1993 as the research, insights, and consultancy arm of WPP, one of the world’s largest communications and marketing organizations. Over the years, Kantar has evolved into a leading independent data analytics and consulting powerhouse, known for its deep expertise in consumer insights and brand strategy.

In 2019, Bain Capital acquired a majority stake in Kantar, marking a pivotal moment in the firm’s growth. This investment allowed Kantar to accelerate digital transformation, expand its technology capabilities, and strengthen its global consulting presence.

Today, Kantar operates in more than 90 markets, employing over 25,000 professionals across disciplines such as analytics, consulting, and market research. Its revenue exceeds $4 billion annually, supported by continuous innovation and strategic acquisitions that broaden its industry coverage.

Some of Kantar’s major milestones include:

• Expanding into emerging markets across Asia, Africa, and Latin America
• Integrating advanced analytics and AI tools into its research platforms
• Acquiring complementary firms to deepen expertise in customer experience and digital measurement
• Strengthening collaboration between its analytics and consulting divisions

Kantar’s evolution reflects a shift from traditional market research to technology-enabled, insight-driven consulting. This blend of human understanding and data intelligence defines the firm’s continued relevance in a fast-changing global business environment.

What Are the Key Practice Areas of Kantar Consulting?

Kantar Consulting focuses on helping organizations build stronger brands, improve performance, and drive growth through research-backed insights and analytics. The firm’s practice areas combine data, strategy, and technology to support decision-making across marketing, innovation, and customer engagement.

Kantar’s main practice areas include:

• Brand Strategy and Growth: Advising clients on defining, positioning, and measuring brand purpose and market impact.
• Innovation and Product Development: Supporting companies in developing new products and services through data-led consumer insights.
• Customer Experience Management: Helping organizations improve satisfaction and loyalty through personalized feedback and analytics.
• Media and Advertising Effectiveness: Measuring campaign performance and optimizing media investments across digital and traditional channels.
• Sustainability and Purpose: Guiding brands to align their values and environmental goals with consumer expectations.
• Data Analytics and Technology Solutions: Delivering advanced analytics, AI-driven insights, and integrated data platforms to improve business outcomes.

These practice areas reflect Kantar’s evolution from a market research provider to a full-scale consulting partner. The firm’s ability to combine strategic consulting with deep data expertise makes it a unique player in the global consulting landscape.

For professionals joining Kantar, these diverse practices offer career paths that span marketing analytics, strategic consulting, and digital transformation, ideal for those seeking to work at the intersection of business and data.

Which Industries and Clients Does Kantar Serve?

Kantar serves a wide range of industries, helping global organizations understand consumer behavior, optimize marketing, and make data-driven decisions. The firm’s consulting and analytics teams work with clients in nearly every major sector worldwide.

Kantar’s key industries include:

• Consumer Packaged Goods (CPG): Supporting FMCG brands with product innovation, pricing, and customer loyalty insights.
• Retail and E-commerce: Helping retailers understand shopper journeys and optimize online and in-store experiences.
• Healthcare and Life Sciences: Providing research and strategy for pharmaceutical, biotech, and medical device companies.
• Financial Services: Advising banks and insurers on brand perception, customer trust, and digital transformation.
• Technology and Telecommunications: Analyzing market trends and customer adoption to help tech firms grow.
• Media and Entertainment: Offering audience measurement, content analytics, and advertising effectiveness studies.
• Public Sector and Government: Delivering insights that guide policy development and public communication strategies.

This broad client portfolio allows Kantar to apply cross-industry learning, combining consumer understanding with analytics to solve business challenges. Whether working with startups or Fortune 500 companies, Kantar’s value lies in translating human insight into measurable business outcomes.

Kantar Careers: Roles, Growth Path, and Opportunities

Kantar careers offer opportunities to work across research, analytics, and consulting roles while helping clients make smarter decisions. The firm recruits talent from diverse backgrounds, emphasizing curiosity, analytical thinking, and collaboration.

Employees at Kantar can build careers in several areas:

• Research and Insights: Conducting qualitative and quantitative studies that drive client strategy.
• Data Analytics and Data Science: Using AI and modeling to uncover trends in consumer behavior.
• Consulting and Strategy: Advising clients on brand positioning, growth, and customer experience improvement.
• Technology and Product Development: Building platforms and tools that enhance data accessibility and insights delivery.
• Corporate Functions: Supporting business operations in finance, marketing, HR, and legal.

The typical Kantar career path follows structured levels: Analyst → Senior Analyst → Consultant → Associate Director → Senior Director → Partner. Advancement depends on performance, leadership, and technical expertise.

For students and early professionals, Kantar offers graduate programs, internships, and analyst roles focused on analytics and business problem-solving. These entry-level positions provide strong exposure to client projects and data-driven consulting work.

What Is It Like Working at Kantar?

Working at Kantar means joining a culture that values collaboration, curiosity, and continuous learning. Employees describe the environment as dynamic, global, and people-focused, with a strong emphasis on professional development.

Work-life balance at Kantar varies by team, but the company is generally known for flexibility and supportive management. Many employees enjoy hybrid work arrangements, project variety, and exposure to international clients.

Kantar also invests in training and leadership programs designed to help employees grow their consulting, analytical, and communication skills. Managers often mentor new hires, encouraging innovation and ownership of ideas.

While most teams describe the culture as inclusive and friendly, experiences can differ by office and department. Employees who thrive at Kantar tend to be proactive, analytical thinkers who enjoy solving business problems in a collaborative environment.

Inside the Kantar Interview Process and Hiring Steps

The Kantar interview process typically involves multiple rounds that assess analytical thinking, communication skills, and cultural fit. Most candidates go through a recruiter screen, an assessment, and one or two interviews with team members or managers.

A typical process includes:

• Application & Screening: Submitting an online application followed by a recruiter interview to discuss skills and motivation.
• Behavioral Assessment: Many applicants complete the Arctic Shores behavioral test, which measures personality and cognitive traits.
• Case or Technical Interview: For consulting and analytics roles, candidates may solve data interpretation or business case problems.
• Final Interview: A discussion with senior leaders focused on fit, problem-solving, and interest in Kantar’s mission.

Preparation tips for candidates:

• Understand Kantar’s service areas and recent projects.
• Practice explaining analytical reasoning clearly and concisely.
• Review case frameworks if applying for consulting positions.

The interview process is known for being structured and efficient, often completed within two to three weeks. Networking with current employees or alumni can also improve your chances of securing an interview.

How Much Do Kantar Consultants Earn?

Kantar consultant salaries vary by role, experience level, and location. On average, entry-level consultants earn around $70,000 to $80,000 annually, while senior roles and directors can make between $120,000 and $200,000 per year.

Salary ranges by level:

• Analyst: $55,000 to $70,000
• Senior Analyst: $70,000 to $85,000
• Consultant: $80,000 to $100,000
• Associate Director: $110,000 to $140,000
• Director/Senior Director: $150,000 to $200,000+

Kantar’s compensation packages often include performance bonuses, health benefits, retirement plans, and professional development support. Salaries can also vary depending on market size, client exposure, and technical expertise.

Compared to similar consulting firms, Kantar offers competitive pay for roles in analytics and strategy, with strong opportunities for advancement and global mobility.

Kantar Culture, Diversity, and Inclusion Programs

Kantar promotes a workplace culture grounded in diversity, equity, and inclusion. The firm’s global programs aim to create a supportive environment where employees of all backgrounds can thrive.

Key initiatives include:

• Inclusion and Diversity (I&D) Program: Focused on improving representation and equity in leadership.
• Global Allyship Program: Encouraging employees to champion inclusive practices and challenge bias.
• Employee Resource Groups: Providing spaces for cultural exchange, mentorship, and community engagement.

Kantar also emphasizes continuous training on inclusive leadership and cultural awareness. While the firm has made progress, employees continue to call for even stronger accountability and transparency in DEI outcomes.

These efforts reflect Kantar’s broader goal of fostering innovation through diverse perspectives, an essential element of its consulting and analytics success.

Career Growth and Exit Opportunities After Kantar

Career growth at Kantar is supported by structured promotion paths, leadership programs, and exposure to international clients. Employees can move across analytics, consulting, and business development roles, building both technical and managerial skills.

Many professionals use their Kantar experience as a launchpad into roles in consulting, marketing, data science, or corporate strategy. Common exit paths include:

• Strategy and management consulting firms
• Big Tech and digital analytics companies
• Client-side roles in marketing or insights teams
• Startups and entrepreneurial ventures

Kantar alumni often credit their time at the firm for developing analytical thinking, client management, and leadership capabilities that accelerate future success.

Frequently Asked Questions

Q: Is Kantar a good company?
A: Yes, Kantar is widely considered a good company, known for its strong culture, professional growth opportunities, and focus on data-driven consulting. Many employees value Kantar careers for the firm’s collaborative environment and global exposure in market research and insights.

Q: Who are Kantar’s competitors?
A: Kantar’s main competitors include NielsenIQ, Ipsos, GfK, and McKinsey’s marketing analytics teams. These firms also specialize in market research, consumer behavior analysis, and consulting insights for global brands.

Q: Is Kantar an IT company?
A: Kantar is not an IT company; it’s a leading data analytics and market research firm. Kantar consulting services focus on consumer insights, brand tracking, and advertising intelligence rather than software development or IT services.

Q: Why is Kantar calling me?
A: If Kantar is calling you, it’s usually for legitimate survey research or audience measurement. The Kantar Group conducts studies on consumer opinions to support clients in improving products, marketing, and advertising effectiveness.

Q: Is Kantar genuine?
A: Yes, Kantar is a genuine global consulting and market research firm. However, be cautious of fake survey scams, always verify that the communication comes from an official Kantar Group domain before sharing any personal information.