← Vendor Landscape
Kantar
Brand Lift
Global market research and brand tracking group (majority-owned by Bain Capital) offering survey-based brand health and campaign effectiveness measurement, including its Brand Lift Insights / LIFT product.
Visit vendor website ↗Research and measurement consultancy, typically engaged on an ongoing tracking or study basis.
Ownership note
Kantar divested its Kantar Media division to H.I.G. Capital (~$1B, completed 4 August 2025); Kantar Media has since rebranded as Fifty5Blue and is no longer part of Kantar. Kantar's brand-tracking/brand-lift business (relevant to this lab) was not part of that sale and remains under Kantar.
Typical customer problem
We need ongoing brand health tracking and campaign effectiveness measurement, not just a one-off study.
Typical customer type
Large advertisers with established, recurring brand tracking programs.
Things to evaluate
- Whether the engagement is a one-off study or a recurring tracker
- Methodology transparency and sample design
- Cost relative to scope and reporting cadence
- Overlap with existing internal or platform-native brand measurement
- Don't confuse with 'Kantar Media' — see ownership note