Kantar unveils brand analytics solution
The approach is designed to help organisations understand which experiences have the greatest influence on brand perceptions and commercial outcomes.
Kantar has launched Kantar Experience Impact, a customer experience solution powered by the Qualtrics platform that connects customer experiences with brand strength to help organisations identify where experience investments can support growth.
The solution combines Kantar's Meaningful Different Salient framework with Qualtrics' Experience Management Platform, bringing customer experience, brand and operational data into a single view.
Kantar Experience Impact connects CX and brand data
Kantar says organisations often measure customer experience, brand tracking and operational performance separately, making it difficult to determine which interactions have the greatest effect on brand strength. Experience Impact brings these perspectives together to help leaders link customer experience decisions with brand outcomes.
The solution enables organisations to benchmark their performance against competitors, identify factors influencing consumer perceptions and prioritise actions that can strengthen brand equity. It is designed for customer experience, marketing and insights teams assessing where experience investments can have the greatest impact.
Solution identifies customer touchpoints that drive growth
Unlike CX programmes focused solely on existing customers, Kantar Experience Impact incorporates views from customers and non-customers to assess how experiences influence brand perceptions across the wider market. Organisations can also combine voice-of-customer, operational and brand data to examine both performance and its underlying drivers.
An early pilot with a European telecommunications company found the largest perception gap among first-year customers, highlighting onboarding as an important stage in how the brand was evaluated.
Mark Chamberlain, Global Head of Customer Experience, Kantar: "We know that brands with meaningfully different experiences are 2.5 times more likely to significantly grow their market share. And while many organisations are collecting CX signals, too few understand how these shape their brand and connect to commercial outcomes. Kantar Experience Impact changes that. We've brought together Kantar's expertise in understanding how brands grow with Qualtrics power and scale to give organisations that clear picture so that for the first time, leaders can see not only how they're performing but exactly where to invest next for growth."
Kantar and Qualtrics target experience-led brand growth
The solution is intended to bring customer experience and brand teams closer together by showing how individual interactions contribute to broader perceptions of a company. It combines Kantar's brand growth research with Qualtrics' experience management capabilities.
Adam Block, Chief Sales Officer, Qualtrics: "For too long, CX and brand teams have worked from different playbooks. Kantar Experience Impact brings them together. By pairing Kantar's proven understanding of how brands grow with Qualtrics’ industry-leading Experience Management Platform, we're giving organisations an integrated view of how every interaction shapes the way their brand is perceived, and the confidence to act on it. It's a great example of what Kantar and Qualtrics can achieve together, and we're proud to bring it to market on World CX Day."
Solution targets experience-led growth sectors
Kantar Experience Impact was developed in partnership with Qualtrics and is available through the Qualtrics platform and marketplace. The solution targets sectors where customer experience has a significant influence on growth, including retail, financial services, telecommunications, healthcare, travel and hospitality.
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