The evolution of market research into “Brandtech”

Kantar, a data, insights and consultancy company, demonstrated the benefits of brandtech.

Introduction

The research world of today barely resembles what it looked like even five years ago. Major external stressors, from technology revolutions to financial crunches and global pandemics, have fundamentally altered our industry's landscape. Many in the i insights research primarily aided by technology and AI as necessary hygiene factors. It is impossible to conduct forwardthinking, future-proof research without technology—i.e. without thinking in terms of