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Specifically, consumer insights is a field that focuses on analyzing market research and acting as a bridge between research and marketing departments within a company. [1] Consumer insight is the intersection between the interests of the consumer and the features of a brand. Its main purpose is to understand why the consumer cares for the ...
Kantar Group Ltd. is an international market research company based in London, England. It was founded in 1992, and has approximately 30,000 employees across over 90 countries working in various research disciplines, including brand guidance, brand strategy, social media monitoring, advertising effectiveness, consumer and shopper behaviour,design strategy and public opinion.
Scarborough [1] is a United States–based market research company that measures shopping patterns, media usage across platforms, and lifestyle trends of adults. Specializing in local and national consumer research, Scarborough measures over 100 local markets in the United States. Scarborough is headquartered in New York City.
The company was acquired by the Dun & Bradstreet Company (D&B) in 1984. [9] In 1996, D&B divided AC Nielsen into two separate companies: Nielsen Media Research, which was responsible for TV ratings, and ACNielsen Corporation, which was responsible for consumer shopping trends and box-office data. [10]
It was no longer sufficient to follow trends in web behavior or track sales data; companies now needed access to consumer behavior throughout the entire purchase process. This meant the Marketing Research Industry, again, needed to adapt to the rapidly changing needs of the marketplace, and to the demands of companies looking for a competitive ...
In March 2021, the Company announced an agreement to acquire Linkfluence, a French SaaS company which uses artificial intelligence to algorithmically mine social media for consumer insights. [30] In April 2021, the Company announced an agreement to acquire their long-time partner, Klear, the market leader in the influencer marketing space. [31]
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Research Live - industry news, opinion, special reports and feature articles for market and social researchers, data analysts and consumer insight professionals. [11] Research Buyer’s Guide - Used by client researchers and procurement professionals, RBG is the source of accredited research suppliers in the UK and Ireland. [1] [12]
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