WPP-owned insights firm Kantar has created its first research and development hub in Asia in a three-year deal with the Singapore Economic Development Board (EDB).
The Kantar Brand Growth Lab will focus on advanced analytics and look to exploit big data, artificial intelligence and machine learning to discover insights for brands.
The lab forms part of the recently announced Kantar Analytics Practice that aims to combine an understanding of consumers with deeper analysis of data.
Kantar said the lab will have a “strong innovation mandate” and transform typically jumbled data into information that will enable brands to make “customer-centric decision-making” that delivers sustainable growth.
Kantar chief executive Eric Salama said: “Businesses are data-rich but insight-poor. The metrics they measure allow them to drive impact in the short-term, but fail to provide the holistic understanding that can effectively direct long-term strategy.
“Kantar is unique in having the most complete view of consumers across the entire demand cycle. The Lab will be an integral part of our mission to unlock the power of this data, and reveal the deeper insights that fuel growth.’
Kantar Brand Growth Lab managing director Hernan Sanchez said data only becomes powerful when it’s used effectively and does not rely on “hunches”.
He said one current project assesses a brand’s performance from generating consumer attention through acquisition to adherence.
“It will allow businesses to identify the bottlenecks inhibiting growth, highlight areas for investment, and guide marketing decisions to unlock sales growth,” he said in a statement. “Brands no longer have to rely on hunches, but can instead substantiate their decisions based on intelligent analytics.’
The creation of the Kantar Brand Growth Lab follows the establishment of similar analytics labs in London and Frankfurt.