How can Kantar improve its Brand Lift studies to provide more actionable insights for digital advertising campaigns?

Introduction

To improve Kantar's Brand Lift studies for more actionable insights in digital advertising campaigns, we need to analyze the current product, identify pain points, and develop innovative solutions. I'll approach this by examining user segments, analyzing pain points, generating solutions, and proposing metrics for measurement.

Step 1

Clarifying Questions

• Looking at Kantar's position in the market research industry, I'm curious about the competitive landscape. Could you share insights on how Kantar's Brand Lift studies compare to other major players like Nielsen or comScore?

Why it matters: Helps identify unique selling points and areas for differentiation Expected answer: Kantar has strong methodology but lags in real-time insights Impact on approach: Would focus on improving speed and agility of insights delivery

• Considering the evolving digital advertising ecosystem, I'm wondering about the current data sources for Brand Lift studies. What types of data (first-party, third-party, etc.) does Kantar currently use, and are there any limitations or challenges with data access?

Why it matters: Determines potential for expanding data sources or improving data quality Expected answer: Primarily third-party data with some limitations on granularity Impact on approach: Would explore partnerships or technologies to enhance data depth

• Given the rapid changes in consumer behavior, especially post-pandemic, I'm interested in understanding the frequency of updates to Kantar's Brand Lift methodology. How often are the models and metrics reviewed and updated?

Why it matters: Indicates adaptability and relevance of current insights Expected answer: Annual review with ad-hoc updates for major market shifts Impact on approach: Would consider implementing more frequent, automated updates

• Thinking about the end-users of Brand Lift studies, I'm curious about the current format and delivery of insights. How are results typically presented to clients, and what feedback have we received on the usability of these reports?

Why it matters: Highlights potential areas for improving insight delivery and actionability Expected answer: PDF reports with some interactive dashboards, clients requesting more real-time and actionable formats Impact on approach: Would focus on developing more dynamic, real-time reporting tools