Global insights company Kantar has created the Kantar Brand Growth Lab, its first Research & Development hub in Asia, as part of a three-year collaboration with the Singapore Economic Development Board (EDB).
The Lab will focus on advanced analytics and harnessing the power of big data, artificial intelligence and machine learning to unlock deep insights that fuel brand growth. As part of the newly announced Kantar Analytics Practice, the Lab will have a strong innovation mandate and will spearhead globally significant projects that aim to transform siloed, typically unstructured and un-contextualised data into insights that drive customer-centric decision-making and sustainable growth.
Eric Salama, CEO, Kantar, 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.”
Hernan Sanchez, Managing Director of the Kantar Brand Growth Lab, added, “Most companies have a wealth of data at their disposal that only becomes truly powerful when it is put to work effectively. One current project assesses a brand’s performance from generating consumer attention through acquisition to adherence, and will allow businesses to identify the bottlenecks inhibiting growth, highlight areas for investment, and guide marketing decisions to unlock sales growth. Brands no longer have to rely on hunches, but can instead substantiate their decisions based on intelligent analytics.”
In addition to the lab’s innovation mandate, the collaboration between Kantar and EDB will also include the hiring of data scientists and business designers, thus developing a strong pipeline of Singapore-based talent and expertise in this space. This also seeks to foster Asian-led innovation in creating solutions that will support global clients in growing their brands.
The creation of the Kantar Brand Growth Lab follows the establishment of similar analytics labs in London and Frankfurt, and the launch of Singapore’s Professional Services Industry Transformation Map (ITM). The ITM, an inter-agency effort led by EDB, charts out the transformational roadmap to develop Singapore into a globally-leading Professional Services industry driven by innovation and partnerships.
Kelvin Wong, Assistant Managing Director, EDB, said, “We are delighted that Kantar has chosen Singapore to locate its first advanced analytics hub in Asia. Singapore’s professional services sector is growing, and Kantar’s decision is testament to this. The lab’s innovation mandate is in line with the Professional Services ITM launched in January this year, which seeks to drive innovation in the industry and equip the workforce with specialised skillsets in high-growth areas such as data science, analytics, and artificial intelligence.”
Tim Kelsall, Chief Client Officer at Kantar in APAC and member of the Global Kantar Innovation Board, which develops group-wide innovation priorities and platforms to guide Kantar’s long-term strategy and investment, said, “The launch of Brand Growth Lab in Singapore highlights the strategic importance of the country as a base for developing world-class services that can be exported regionally. Kantar was recognised as the most innovative research and insights company in the latest GRIT50 report, and we are committed to developing the specialised skillsets needed to maintain this position.”