Kantar is a global data, insights and consulting company that helps brands and organisations understand consumer behaviour, measure brand performance and drive growth through market research, analytics and strategic consulting. The UK operating parent is The Kantar Group Limited. Founded in 1992 as WPP's market research division, it expanded through acquisitions including Millward Brown, TNS and Added Value before consolidating dozens of legacy research brands under a single Kantar identity in 2019. That same year WPP sold a 60% majority stake to Bain Capital Private Equity at a valuation of roughly $4bn, retaining around 40% — the ownership structure still in place in 2026. The group has since reshaped its portfolio, divesting Kantar Public in 2022 and Kantar Media to H.I.G. Capital in January 2025, acquiring Numerator in 2021, and folding its Worldpanel consumer-panel business into Numerator in 2025. Kantar employs roughly 20,000 people across about 90 markets and runs a Consulting practice covering brand strategy, foresight, innovation and commerce.