Kantar has introduced a new AI-driven research platform, Kantar Live, designed to provide qualitative research at a quantitative scale. The solution aims to deliver real-time consumer insights, allowing marketers to make swift and informed decisions.

Kantar Live facilitates online research sessions with up to 100 respondents, integrating both qualitative and quantitative research techniques. The platform offers expert analysis enhanced by artificial intelligence and tailored discussion guides aligned with strategic business objectives.

The platform is positioned to assist marketers in making fast, confident decisions based on consumer insights. Kantar Live promises a same-day post-session debrief, an executive summary report within 24 hours, and an optional in-depth workshop within 72 hours.

Kantar Australia Head of Qualitative, Carolyn Reid, described Kantar Live as "ideal for marketers to access real-time, in-depth consumer insights through powerful qualitative approaches at a quantitative scale to make fast, confident decisions based on what people really think and feel."

"Marketers and insights specialists can co-create and shape innovation ideas into refined, written draft concepts that they can confidently develop further. Kantar Live also allows them to optimise innovation concepts with clear direction on those ready to move forward in the innovation pipeline, and fine-tune creative concepts to ensure that the strongest ones are validated and ready to advance to the next stage in development," she said.

Kantar Live complements Kantar's existing tools, LINK+ and ConceptEvaluate, which support early-stage creative and innovation concept development. The platform is designed to fill a growing need for hybrid research that delivers both depth and speed without compromising on quality.

"Ultimately, it is about turning insight into action," Reid said. "Kantar Live delivers a same day post-session debrief, executive summary report within 24-hours, and optional in-depth workshop within 72 hours. It combines Kantar's proprietary frameworks, best-in-class qualitative expertise, and advanced AI engineering, and fills a growing need for hybrid research that delivers both depth and speed, without compromising on quality."

Unilever's Dove team utilised Kantar Live in developing Dove's new Emule Deodorant. Global CMI Manager at Dove International, Europe, Rina Palacio, commented: "Kantar Live gave us real-time responses and data analysis that really showed us what was and wasn't appealing to customers. This helped us shape the concepts and have a better understanding of the market."

Global Managing Director, Solutions and Platforms at Kantar, Will Galgey, highlighted the platform's role in addressing the need for faster, more agile research.

"The world is moving so quickly that brands are looking for faster, more agile research that they can act on - without compromising on depth or quality. Kantar Live fills that gap in the market by combining the depth of qualitative insight with the scale of quant in a single, real-time experience," he said. "It brings a new level of immediacy and clarity to understanding consumers, while demonstrating how Kantar is leading the evolution of insight through AI-enhanced, hybrid approaches. For our clients, it means sharper, more holistic learnings that keep pace with the speed of change. For us, it's a natural evolution: bringing together the best of what we already do in a more agile and accessible format."