# Kantar: how AI models rank it, November 2026

Gane Index, November 2026 Edition. Named in 5 judge labels across 2 categories by 4 of 14 models. Page: https://www.gane.ai/index/gtm/vendors/kantar

## Standing by category

| Category | Share | Rank | Negative rate | Labels |
|---|---|---|---|---|
| [Attribution and marketing mix modeling](https://www.gane.ai/index/gtm/marketing/attribution-mmm/index.md) | 0% | 99 | 33% | 3 |
| [Audience and consumer insights platforms](https://www.gane.ai/index/gtm/marketing/audience-and-consumer-insights/index.md) | 0% | 195 | 100% | 2 |

## What the models said for it

- "Global scale; strong in media and consumer insights." (Grok 4.20, Attribution & MMM)

## And against it

- "Doubts about ad effectiveness and tracking accuracy; some users report findings that don't align with real-world results. Expensive for what you get" (Grok 4.20, Audience insights)
- "costs significantly less than enterprise giants (like Nielsen or Kantar)" (Qwen 3.7 Flash, Audience insights)
- "Legacy agency models are credible but often slow, heavy, and expensive." (Mistral Small, Attribution & MMM)

## By model

| Model | First choice | Alternative | Mention | Warning | Labels |
|---|---|---|---|---|---|
| Claude Haiku 4.5 | 0 | 0 | 0 | 0 | 0 |
| GPT-5.4 mini | 0 | 0 | 1 | 0 | 1 |
| Gemini 3.5 Flash | 0 | 0 | 0 | 0 | 0 |
| Perplexity Sonar | 0 | 0 | 0 | 0 | 0 |
| Grok 4.20 | 0 | 1 | 0 | 1 | 2 |
| Mistral Small | 0 | 0 | 0 | 1 | 1 |
| DeepSeek V4 Flash | 0 | 0 | 0 | 0 | 0 |
| Llama 4 Maverick | 0 | 0 | 0 | 0 | 0 |
| Qwen 3.7 Flash | 0 | 0 | 0 | 1 | 1 |
| Kimi K2 | 0 | 0 | 0 | 0 | 0 |
| GLM 4.7 FlashX | 0 | 0 | 0 | 0 | 0 |
| MiniMax M2.5 | 0 | 0 | 0 | 0 | 0 |
| GPT-6 Luna | 0 | 0 | 0 | 0 | 0 |
| Muse Glimmer 30B | 0 | 0 | 0 | 0 | 0 |

## Sources returned with these answers

The sites and pages cited by the answers that named Kantar, from 22 of the 24 answers that named it (only the models that return a source list).

### Domains cited

- g2.com: 11
- gane.ai/index: 8
- gwi.com: 5
- listenlabs.com: 5
- userintuition.ai: 4
- aboutmartech.com: 3
- alium.io: 3
- appsflyer.com: 3
- behaviolabs.com: 3
- circana.com: 3

### Pages cited

- https://www.gane.ai/index/gtm/marketing/audience-and-consumer-insights/smb: 5
- https://userintuition.ai/posts/best-consumer-insights-platforms: 4
- https://g2.com/categories/audience-intelligence-platforms: 3
- https://g2.com/categories/consumer-insights-platforms: 3
- https://gwi.com/: 3
- https://objectiveplatform.com/blog/marketing-mix-modelling-solutions-compared: 3
- https://rwazi.com/blog/consumer-insights-platforms-compared: 3
- https://vexpower.com/mmm/marketing-mix-modeling-software: 3

## The company

Kantar Group; https://www.kantar.com; London, Brazil; founded 1963; about 25,500 employees. From Wikidata, fetched 2026-09-14.

## What it publishes

Every page kantar.com exposes, read 2026-09-29: 11534 addresses. By kind, pages and the last 90 days:

- blog: 66 pages, 0 in the last 90 days, latest undated
- case study: 2 pages, 0 in the last 90 days, latest undated
- webinar or virtual event: 101 pages, 0 in the last 90 days, latest undated
- conference or event: 9 pages, 0 in the last 90 days, latest undated
- report or ebook: 32 pages, 0 in the last 90 days, latest undated
- comparison: 6 pages, 0 in the last 90 days, latest undated
- template or tool: 2 pages, 0 in the last 90 days, latest undated
- glossary or explainer: 25 pages, 0 in the last 90 days, latest 2025-11-06
- podcast or video: 222 pages, 0 in the last 90 days, latest undated
- news or press: 281 pages, 0 in the last 90 days, latest undated
- Recent: 2025-11-06 glossary or explainer: What is an omnibus survey pf https://www.kantar.com/inspiration/research-services/what-is-an-omnibus-survey-pf

## Record

- Method: https://www.gane.ai/index/gtm/methodology
- License: CC BY 4.0. Cite as Gane Index, November 2026 Edition, www.gane.ai/index/gtm.