Kantar Marketplace review
A self-serve research platform with verified audiences, advanced analysis and benchmarks.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Kantar Marketplace is an automated market research platform for insights professionals, marketers and agencies. It supports self-serve or expert-assisted studies across advertising, innovation and product development, media, brand insights and customer experience. Tailorable surveys, verified respondent audiences and access across more than 80 countries make it suited to teams running consumer studies that need structured research workflows and benchmarked results.
The platform’s strongest fit is for teams that need more than survey collection. Visual analytics dashboards support project review, while multi-project comparison, custom tables and editable PowerPoint and Excel exports extend the work into analysis and reporting. Kantar norms and benchmarks add context for interpreting results, and the published capabilities include panel access, conjoint analysis and advanced reporting. Buyers looking for a narrow survey tool may not need this broader analysis layer; research teams comparing studies or working across recurring programs are more likely to benefit.
Pricing is organised around two plans. Pay as you go is intended for one-off projects and supports self-serve or expert service, with payment using credits or prepaid assets. Save when you commit is designed for bulk purchasing, centralised budget management and upfront commitments usable on any project. Access controls and permissions support managed workflows, while 24/7 technical support and a Help Centre provide operational assistance. Kantar Marketplace is a strong choice for benchmark-led, self-serve research with optional expert help, but teams that require native desktop or mobile platform coverage should look elsewhere.
Kantar Marketplace pros and cons
- Where it wins
- Verified respondent audiences with panel and conjoint access
- Custom tables, dashboards and editable PowerPoint and Excel exports
- Kantar norms, benchmarks, permissions and 24/7 technical support
- Where it doesn't
- Pricing is handled through contact sales rather than published amounts
- Coverage is limited to the web platform
- Capabilities may vary by solution and market
Kantar Marketplace fact sheet, pricing and score →
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