Kantar Group is a data and consulting company headquartered in London. Operating in 100 countries, it conducts various different types of research. Market research is essential for businesses and their strategy so they can have the necessary information for their target market. In 2021, they were the fifth leading market research company worldwide in terms of revenue. In the same year, the company generated a market research revenue of almost 606 million U.S. dollars in the United States. When divided into geographic regions, the majority of he research revenue accrued by Kantar came from outside the United States.
Market research in the United States
The United States created the vast majority of the global revenue of the market research industry in 2021, more than double that of Europe.