Evidence-based reads | January 2024

How can you drive brand growth through innovation? Why should you connect Innovation with the rest of the business?

Download our latest Innovation guide, infused with data-driven insights from our experts and case studies from successful brands such as L'Oréal, McDonald’s, Haleon, Coca-Cola, Pets at Home, Baileys and more. Get your free copy

AI 2030: Benchmarking Insights in the AI Era of Human+

With AI now in the mix, insights organisations must ask themselves whether research skills are still relevant; what will AI do better and how AI will enable insights professionals to do better as a result. Read the first article in a series about the impact of AI on key areas of Insights, along with implications for the commercial and business role of insights leaders.

Is Shein a shoo-in for growth?

In 2023, Shein was the top newcomer in the Kantar BrandZ Top 100 Most Valuable Global Brands ranking, at No.70 with a brand value of $24.3bn. That growth has continued as the brand’s popularity has skyrocketed. Read more about how Kantar’s BrandSnapshot data identifies Shein as a high-growth potential brand

Businesses will need a complete picture for 2024

In the modern business landscape, where data is at our fingertips and change is all around us, companies are constantly presented with a dichotomy: aligning strategies with overarching, macro trends while ensuring the granularity of understanding at the micro level. Read more

Webinar of the month

Are you successfully treading the fine line between greenwashing and greenhushing? Find out how consumers view brand activity on sustainability at Kantar’s global online Making Sustainability Real event and help ensure you don’t over claim or become too frightened to celebrate your successes.

A 3-day digital conference from 6th to 8th February 2024. Book your session (running both AM and PM GMT)

Podcast of the month

How has TikTok become such an essential platform for brands?

Jorge Ruiz, Global Head of Marketing Science at TikTok, explains to Kantar’s Jane Ostler how the platform is working to ensure that it meets the need of both brand and performance marketers as well as securing its place within the media mix. Tune in now

Chart of the month

The importance of attention keeps growing in the industry, but there is a discrepancy in how to measure it. Learn more about this trend and what 2024 can look like for attention.

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