Kantar Unveils AI-Driven Qualitative Tool to Decode Human Insights

Kantar is set to introduce a new qualitative research solution, “Kantar Converser,” aimed at helping brands move beyond fragmented data toward deeper human understanding.

The company will showcase the tool during an upcoming webinar on April 16, targeting APAC audiences. The session will feature insights from Tara Prabhakar, Shalini Mukerji, and Paru Minocha.

Kantar Converser is positioned as an AI-powered qualitative platform that enables one-to-one, AI-moderated conversations at scale. The solution is designed to capture authentic consumer emotions, motivations, and context in participants’ own words, addressing a long-standing challenge in market research—understanding the “why” behind behavior.

According to the company, the platform combines artificial intelligence with its proprietary research expertise to transform scattered signals into structured narratives. This allows brands to access faster and more connected insights, while also reaching broader and harder-to-engage audiences.

The launch reflects a broader shift across the marketing industry, where data volume is increasing but actionable insight remains limited. As omnichannel strategies expand, integrating qualitative intelligence is becoming critical to complement quantitative signals and improve decision-making.

Kantar said the webinar will also be available on demand, signaling its intent to scale adoption of AI-driven qualitative research globally.