Directory entry
Kantar (Synthetic Data Boosting / Digital Twins within brand programs)
Major research and brand guidance firm applying synthetic data methods (boosting, imputation, digital twins) within large-scale brand programmes with an emphasis on limitations and validation.
Website: kantar.com
Major research and brand guidance firm applying synthetic data methods (boosting, imputation, digital twins) within large-scale brand programmes with an emphasis on limitations and validation.
Typical use cases
- Boosting small subgroups in brand tracking
- Imputation to reduce questionnaire length while expanding coverage
- Digital-twin-style scenario exploration grounded in program data
Pros
- Strong methodological framing and clarity on limitations
- Good fit for ongoing tracking programs that benefit from boosting/imputation
- Enterprise-scale data ecosystem and brand research expertise
Cons / cautions
- Less likely to be a standalone self-serve synthetic panel product
- Best outcomes typically require integration into larger research programs
- May be overkill for early-stage teams looking for lightweight tools
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