Kantar Lighthouse unveils a Geo-Demographic targeting tool for enhanced business performance
Kantar Sri Lanka – the local arm of Kantar Global – world’s leading analytics and insights company, recently hosted – ‘Kantar Lighthouse’ at Taj Samudra Colombo, welcoming over 200 of its clients and partnerssharing invaluable insights on current consumer trends andinventive research solutions.
The highlight of the night was the launch of Kantar’s innovative, breakthrough product –Kantar Geo-Demographics,which will revolutionize the landscape of big data, consumer trends and market insights for Sri Lanka-focused brands.
The product is expected to meet the growing demands of industry leaders, particularly with digitalization and the push for tech-driven insights and audience mapping.The launch unveiled the product with practical demonstrations on how to utilize the Geo-Mapping technology to identify potential demographic hotspots.
Addressing a packed audience of industry leaders, Head of Kantar Sri Lanka – Himalee Madurasinghe, emphasized the need to explore innovative solutions through creative thinking to face the multiple challenges the businesses are facing today. She said, “In times of change, we may have to re-validate our brand’s purpose and its reason for existence, making it sharper, compelling, and more relevant to the current environment. Our strategies must be designed to cope with the realities of our time and make a better tomorrow for people. We are pleased to unveil some potential tools that will help connect with consumers at the deepest level possible and thereby enhance the effectiveness of the business strategies of our clients.”
Addressing the audience,Executive Managing Director, Insights Division, South Asia – Deepender Rana, stated: “As we continue to navigate an unpredictable landscape, it is essential to have a clear understanding of shifts in consumer behaviour. The explosion of media options has presented a challenge for marketers to remain creative and stay ahead of the curve. The consumer journey has evolved now and is dynamic and nonlinear, requiring a proactive approach to marketing strategies. Several tools that Kantar offers enable the marketer to make informed decisions”. Rana stressed that the use of digital analytics to navigate the digital ecosystem with the objective of unlocking growth is imperative.