atypica vs Kantar: AI Research Tool vs Global Insights Giant

Key Difference in One Line

Kantar provides "global brand and consumer data" (80 countries, 150M consumer panel), atypica provides "rapid deep insights" (3-4 hour understanding of user "why").

Core Differences

Dimension	Kantar	atypica
Positioning	Global insights, consulting, and data company	AI user research platform
Data Scale	80+ countries, 150M consumer panel	300K+ AI personas
Core Capability	Brand tracking + consumer panels + media measurement	Deep interviews + discussion + observation
Data Type	Large-scale quantitative data + trend tracking	Deep qualitative insights
Time	Continuous tracking/periodic reports	3-4 hour complete research
Cost	Enterprise subscription/project-based (high budget)	Subscription (affordable for mid-size teams)
Products	Kantar Marketplace self-serve + expert services	Fully self-serve AI platform
Use Cases	Large brands, cross-country research, continuous monitoring	Fast decisions, product validation, deep understanding

atypica's Unique Value

1. Deep Insights, Not Just Trend Data

Kantar's strengths:

Large-scale brand tracking (BrandZ, etc.)
Consumer panel data (purchase behavior)
Media measurement and ad effectiveness
Market share and trend analysis

Kantar's limitations:

Tells you "brand performance" and "market trends"
Can't tell you "why churn" or "why not buying"
Data dimensions, not insight depth

atypica's capability:

AI deep interviews (dig into "why")
3000+ word conversations per person
Understand purchase motivations and decision barriers
Discover unexpected insights

Case comparison:

Using Kantar:

Brand tracking data (quarterly):- Brand awareness: From 65% down to 58%- Purchase intent: From 45% down to 38%- Young demographic (18-25) serious churn→ Know "what happened," don't know "why"

Using atypica:

Deep interviews with young churned users:User A: "It's not that I don't know your brand, I just think it's 'outdated.'       Packaging, marketing all look like they're for my parents."User B: "Competitors cost 10% more, but packaging is Instagram-worthy.       Yours is cheaper, but showing it would get me laughed at for being 'uncool.'"→ Real problem: Not product quality, but brand aging + lacking social attributes→ Solutions:  1. Redesign packaging (make younger)  2. Marketing shift to social scenarios  3. Co-brand with trendy brands (change brand perception)→ Expected: Young demographic awareness recovery and growth

The difference: Kantar tells you "what happened," atypica tells you "why" and "how to fix."

2. Fast Decisions, No Long Cycles

Kantar's model:

Subscription service (annual contracts)
Periodic reports (quarterly/annual)
Large-scale data collection
Suited for continuous monitoring

atypica's model:

Instant deep research (3-4 hours)
Launch anytime
Rapid deep insights
Suited for agile decisions

3. Cost Control, Accessible to Mid-Size Teams

Kantar's threshold:

Enterprise subscription/project-based
Annual contracts, relatively high budget

Kantar Marketplace:

Starting at £250 (relatively accessible)
But mainly quantitative testing

atypica's advantage:

Subscription, affordable
Unlimited deep research
Suited for: Startups, mid-size brands, product teams

What Kantar Can't Do

1. Can't Understand "Why"

Kantar's data:

Brand awareness, purchase intent
Market share, trends
Consumer behavior data

Missing:

Why brand awareness declining
Why churning
Deep motivations and barriers

atypica supplements:

Deep interviews understand motivations
Dig into churn reasons
Discover optimization paths

2. Can't Rapidly Explore New Directions

Kantar's requirement:

Product must be launched
Need quarterly/annual data accumulation

atypica's capability:

Can validate at concept stage
3-4 hour rapid feedback
Suited for new product exploration

3. Marketplace Is Mainly Quantitative

Kantar Marketplace:

Quick insights platform (hours)
Starting at £250 (relatively accessible)
But mainly quantitative testing

atypica's difference:

Deep qualitative research
AI probes "why"
Dig into unexpected insights

Why Choose atypica

Deep insights: Understand "why," not just "what the data is"
Fast decisions: 3-4 hours vs quarterly reports
Cost control: Affordable for mid-size teams
Exploration-friendly: Can validate at concept stage
Strategic support: Not just data, but execution recommendations

Real-World Case

Background: New beverage brand, Kantar data shows low awareness.

Using Kantar:

Quarterly report shows: Brand awareness 15% (category average 40%)
But don't know why low or how to improve

Using atypica:

Deep interviews with 20 target users (3 hours)
Discover real problems: Unprofessional packaging + unclear differentiation + high pricing
Strategic recommendations: Redesign packaging + marketing highlights unique ingredients + pricing adjustment
Post-execution: Next quarter Kantar data validates effectiveness

atypica's value: Kantar tells you "low awareness," atypica tells you "why low + how to improve."

Common Questions

Q: Can atypica replace Kantar?

Not a replacement, but complementary. Combined use:

Kantar monitors brand performance (discover problems)
atypica deep research (understand reasons)
Optimize strategy execution
Kantar validates effectiveness (track results)

Q: When do you absolutely need Kantar?

If you need:

✅ Global brand health tracking
✅ Multi-country consumer panel data
✅ Media measurement and ad effectiveness
✅ Industry benchmarks and competitor comparisons
✅ Continuous market monitoring

But if you need to understand "why," quick validation, strategic decisions → atypica is more suitable.

Final Takeaway

Kantar provides "brand and market data" (tells you what's happening), atypica provides "user insights" (tells you why + how to improve). Data is the dashboard, insights are the steering wheel.

atypica's core value: Understand the "why" behind Kantar data.

Sources: Kantar Global | Kantar Marketplace | Kantar Pricing