Kantar unveils Digital Mirror to reflect the true colors of customer segments

13 March 2023
Kantar, the world’s leading marketing data and analytics company, today announces the launch of Digital Mirror, an advanced analytics solution developed through iLab – the company’s open innovation ecosystem – in partnership with Audiense and Coca-Cola.  

Digital Mirror uses the latest Natural Language Processing (NLP) technology and advanced Graph & Correspondence Analysis to discover emerging trends and map them to traditional ‘offline’ consumer and product segmentations. By decoding digital footprints using AI, brands can understand people more holistically, from unknown personality traits to emerging trends and detailed media consumption habits. Digital Mirror’s unique insights have proved to be a game changer in accelerating product innovation, anticipating potential market disruptions, reimagining brand communications, and targeting strategies through social media and Demand Side Platforms (DSPs). 

Cynthia Vega, Global Head Dx Analytics & iLab Partnerships at Kantar, commented: “Digital Mirror is a testimony to our unshakable belief in open innovation and the value of bringing together brands and diverse partners to disrupt traditional marketing research. The beauty of our solution is that it combines Kantar’s deep understanding of consumers everywhere, new meaningful data and Audiense’s technology in one place to provide the speed, scale and rigour that was lacking in the market”. 

Javier Burón, CEO & Founder at Audiense, said: “Audiense and Kantar have a shared mission to understand people better. With Digital Mirror, we combine the power of a representative survey sample and advanced machine learning to know more about any segments' core emotional and functional needs at scale”.  

Michele Morena, Digital Insights – Europe, The Coca-Cola Company, mentioned: “Most needs do not live in isolation and understanding their intersectionality is fertile ground for innovation. With the help of technology and digital data, we can be observers rather than intruders in consumers’ life. This allows us to identify white spaces, get inspiration and improve consumer targeting. Digital Mirror is an example of how open innovation can accelerate the development of martech solutions that better shape tomorrow’s brands”.  

Digital Mirror is designed for in-depth customer insights – complementary to traditional survey typologies and available globally.   

Learn more about Digital Mirror here.