globainsight and Kantar Announce Joint Innovation Lab for AI-Powered Consumer Research Methodologies

globainsight and Kantar today announced the creation of a Joint Innovation Lab, a multi-year research initiative focused on developing next-generation consumer research methodologies that combine Kantar's deep domain expertise in brand strategy and communications research with globainsight's AI technology and global panel infrastructure.

The lab's initial research agenda includes three workstreams: AI-augmented advertising effectiveness measurement that can predict campaign performance from creative pre-testing with 95%+ accuracy; culturally adaptive survey instruments that automatically adjust question wording, scales, and formats based on the respondent's cultural context; and continuous brand equity modelling that moves beyond periodic tracking studies to real-time brand health measurement.

'The research industry is at an inflection point,' said Dr. Lena Park, who will co-lead the lab alongside Kantar's Chief Research Officer. 'AI isn't just a tool for processing data faster — it's enabling entirely new research paradigms that weren't possible before. The question is: can we develop these new methods with the same rigour and validation that established methods underwent over decades? That's what this lab is for.'

The lab will publish its methodologies and validation studies in open-access formats, with the first research papers expected in Q3 2026. Both companies will retain the right to commercialise the resulting innovations within their respective platforms.