White Papers

Kantar Vermeer is the only global marketing consultancy focused on unleashing purpose-led growth through the development and embedding of consumer insight-led marketing strategy, structure and capability.

We provide solutions to strategic marketing challenges, rooting our approach in consumer research, stakeholder understanding and financial analysis. We tie insights to dollars, the only universally accepted language of business. Our whole-brain thinking brings an intrinsically multi-lens and practical approach to all our work.

Beyond our cutting-edge client work, we are proud of the thought leadership we deliver to change the conversation in business: Our Marketing2020 study is the most global and comprehensive CMO research program in the market Our annual global BrandZ™ brand valuation ranking is the market benchmark for determining the most valuable brands in the world.


Insights2020, led by Kantar Vermeer in partnership with ESOMAR, The ARF, LinkedIn, Korn Ferry and Kantar, is the largest global initiative to deliver the strategic frameworks and practical guidelines to help Marketing and Insights & Analytics (I & A) leaders drive customer-centric growth.


Of all strategic levers to drive competitive advantage, building marketing capability was identified in Marketing2020 as the most important. Across all industries, in B2B and B2C, over-performing organizations train their marketing teams more often and better than the competition.


Kantar Vermeer partnered with Google for Organizing for Marketing in a Digital Age – a thought-leadership initiative that codified best practices and practical insights into how winning teams are organizing for the evolving digital landscape.


Marketing2020 – Organizing for Growth is the most comprehensive global marketing leadership initiative ever undertaken. Focused on identifying how business leaders can best align their strategy, structure, and capabilities to generate business growth, Marketing2020 is built to benchmark and share best practices among over ten thousand participants that contributed from 92 countries.


Navigating today’s dynamic markets requires strategy that is entrenched in consumer / customer understanding. With customer centricity at the core, this strategy must also integrate the consumer lens with commercial considerations ensuring an actionable Portfolio strategy optimized for market performance.