Millward Brown Services: Brand, CX & Advertising Solutions

Millward Brown (now part of Kantar) provides global market research and consulting across three core pillars:

1. Brand & Communication

• Advertising development & evaluation: Concept testing, copy testing, campaign tracking
• Brand equity measurement: BrandZ™ valuation, brand health tracking
• Communication optimization: Media mix modeling, creative effectiveness

2. Customer Experience (CX)

• Customer satisfaction & loyalty: NPS, CSAT, driver analysis
• Customer journey mapping: Touchpoint analysis, friction identification, omnichannel optimization
• Employee experience: Engagement surveys, culture assessment, EX-CX linkage

3. Media & Digital

• Media research & planning: Audience measurement, cross-platform reach, frequency optimization
• Digital analytics: Social listening, search behavior, online ad effectiveness
• Competitive intelligence: Share of voice, competitor strategy benchmarking

Key Methodologies

• Neuroscience-based tools (EEG, implicit association)
• AI-powered text/image analysis
• Longitudinal panels & experimental designs
• Global coverage in 90+ markets

Clients include Fortune 500 brands across CPG, tech, finance, auto, and healthcare. Services help optimize marketing ROI, strengthen brand positioning, and improve customer-centricity.