Kantar enters definitive agreement to acquire Numerator, creating unique global view of shopper behaviour

April 19, 2021, London: Kantar, the world’s leading data analytics and brand consulting group today announced the company has reached a definitive agreement with Vista Equity Partners to acquire Numerator, a Chicago-based, tech-driven consumer and market intelligence company. Numerator blends proprietary data, including a digital panel of over 1 million U.S. consumers, with advanced technology to create unique insights that help companies understand their customers in real time and identify growth opportunities.

Consumer behaviour is transforming radically, and detailed understanding of these changes is fundamental to strategic decision making for brands. Kantar is committed to remaining at the cutting edge of technology to deliver those critical data-driven insights.

Today, the Worldpanel division of Kantar provides currency grade data in more than 45 countries outside of North America. With Numerator’s world-class data breadth, depth, methodology and delivery platform in the U.S. and Canada, the combined dataset will provide insights into the shopping habits of almost five billion consumers globally. The acquisition is also complementary to the company’s U.S. Ad Intelligence business and exemplifies the role Kantar is increasingly playing at the intersection of brand and technology.

Eric Belcher, CEO of Numerator commented, “In Kantar we have found a natural home. This is a smart, strategic move by Kantar as they expand their global influence. This combination will create even more value for our customers and for the industry overall.”

In the near-term, Numerator will continue to operate as a stand-alone business. Longer term, the combination of complementary geographies, technologies, methodologies and data is expected to create a step-change in global consumer insights for brands and retailers.

The transaction is expected to complete by Q3 2021, subject to the relevant legal and regulatory processes.



Kantar                                                             Numerator                                                                  

Edmund Gemmell                                         Bob Richter

Global Head of Brand and Comms           Richter Media

press@kantar.com                                        press@numerator.com

+44 7825281352                                             +1 212-802-8588


About Kantar: Kantar is the world’s leading data-driven analytics and brand consulting group. We understand more about how people think, feel, shop, share, vote and view than anyone else. Combining our expertise in human understanding with advanced technologies, Kantar’s 25,000 people help the world’s leading organizations succeed and grow. For further information, please visit us at www.kantar.com.

About Numerator: Numerator is a data and tech company bringing speed and scale to the market research space. Headquartered in Chicago, IL, Numerator has more than 2,400 employees worldwide. The company blends proprietary data with advanced technology to create unique insights for the market research industry that has been slow to change. The majority of Fortune 100 companies are Numerator clients.

About Vista Equity Partners: Vista is a leading global investment firm with more than $73 billion in assets under management as of September 30, 2020. The firm exclusively invests in enterprise software, data and technology-enabled organizations across private equity, permanent capital, credit and public equity strategies, bringing an approach that prioritizes creating enduring market value for the benefit of its global ecosystem of investors, companies, customers and employees. Vista’s investments are anchored by a sizable long-term capital base, experience in structuring technology-oriented transactions and proven, flexible management techniques that drive sustainable growth. Vista believes the transformative power of technology is the key to an even better future – a healthier planet, a smarter economy, a diverse and inclusive community and a broader path to prosperity. Further information is available at vistaequitypartners.com. Follow Vista on LinkedIn, @Vista Equity Partners, and on Twitter, @Vista_Equity.


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