Kantar has reached a definitive agreement with Vista Equity Partners to acquire Numerator, a Chicago-based, tech-driven consumer and market intelligence company.
London-based Kantar is a data analytics and brand consulting group. 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.
Eric Belcher, CEO of Numerator, said,“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 the third quarter of 2021.