Kantar completes acquisition of Numerator

Consulting company Kantar has completed its acquisition of US-based consumer and market intelligence company Numerator from Visa Equity Partners.

The deal will extend Kantar’s position in shopper insights into the US and Canada. Kantar’s Worldpanel division already provides shopper data in 45 countries outside of North America. The combined dataset from Numerator and Kantar will provide insights into the shopping habits of five billion consumers globally.

Numerator combines proprietary data, including a digital panel of one million US consumers, with technology to create insights aimed at helping companies understand customers in real time. The company is headquartered in Chicago, Illinois and has 2,400 employees worldwide.

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