As Industry Need for Real-Time Consumer Insights Grows, Kantar Expands Qualitative Practice

Kelley Baron

Kelley Baron

Kelley Baron is named North American Qualitative Lead

New York, NY (February 22, 2018)Kantar, one of the world’s leading marketing data, insight and consultancy companies, today announced that it is expanding its qualitative practice, in response to the growing industry need for real-time consumer insights.

As a result, it has named Kelley Baron [pictured] President of its North American qualitative practice.

In her new role, Baron will be responsible for growing Kantar’s qualitative services by building and innovating on current offerings, acquiring new clients and discovering organic opportunities within the current client roster.

“As we have moved past the traditional research groups of the past into mobile and online offerings, qualitative has further solidified itself as the unsung hero of strategy,” said Stephen DiMarco, Chief Digital Officer, Kantar. “With data sets becoming more expansive and complex every year, our qualitative unit will be critical for bringing discourse into the process of data analysis, providing clients with a better understanding of the implications for their businesses.”

Baron brings more than 20 years of strategic insights expertise to the company, including 10 years with InterContinental Hotels Group, where she held leadership positions in brand strategy, brand management, and brand experience – most recently as Global Head of Loyalty Experience for IHG Rewards Club. More...