If you’re evaluating which reputation tracking platform fits your needs, here’s an honest look at Caliber vs Kantar.
Caliber’s Stakeholder Intelligence platform delivers real-time, actionable insights—unlike Kantar’s more traditional, research-based approach.
Discover how the two solutions compare below.
Both Caliber and Kantar provide valuable insights — but they’re built for different kinds of intelligence. Kantar specializes in large-scale consumer and brand perception research, while Caliber delivers real-time multi-stakeholder intelligence on brand and reputation that help organizations act faster and with greater precision. Dive into the table below to see how they compare.
Features | Kantar | Caliber Advantage |
|---|---|---|
Data collection | Primary survey research, predominantly consumer/general-public panels; multi-audience possible via custom studies. | Direct, first-party perception data from defined stakeholder groups (employees, customers, investors, policymakers, NGOs, general public) as a standard program. |
Representativeness level | Market/national representativeness is standard for consumer studies; company-level balancing typically custom/project-based. | Company-level representativeness by default, ensuring each client’s sample reflects its actual stakeholder mix (and supports reliable splits). |
Sampling frequency / cadence | Periodic (e.g., monthly/quarterly/annual) for trackers; rapid ad-hoc via quick-turn solutions; not typically continuous across stakeholders. | Continuous/weekly data collection with near real-time visibility across markets and stakeholder groups. |
Stakeholder breadth | Strong on consumers; access to other audiences (employees, B2B, etc.) via bespoke projects. | Multi-stakeholder by design (employees, customers, investors, policymakers, talent, NGOs, public) within one program. |
Global coverage | Extensive international fieldwork network and norms across many markets. | Global tracking with local depth (country, region/state, city) and consistent cross-market comparability. |
Real-time updates | Dashboards for trackers exist; “real-time” generally not standard for multi-stakeholder perception tracking. | Live dashboards refreshed continuously (weekly/daily) to act as issues evolve. |
Segmentation power | Deep demographic/market segmentation for consumers; stakeholder-type segmentation available through custom designs. | Multi-dimensional segmentation by stakeholder type, region, demographics, and client-specific lists — all in-platform. |
Customization flexibility | Very strong in custom research design; syndicated trackers use fixed models. | Fully customizable KPIs, drivers, and stakeholder definitions inside a single, ongoing platform. |
Benchmarking | Extensive norms and category benchmarks (e.g., brand/consumer norms). | Seamless peer/sector/market benchmarking for multi-stakeholder reputation and support behaviors. |
Caliber replaces slow, expensive reputation studies with a continuous flow of insights from your key stakeholders. Monitor shifts in trust and support as they happen — and use data that’s always current when making business and communications decisions.
Selecting between Caliber and Kantar depends on the type of insight you value most — ongoing stakeholder intelligence or structured market research. Their pricing, applications, and ideal users differ significantly, with Caliber providing a continuous subscription model and Kantar focusing on traditional project-based studies.
Caliber helps companies understand, track, and strengthen their reputation in real time. The platform connects perception data to behavior, showing whether people are likely to buy, invest, recommend, or work for your company.
Caliber offers a subscription-based model with transparent, modular pricing. Clients typically pay less than they would for periodic studies or ad-hoc brand research, while gaining continuous access to live data. There are no costly “per wave” research fees — updates are included as part of the always-on tracking.
CCOs, CMOs, CHROs, ESG and IR leaders who need a live read of stakeholder trust and business impact.
Kantar is a global research and consulting company best known for consumer insights, and brand tracking. It provides data on public perception and brand performance but typically through periodic studies focused on customers and general audiences.
Kantar typically works on a project-based or annual tracker model, where pricing depends on survey scope, geography, and sample size. Costs are higher per wave compared to always-on platforms, as each study is independently commissioned and analyzed.
Marketing and insights teams focused primarily on consumer sentiment and advertising evaluation.
Kantar’s research legacy shaped how organizations understood brands for decades. But in a world that moves at digital speed, traditional research cycles can’t keep up. Caliber delivers agile, real-time stakeholder intelligence that reflects how reputation is built — and lost — today. It’s time to move from static reports to living, actionable insights that evolve with your stakeholders.
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