Kantar Launches Experience Impact with Qualtrics
CE DESK 
Kantar has launched Kantar Experience Impact, powered by the Qualtrics platform, a specialized solution designed to directly link customer experience performance with long-term brand equity and commercial growth.
Unveiled on World CX Day, the platform bridges the long-standing divide between brand marketing and customer experience teams. While marketing leaders focus on building brand equity and CX managers optimize specific touchpoints, organizations often struggle to quantify how frontline interactions translate into business revenue.
The solution integrates Kantar’s established Meaningful Different Salient framework with Qualtrics’ Experience Management Platform. By combining these methodologies, the tool pinpoints which specific touchpoints strengthen brand perceptions, highlights where competitors hold an advantage, and indicates where investments will generate the highest commercial return.
Unlike traditional customer satisfaction studies that evaluate only existing users, Kantar Experience Impact captures perspectives from both customers and non-customers. This market-wide view enables brands to diagnose expectation gaps, identify churn drivers, and uncover barriers preventing prospective buyers from converting.
Anand Parameswaran, executive director and Lead (West India), Kantar, said: “Kantar Experience Impact, powered by Qualtrics, represents a significant step forward in helping organisations connect brand and customer experience through a common language. By combining Kantar’s Meaningfully Different framework with Qualtrics’ technology, it provides a clearer understanding of the experiences that shape perceptions and drive meaningful differentiation. For clients, this means moving beyond isolated CX metrics to a holistic view of how experiences influence brand equity, supported by richer signals, AI-powered insights, and clearer guidance on the moments that matter most. The result is a practical roadmap that helps turn customer feedback into action, linking experience improvements to stronger brand growth and commercial impact. Improved experiences are more likely to increase a brand’s market share by 2.5x.”
Developed in partnership with Qualtrics, Kantar Experience Impact is available globally through the Qualtrics platform and marketplace, enabling enterprise brands to turn customer feedback into actionable growth strategies.
