Latest thinking
Whakaaro hou
Browse through our own thought leadership reports about issues that matter to New Zealanders to insights from the Kantar global network. Don’t hesitate to contact one of our team if you want to find out more.
Corporate reputation
The Colmar Brunton Corporate Reputation Index is an annual study using the globally validated RepZ framework for measuring reputation. Launched in 2015, it is the most comprehensive measure of how New Zealand’s Top 50 corporates by revenue (drawn from Deloittes Top 200) are performing in this market. The Index covers corporates across 17 categories and looks at how they are balancing the harder and softer elements of reputation strength to deliver differentiating and sustainable competitive advantage.
Better futures report
The Colmar Brunton Better Futures report provides key insights into consumer perspectives on sustainability and the social and environmental issues that are important to Kiwis and how this has changed over time. While plastic is now the number 1 concern for Kiwis, climate change has tipped 50% for the first time in 10 years. Find out what else is in the latest Better Futures report:
News & announcements
The Natural Confectionery Co. takes out October Colmar Brunton Ad Impact Award
Sonically charged, this best all round performing ad arrests our attention with a banging beat sung by a cute kid in the back of her mum’s car.
Customer Leadership Index 2021
Sharesies has topped the annual Kantar Customer Leadership Index, New Zealand’s leading ranking of the best brands for customer experience.
Rangitikei Free Range Chicken takes out September Colmar Brunton Ad Impact Award
A feast of exquisite culinary close-ups beautifully accompanied by the strains of Mozart makes this Rangitikei Free Range Chicken TVC the irresistible winner of the September Colmar Brunton Ad Impact Awards.
V Energy takes out August Colmar Brunton Ad Impact Award
A reprise of some previous characters now reinvented and repurposed for a new audience; The August Colmar Brunton Ad Impact Award goes to V Energy.
Mitre 10 takes out July Colmar Brunton Ad Impact Award
The July winner is Mitre 10 for its best all round performance and heart-warming story in their TV ad, ‘With You All the Way’.
Purex takes out June Colmar Brunton Ad Impact Award
This month, the honour goes to Purex for their ‘Happy 65th Birthday’ advert – a celebration of Kiwi nostalgia featuring their iconic mascot Rolly the dog.
Turners Cars takes out May Colmar Brunton Ad Impact Award
In May, Turners Cars outshone the competition with their ‘We Love Buying Cars!’ advert.
Colmar Brunton poised for strategic growth with Kantar integration
Colmar Brunton poised for strategic growth with Kantar integration. New Zealand’s most awarded market and social research firm to rebrand in two new structures.
Pizza Hut takes out April Colmar Brunton Ad Impact Award
Pizza Hut’s ‘Introducing the Yumpire’ advert showcases a sharp storyline, vibrant visuals and keeps the audience hooked throughout.
Corporate Reputation 2021
Despite COVID-19 decimating international travel, Air New Zealand’s resilient reputation has landed it on top of Colmar Brunton’s Corporate Reputation Index 2021 for the seventh year running.
McDonald’s takes out March Colmar Brunton Ad Impact Award
March was another great month for advertising and this month the honour of the Colmar Brunton Ad Impact Award winner goes to McDonald’s for their latest TVC ‘Ordered from here’.
Big wins for Colmar Brunton at the Research Association Effectiveness Awards 2021
A unanimous judge's decision led to the Research Effectiveness Awards Supreme Award for ground-breaking work by Colmar Brunton, the Collaborative Trust and Classification Office Te Mana Whakaatu as well as other notable key awards.
Creative Effectiveness Awards 2021 – A Kiwi Perspective
This is the second year of the prestigious global Kantar Creative Effectiveness Awards and we are very pleased to bring you some of the key learnings from our evaluation of more than 10,000 ads that consumers have given us their feedback on.
Bell Tea take out the Colmar Brunton Supreme Ad Impact Award for 2020
After what has been a challenging year for the tourism industry, Air New Zealand’s latest ad shows their determination to stay afloat and win the hearts of their consumers.
Better Futures 2021
New research reveals New Zealanders are anxious about the cost of living and housing availability in the wake of the Covid-19 pandemic.
Air New Zealand takes out November Colmar Brunton Ad Impact Award
After what has been a challenging year for the tourism industry, Air New Zealand’s latest ad shows their determination to stay afloat and win the hearts of their consumers.
Animals Like Us takes out October Colmar Brunton Ad Impact Award
You might have heard that dogs and their owners can sometimes resemble one another, and with this ad you’d be right. Animals Like Us have rightfully…
Maximise your advertising effectiveness
In recent years New Zealand has seen a revival in advertising within the FMCG sector. In part, this has been fuelled by the thinking of Byron Sharp who has shown the importance of increasing ‘mental availability’ to drive growth.
Kantar Marketplace is live in New Zealand
Kantar Marketplace is an automated market research platform designed for insights professionals, marketers and agencies who want to test, learn and move faster with agility.
Corporate Reputation 2020
Air New Zealand has continued its six-year reign at the top of Colmar Brunton’s Corporate Reputation Index 2020.
TVNZ has moved up one place from last year to second with Pak’n Save coming in third.
Better Futures 2020
Our 2020 Better Futures Report provides key insights into consumer perspectives on sustainability and the social and environmental issues that are important to Kiwis.
Is your advertising striking the right chord with consumers?
Music is a powerful tool in advertising with its history going back to the era of the travelling salesman. Its role as a vehicle for capturing attention in a busy media landscape, establishing brand associations and invoking meaning about the product.
Brands Kiwis Love 2019
Since 2012 we have asked 1,000 New Zealanders which brands Kiwis love – Whittaker’s again takes the top spot being the most loved brand. Over the last year, Whittaker’s have been extremely busy with several initiatives driving love for their brand.
Colmar Brunton give STEM students a taste of the business world
We were delighted to answer the call for help from Hobsonville Secondary School who wanted to bring the world of business into their integrated business studies and math class. Enter a busload of teenagers to our Sale St offices where they were introduced to the mysterious world of market and sensory research.
What is Big Data?
What is big data? The first step to understanding the potential of big data is to sidestep the technical descriptions of what it is and realise that big data is a term can be applied to any broad dataset.
Tidy Kiwis are becoming more considerate
It’s impossible to deny the sharp increase in consumer awareness and consideration for our environment. Research by Colmar Brunton shows that for three quarters of New Zealanders, purchase decisions are influenced by environmentally friendly packaging.
BrandZ Top 100 for 2019
BrandZ™ is the largest global brand equity platform covering over 100,000 brands across 45 countries. It’s the only brand valuation ranking that measures the contribution of the brand that is validated to in market sales.
Corporate Reputation 2019
Home-grown New Zealand brands hold nine of the top 10 places in the Colmar Brunton Corporate Reputation Index 2019 released this week. Air New Zealand has continued its five-year stellar reign while other well known NZ brands rise up the ranks.
The brain lies – taking neurology in advertising to new heights
What do EEG, sailing meteorologists and the 2016 US election have to teach marketers about prediction? Kantar Millward Brown neuroscience lead Haydn Northover writes exclusively for Marketing Magazine and says just asking has never been sufficient in developing holistic advertising predictions.
Marketing: Using neuroscience to pinpoint the ‘a-ha’ moments for your brand
Marketing speaks with Deepak Varma, Kantar’s global head of neuroscience, about the powerful marketing insights his practice is revealing.
Podcast: Understanding neuroscience
In this 5-minute podcast, Deepak Varma, Kantar’s North American head of neuroscience spoke with our colleagues at Kantar Australia.
How can we help your brand?
It is still possible to make great creative content in this fragmented environment and this can be easily achieved no matter where you are in the development process with the right expertise and solutions on hand to assist.
Case study: Using data science to maximise growth
Data Science is a discipline that, while established in academia and industrial research, is comparatively new to the business world. It offers powerful tools for evidence–based decision–making and can be a highly effective way for a business to become more profitable.
The Database of Babel – Thought leadership
Jorge Luis Borges wrote of the Library of Babel; an infinite span of hexagonal rooms lined on every side with books, containing within them every possible ordering of symbols in the Latin alphabet. Within this library lies everything that is known, can be known, that cannot be known and is yet true, that once was known and is now forgotten and that will someday be known but is at present not.
Better Futures 2019
For the first time in 10 years, New Zealanders’ concern about climate change has tipped 50% and plastic becomes a top of mind concern for Kiwis.
Successful brands deliver real financial value
Strong brands enable companies to enter new markets and categories. They allow businesses to command premium prices for their products and retain talented staff.
Meaningful different framework
Through years of continuous tracking, and through building our BrandZ database, we’ve built an unrivalled understanding of how brands work. From this understanding, we’ve developed the Meaningfully Different Framework to help brands create financial value and growth.
Brand guidance part 2
Brands are losing intimacy with consumers, putting them at risk of becoming irrelevant. These changes require a disruptive yet holistic system to connecting with consumers, ensuring brands identify growth opportunities more effectively and prioritise marketing dollars more efficiently.
Brand guidance
Knowing how, when and where to activate your brand has never been more important, more urgent or more possible in today’s technology and data-driven world.
Brand strategy
People today have more choice, more channels, more influence and an increasing cynicism about brands. It is more important than ever to have a sharp and differentiated brand positioning, clarity of purpose and cultural relevance to stand out from the crowd and resonate with your audiences.
Brands Kiwis Love 2018
After a draw in last year's survey, Whittaker's has slipped just ahead of the All Blacks as New Zealand's Most Loved Brand. Whittaker's has taken the top spot every year in the seven years Colmar Brunton has done the survey.
NZ Sensory and Botanicals
Colmar Brunton’s sensory team gave a behind the scenes experience of their purpose built state of the art sensory lab right here in Auckland at a special event with The Botanical Distillery and the Tea Master Blender from Tia Ora.
Colmar Brunton shines at Research Association Effectiveness Awards 2018
Colmar Brunton collected an impressive five awards at the New Zealand Research Association Effectiveness Awards, held at the Hilton on Auckland’s waterfront on Friday 17 August 2018. In total, Colmar Brunton took home three platinum and two gold awards.
Case study: Building reputation
Our client’s objective was to change opinions over time, and while we were effectively tracking progress on this, the creative and planning agencies faced two key issues. Read more details about what we did in this case study.
Case study: Marketing science segmentation
How an entire membership database could be segmented with existing data.
AI meets market research
Text analytics combined with survey data reveals how reputation plays a role in building positive and memorable branded experiences.
Concept testing – Identifying winning ideas
We can help your business to drive innovation and growth by identifying ideas and concepts that are the most appealing and relevant to your consumers. Concept testing research puts consumers in the driving seat to decide which ideas hold the greatest potential; screening ideas early in the development cycle.
Corporate Reputation 2018
Air New Zealand has the country’s best corporate reputation for the fourth year in a row, circling well above the field in the Colmar Brunton Corporate Reputation Index 2018
AdReaction 2018: More than half of marketers not integrating their multichannel campaigns effectively
The variety of channels available to marketers has increased exponentially, however ineffective multichannel strategies are jeopardising the success of campaigns. This is according to AdReaction: The Art of Integration, a new study that examines the global state of multichannel advertising campaigns, drawing on quantitative research in 45 countries, multichannel copy testing, and custom analysis of Kantar’s global media effectiveness and copy testing databases.
Building lasting customer relationships
We can help you maximise the value of each and every customer relationship. Our customer-centric framework helps you define, create and deliver memorable experiences that drive growth for your business.
Better Futures 2017
Water, plastic waste and climate action are the emerging hot topics to come out of the latest Better Futures report along with New Zealanders views of the United Nations Sustainable Development Goals (UN SDG’s).
Kiwis say not enough being done to keep New Zealand safe and healthy
Almost 90% of Kiwis are worried that not enough is being done to keep New Zealand safe and healthy.
Trust in media
News & AnnouncementsTrust in media
As the digital media landscape has evolved, so too has consumer trust in media channels. Has the growth of fake news had an impact on trust in Facebook? And how does this impact on our attitudes and response to advertising?
Newsworks wanted to understand trust in media and how this [...]
Brands I Love 2017
Another draw for the All Blacks in 2017 Just as they did against the British and Irish Lions earlier this year, the All Blacks have once again had to settle for a draw – this time in New Zealand’s Brands I Love survey.
Getting digital right: Reflections for a better digital world
News & AnnouncementsGetting digital right: Reflections for a better digital world
Pablo Gomez is the Head of Media & Digital for APAC at Kantar Insights. He sat down with us to talk about the biggest mistakes businesses make in digital marketing (and how to avoid them), his best tips for getting the most out of [...]
Corporate Reputation 2017
Air New Zealand is this country’s most respected company for the third year in a row, enhancing its reputation over the past 12 months and flying away from the rest of the field.
Colmar Brunton reigns supreme at RAE Awards 2016
News & AnnouncementsColmar Brunton reigns supreme at RAE Awards 2016
Colmar Brunton scooped an impressive six awards at the 2016 Research Association Effectiveness Awards, including the Overall Supreme Award, at the glitzy affair held at the Hilton on Auckland’s waterfront on 2 September 2016.
The six awards saw Colmar Brunton take home the most awards of any research [...]
Big data Q and A’s
When it comes to big data New Zealand businesses may already be sitting on a gold mine – they just need to know how to extract the precious metal, and the profits will flow.
Corporate Reputation 2016
Air New Zealand has maintained its position as New Zealand’s most reputable company in the annual Colmar Brunton Corporate Reputation Index.
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