Kantar launches audience segments tool

The service, which also includes segments from ComTech, is now available in the UK, France and Germany, following its US launch last year.

Marketers will be able to use the service to build target audience segments for marketing insights, planning and activation, based on demographics, lifestyle, attitudes, brand preferences and purchase behaviours.

Segments are available across verticals including automotive, consumer goods, financial, health and media consumption.

In addition to Kantar’s syndicated audiences, marketers can use the tool to build customised segments based on existing Kantar studies or bespoke surveys.

Andy Brown, chief executive, Kantar’s Media Division, said Kantar Audiences offers “industry-standard and niche audience segments, and trusted, currency-grade data”.