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

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Kelley Baron is Named North American Qualitative Lead

Kantar, one of the world’s leading marketing data, insight and consultancy companies, 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 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.”

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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.

In this role, she led a newly established team to reimagine the brand strategy and member experience for the IHG Rewards Club loyalty program – a major revenue and marketing engine for the company. Her résumé also includes senior positions at Ketchum and Wachovia, in research and planning.

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Baron holds two undergraduate degrees from the University of Texas at Austin, in business management and advertising, as well as an MBA in marketing from Georgia State University. She has continued her education through executive leadership programs at Emory University and Northwestern University.

“Qualitative analysis is of increasing importance to our clients and a critical point of differentiation for us,” says Tim Wragg, CEO North America Insights Division at Kantar. “The qualitative aspect of our offering is the key to unlocking the potential of our clients’ data and using it effectively to solve their problems in real time. Kelley has the rare ability to understand both sides of that equation, which is why we are excited to welcome her to Kantar in this new leadership role.”

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