Our custom research and analysis provides brands, publishers
and analytic teams with additional patient insights and profiling data
based on a client's unique needs.

MARS Custom Research

As media becomes more fragmented and communication more personalized, it is increasingly important to be able to accurately target unique segments of a patient group and understand how media impacts their decisions. To address these needs, a brand’s segmentation typing tool or unique questions can be fielded via re-contact or bridge studies, with the resulting custom data appended to the full MARS database, giving clients the ability to build deeper insights for analysis and media strategies for their specific target audiences.



• A pharma brand team wanted to understand the key characteristics and motivations of their brand’s patient personas in order to prioritize, customize, and look for efficiencies as they set a two-year communication strategy. Results from a MARS re-contact study gave the brand team a better understanding of patient motivations for discussing new treatments with their doctor, shifting the brand’s earlier conclusions. In addition, two segments emerged as a priority for their agency, helping them focus their media planning and align on messaging.


• A nutritional supplement company was launching a new drinkable product to the market. They had previously worked with another research company to develop a segmentation and had identified two key segments for marketing efforts: a set of chronic conditions sufferers, and active adults who were “food as fuel” motivated. MARS conducted a re-contact study that served their segmentation typing tool to a subset of qualified respondents and then modeled the segments onto the full MARS database. MARS analyzed the custom data to create an Executive Summary with media channel guidance for the agency’s campaign.


• A health company was looking to develop an awareness campaign among caregivers and loved ones for a condition that impacts the older population. MARS fielded a custom study to understand awareness of condition symptoms and risk factors, and different ways people respond to them. From the custom research and integration with MARS, a set of personas was created that incorporated the best media and information sources to communicate and build awareness.

MARS Custom Analysis

The MARS syndicated dataset of 40,000 respondents and extensive content can be analyzed for specific projects and reports. Whether it’s supplementing an existing study or providing background on the market, the ability to utilize MARS for secondary research is a unique tool for Kantar and our clients.



• A hospital group wanted to expand their market for certain specialized treatments. To better understand media consumption, impact of advertising, and health information behaviors by ethnicity, Kantar developed a report from existing MARS syndicated data. The report provided the client with critical information for their digital channel planning efforts.


• An OTC pharma brand was relaunching a children’s vitamin brand with the intent of marketing to millennial parents. MARS worked with a Kantar custom team to profile and define the target using existing MARS data on behaviors and attitudes. These efforts provided important data for developing key research questions for the next stage of custom research, expanding the client’s engagement with Kantar.


• A pharma brand was launching a mobile app for adults with high cholesterol and needed to know the profile of patients who were more likely to embrace remote monitoring and reminders. By analyzing demographics and health motivations along with data on how these patients use technology in general and for health, MARS was able to provide the brand team with a baseline for setting priority targets.

Custom Deliverables

Data delivery options include:
• Excel data tables
• PowerPoint report, executive summary
• Dashboards
• Access to aggregate data through cross-tabulation software
• De-identified respondent level data