Kantar Group is a data analytics and brand consulting company, based in London, England. It was founded in 1992, and has approximately 30,000 employees in 100 countries working in various research disciplines, including social media monitoring, advertising effectiveness, consumer and shopper behavior, and public opinion. It has been majority owned by Bain Capital Private Equity since 2019, and was previously part of WPP. Major competitors include GfK, Nielsen, Ipsos and Accenture. In April 2019, Kantar unified all its legacy brands, such as Kantar TNS, Kantar Millward Brown, Kantar Media and Kantar Worldpanel, into Kantar. Work conducted with clients in governments, the public sector, NGOs and NFPs, is led by Kantar Public, Kantar's specialist division which advises on the delivery of public policy, programmes, services and communications to the public. In July 2019, owner WPP sold a 60% stake of Kantar to Bain Capital Private Equity. Kantar's valuation was about $4.0bn.