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Kantar Operations Interview
Questions

30 Questions and Answers by
| Rachel Marcelle is a Full Desk Recruiter and Career Blogger whose passion is helping others to reach their goals.

Question 1 of 30

Reporting and analytics are crucial for Kantar to monitor and gauge results and demonstrate ROI to clients. Give an example of a client report you've created, and how the data from that report helped you to plan the next steps of their campaign.

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Kantar Operations Interview Questions

  1. 1.

    Reporting and analytics are crucial for Kantar to monitor and gauge results and demonstrate ROI to clients. Give an example of a client report you've created, and how the data from that report helped you to plan the next steps of their campaign.

      Here, the interviewer wants to make sure that you understand the importance of measuring and delivering results to clients who need a return on their investment, and that at some point, you've been responsible for monitoring and reporting on activities and outcomes. They also want to see if you are an analytical thinker, how you react to data, and what kind of data you're most familiar with.

      You can answer by providing an example of a report you've created to track and show marketing activities, and critical results. You may choose to tell them about reporting on a campaign that was successful or not and explain adjustments you made for increased success.

      Rachel's Answer

      "One of my client's goals was to increase the number of purchases completed through their website. They had no clear direction on how to do it. I added a sophisticated analytics tool to the back end of their website to see where traffic on their website was originating from, and to analyze the behavior of customers from the different sources. After compiling the data for a set time, I put it into a simple format to allow my client to see two metrics: Traffic Sources and Completed Sales. This report helped us to realize that most visitors that made purchases came from one social media site, so we decided to increase the budget for paid advertising there to reach more potential customers."

      Rachelle's Answer

      "I'm usually working with a number of clients who are on similar programs at the same time. The repetition in these programs allows me to suggest the most useful KPIs that they'll want to see every week. For these clients, I find it efficient to pull high-level reports from our system that include website and blog traffic, click-thru rates, and other data to compare week-over-week results. We have quick calls with them to review every Friday and dig further into the data, what's caused fluctuations of any activity and if needed, adjust our course of action."

  2. 2.

    Kantar believes that results should be measured to determine the success of marketing efforts. What are some key performance metrics you look at to decide whether marketing efforts have fallen short of, met, or exceeded expectations?

      The interviewer wants to know about your knowledge of common key performance indicators across the marketing industry and how they should be understood regarding a successful or unsuccessful marketing campaign. Answer by listing the key performance metrics that are usually tracked during marketing campaigns.

      Do not provide specific metric numbers from your current or last position. Be general by naming the metric rather than providing numbers which may be confidential, or more information than what the interviewer needs.

      Rachel's Answer

      "Typical KPIs that should be measured to show whether a campaign has been successful or not are the value of spend, lead counts and source quality, the value of sales before, after and during the campaign, profit, and return on investment."

      Rachelle's Answer

      "KPIs can vary based on campaigns. If your main focus is to grow an audience, for example, it's important to look at growth in numbers of followers, engagements on social media and blog posts, referrals, and new email list subscribers."

  3. 3.

    Do you have experience with designing and implementing customer experience programs?

      Customer experience programs are systems that companies incorporate to improve their overall CX (customer experience). These programs can include a mixture of new services and solutions, added programs, or even intuitive software. All of this then amounts to a positive and refreshed customer experience. Walk the interviewer through the knowledge you have with designing or implementing customer experience programs.

      Rachel's Answer

      "I have experience with customer experience programs, right from the customer journey map to full implementation and training. The most recent project I was a part of was for a residential real estate company who needed help defining the voice of their customer. Our team walked them through a process that included a customer-centric approach and a full-blown Voice-of-the-Customer program design."

      Rachelle's Answer

      "Although I have not worked directly with designing or implementing a customer experience program, I do have an understanding of them. If I were to design one, I would begin with developing ways for a company to deliver innovative customer experiences consistently. My focus would be on transforming various steps of the customer journey from awareness to the loyalty stage. I am eager to learn more about customer experience programs with Kantar."

  4. 4.

    Kantar helps companies to establish an important aspect of their overall marketing strategy: positioning. How have you helped with a company's positioning strategy in the past?

      The interviewer asks this question with the intent of finding out if you understand what positioning is and if you have worked on positioning initiatives during your career. Assuming that you have, briefly describe the situation, what the positioning strategy was, and the outcome. If you don't have an example from your own experience, you can confirm that you understand the idea of positioning and provide an example.

      Positioning is often a part of the big picture when marketing a company, so when you answer be careful not to include too many other details that will distract from what the specific positioning strategy might have been.

      Rachel's Answer

      "I once worked with a company that was not seeing any benefit from their marketing efforts. When I reviewed their ads, I noticed that they were sending unclear messages and thought this might be the reason. They offered so many services that it was hard to understand what they were about. Trying to market all of them at once was difficult for them and confusing to their potential customers. I decided that instead of focusing on the many services, the company should take the customer-centric position and become the known problem-solver within their niche. After understanding who my client's ideal customer was, we worked to get a single message to them. The message was that my client understood their problems and knew how to help. Customers were attracted to this message and would contact my client when they wanted help. My client, in turn, was able to sell various services to them that would in fact help through a consultative process. This was a lot more effective than putting out ads with long lists of offerings which were not compelling at face value."

      Rachelle's Answer

      "I have not been part of creating a positioning strategy, but I know that positioning is essential to establishing a brand's place in the market and differentiating it from the rest. For example, a new automotive brand can stake its claim in the market by positioning against a well-known competitor. The first thing this does is allow people to remember the new brand by associating it with a name they're already familiar with. The second thing it can do is remind the audience of weak points of the well-known brand, proposing to be different or better on those points. Finally, by positioning against a competitor that already has market share, a company can quickly earn the business of some of the existing company's unhappy customers instead of having to emerge from anonymity independently."

  5. 5.

    Tell me about one area of business-to-business market research that can be done to help improve a company's revenue and profitability?

      To answer this question, think of a specific element that businesses can control or react to that affect their bottom line. This can include market data like location, material costs and availability, and sector trends and regulatory changes, for example.

      Rachel's Answer

      "One area of focus that has created a lot of interest for businesses in recent years has been environmental regulation. Due to clean air and similar initiatives, many companies have been forced to change product composition and production practices. Market research helps the companies look for alternatives as changes are being made, and identifies the demand for new regulation-friendly products that can be created to meet the needs of an evolving industry. Besides helping with identifying, pricing, and sourcing cost-effective new materials and methods to continue producing products, companies also reap the benefits of being able to advertise newly improved, environment-friendly products. In many cases, this attracts a new genre of consumers that are highly conscientious and often willing to spend more. This can even reposition a brand's reputation in terms of product quality and justify increased pricing."

      Rachelle's Answer

      "An example of areas where market research can make a direct impact relates to overhead costs and fair market values for goods or labor. These cover a broad field of interest and can include research on pricing for material, production, even salaries and payscale for industry and locale. Without having conducted proper research beforehand, a company may not be able to set realistic expectations in these areas and many others which can negatively affect spending, business operating income, ability to generate revenue, and ultimately profitability."

  6. 6.

    Is compensation the most crucial factor for you when taking a new job?

      The interviewer would like to know how much emphasis you put on pay when considering a new position. In addition to compensation, there are many other factors in a fulfilling career. These other factors may include:

      - work/life balance
      - amount of travel involved in the role
      - overall medical and health benefits
      - additional perks such as car allowance, cell allowance, spending account
      - the industry you will be working in
      - amount of vacation time
      - the type of clients you would be working with
      - the location of the company
      - career growth opportunity
      - the size of your new team
      - the company's reputation
      - overall workplace culture

      Talk to the interviewer about other factors that are important to you when considering a new job. If you are not sure on details for this role, you can ask!

      Rachel's Answer

      "Salary is important to me because I know that I am skilled and well educated. With that said, I do look at the full picture which includes factors such as benefits and the amount of paid vacation time."

      Rachelle's Answer

      "Several factors are important to me when taking a job. Compensation is a driving component but so is the company mission, culture, benefits, and location. I am looking to have an easier commute than I currently experience."

  7. 7.

    Tell me about your statistical expertise when it comes to customer surveys.

      Walk the interviewer through any exposure you have to customer surveys and breaking down the data and statistics that come from those surveys. You can discuss any studies you have led or been a part of. There are a few ways to analyze statistics, so be sure to discuss your approach.

      Rachel's Answer

      "My exposure to statistics and customer surveys comes from my previous role where I would collect and organize the data for our statistical team. Although I do not have experience taking deep dives into the data, I do fully understand how to take real-time feedback for product and service improvement initiatives."

      Rachelle's Answer

      "I have a bachelor's degree in mathematics, so I look forward to taking my formal education and applying it to the data collected in the customer surveys led by Kantar. The bulk of my experience at this point comes from multiple case studies I took part in while attending university."

  8. 8.

    How did you prepare for this interview?

      Kantar is a worldwide, leading organization with over 30,000 team members. For this reason, they need to know that you genuinely want this job. They want to hear the steps that you took to prepare for your interview today. The wrong answer is that you are winging it! Even if you did not have a lot of time to prep for the meeting, or it was a last-minute booking, chances are you still took the time to search the company online or read through the job description. You can be brief and quickly touch on the ways that you prepared for the meeting.

      Rachel's Answer

      "I am well versed in what Kantar offers and have spoken with a couple of my friends who have worked with your organization in the past, on the client side. I have prepared a fresh and updated portfolio of my work for you today. Also, I reviewed the job description in full, and I have a couple of questions prepared, which I would like to discuss at the end of our meeting if time allows."

      Rachelle's Answer

      "Your organization is one that I have had my eye on for some time now. I am well aware of Kantar's history and took some time this week to get to know your services. I feel well prepared for our meeting today."

  9. 9.

    What are the benefits of customer journey mapping? Which part of their journey is the most critical?

      Many organizations will utilize a customer journey map to represent their customers' process visually, and to understand their needs, pain points, and motivation better. The interviewer wants to see that you understand the importance of understanding your customers' experience from start to finish. Discuss what you believe to be the most critical part of the customer journey, and why.

      Rachel's Answer

      "My current company has familiarized me with customer journey mapping as they feel it's an incredibly practical approach to understanding our clients, their entire process from beginning to end, their biggest pain points, and then what we can do to alleviate those needs. I have been part of a team that breaks down customer surveys and uses those pieces of information to fill in the gaps of what is missing when it comes to product features and our service benefits. I believe the most critical part of the journey is right before the decision stage, where a customer is considering, and comparing alternatives. When a company can exceed expectations at this stage, its nearly guaranteed to make the sale."

      Rachelle's Answer

      "I have a lot of experience with mapping the customer journey and believe that the greatest benefit of this visual process is that it allows a company to see a clients' journey from end to end, reliving the customer experience. I once worked with a restaurant franchise who wanted to gain opportunities to put a smile on the faces of their guests. I helped them by mapping out the critical stages their customers went through including awareness, consideration, decision, use and then loyalty and advocacy. I believed loyalty and advocacy to be the most vital stage because, if you can gain a loyal customer, you are earning many more customers from referrals, while also keeping the customer you initially worked so hard to acquire."

  10. 10.

    What marketing tools do you work with regularly and how do you stay current on development updates and new product releases?

      Your interviewer wants to know how familiar you are with the industry's applications. They also want to know if you intentionally stay up-to-date on new programs, tools, and product developments.

      You can list the most popular tools you currently work with or have worked with in the past, and mention whether you have worked on proprietary systems. Mention any skills with less common programs that are in demand.

      Avoid mentioning programs that you haven't worked with for 3-5+ years, or any system you aren't comfortable enough to have a user-level technical discussion about. Also, don't mention proprietary systems by name unless they were built on a well-known framework where your knowledge could transfer.

      Rachel's Answer

      "I've worked on CRMs like Salesforce and SAP, and other proprietary programs. I'm also very familiar with Wordpress, and content automation services like Buffer and Social Pilot. I take time out to review product release emails I receive to stay aware of new features in the programs I use regularly. I read new tool reviews on blog posts that I come across while researching new solutions for my clients. I also watch at least one video per week on my free time about marketing strategy; this is another way to hear about new tools and tricks this."

      Rachelle's Answer

      "Currently, I'm working in a number of customer relationship databases, design tools for content creation, content management system, marketing automation, and analytics tools. I follow industry leader newsletters, listen to podcasts, and occasionally visit tradeshows to stay on top of upcoming technologies in my field."

  11. 11.

    What tools are you familiar with when it comes to customer experience surveys?

      The interviewer would like a breakdown of the specific tools and software you have used in the past when it comes to customer surveys and studies. There is a multitude of options available in the customer relationship management industry. Try to find out what Kantar uses, and if possible, tie in your experience with the tools that you will be using in this specific role.

      Rachel's Answer

      "The customer survey tools I have used the most include SmileBack, Zendesk, and Nicereply. I have many years' experience in utilizing these tools for the most detailed data and outcomes. Could you share with me which resources you use at Kantar? I am eager to apply everything that I know to the tools used here."

      Rachelle's Answer

      "At this early stage in my career, I have used the most basic tools including SurveyMonkey. I do find that solution to be simple yet powerful when it comes to collecting customer feedback. With that said, I am most interested in learning the internal systems and robust software used at Kantar."

  12. 12.

    Performing market research helps us determine the direction a company should take to promote their products and services. What is a crucial point within this scope that research uncovers?

      There are many strategic decisions, and tiers of elements within them, that can be based on data gathered during market research. With a broad range of information in mind, your answer should include an example of a birds-eye-view conclusion that becomes the foundation or main driver behind a campaign.

      Rachel's Answer

      "One key point that can be considered while conducting and assessing market research is the position a brand already has from the consumer's point of view. This information is important because a company can build an entire campaign aimed at capitalizing on this position. This can mean building on already established roots to solidify market share and disqualifying any competition from occupying the same slot. Understanding the customer's perspective of a brand also provides opportunities to strengthen the bond between them and the company, as well as seek out new, similar customers with similar mindsets and needs."

      Rachelle's Answer

      "Market research is great at helping a company before they build or launch a new product because it can show if there is any place or demand for it before determining investment. For example, if your product is similar to one that's already available to consumers, what would make them elect a new product over the one they're already familiar with? Market research can tell you if they aren't satisfied with the prices, packaging, quality, or other aspects of the product that you can improve upon. Not only can the offering be conceptualized into something more attractive at this stage, but a strong value proposition to go to market with can be developed."

  13. 13.

    What is an example of a market segment you've worked on in the past and how did it help the campaign you were working on?

      Your interviewer will be listening for your expertise in this common area of marketing. To answer, you should briefly explain what the market segment is and how you put segmentation into action.
      While segmentation is essentially profiling, avoid providing any examples that might include sensitive or potentially offensive statistics that could make anyone uncomfortable.

      Rachel's Answer

      "Market segmentation is all about organizing statistical data on potential customers for targeting. There are many different areas to focus on but an especially important area to consider is demographics like gender, location, education level, and various others. I worked on a campaign where we were marketing trendy handbags and had to ensure that I understood the group of people that would be interested in them, where they shopped, their preferred price range, how they'd use the product, and more. All of the demographic information gathered to create the segment helped me to decide on the right style, places, and times to market to the audience. It also prevented me from advertising to people that would likely not be interested in the products."

      Rachelle's Answer

      "An example of a market segment that I've worked on involved identifying customers based on what stage of the decision-making process they were in. This was funnel segmentation. I worked to identify the point in time when potential customers give off a buying signal. To do this, I had to sort through all kinds of data to know if the customer wanted to move to the next step, what brought them to this point and how to encourage them onto the next step. Using this information to pinpoint characteristic behaviors, potential reasons for conversions, and reasons they may not convert, I was able to recognize work with programming to activate a sequence on our website that would commence after detecting these signals and facilitate the completion of purchases."

  14. 14.

    We often conduct large scale research projects for entire industries and produces periodical reports for widespread distribution. How have you leveraged data from such reporting and for what purpose within your field?

      To answer this question, first explain that industry reports provide insights on topics like major trends within an industry, leading ideas, technology, and economic highs or lows. Since this information is meant to help set the pace for a certain period and provide guidance for all companies within a segment, you can explain how it helped you contribute from within your business unit toward overall company goals.

      Rachel's Answer

      "A time I've used data from industry reports was during a time that a significant economic slowdown was predicted across industries. Needing to know how it would affect my sector in electronics, I paid close attention to data on tightening credit, a pending increase in tariffs on manufactured goods and components being imported from countries in Asia, and consumer confidence. I knew this information would set the pace for my entire company and within my line of business, we prepared by decreasing expectations for hiring, supplies, and avoidable spending. We also generated creative new cost-conscious programs to cater to the conservative frame of mind we expected our customers to be in for a period to come."

      Rachelle's Answer

      "As a leader in a national retail company, I've found industrial market research reporting to be helpful in terms of helping an entire business conduct long-term planning. Sure, there are those snippets of information that are particularly important to specific departments within a business. However, I've found that it's more effective for the executive team to digest this information in a series of brainstorming sessions that lay the foundations for cross-departmental strategies to be built. The product management, IT, marketing, and sales groups can review the insights and data released, then leverage available resources on each team to accomplish large undertakings like product line changes, customer perception resets, and other necessary adjustments to prepare for the near future."

  15. 15.

    In your opinion, what would be the top three most important questions to ask in a customer survey?

      There is a multitude of approaches a client could take with a customer survey. The interviewer is curious to know what your favored approach is. How questions are framed in a survey is very important so be sure to have a few thoughtful questions prepared.

      Rachel's Answer

      "First and foremost, I believe it's important to eliminate as many yes/no questions as possible and move into interval questions or multiple choice. The most important questions to ask in a customer survey would be 'What changes would most improve our service?', 'Would you recommend us?', and 'What do you like most about our services?'."

      Rachelle's Answer

      "It's essential to ask effective questions that do not lead the survey taker in any way. From my studies, I believe the questions that have the most impact and offer the best insight, include 'What did we do best?', 'What can we do better?', and 'Would you recommend us?'. These questions will reveal a lot about a company, product, or service performance."

  16. 16.

    Can you describe a time a client required a customized marketing solution, your role in the process of creating and deploying it, and any collaborative efforts involved?

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  17. 17.

    Kantar believes that for visitors to have an enjoyable experience on a website or an app, its functions and formatting should be human-centric. How does this tie into the big picture when it comes to digital strategy?

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  18. 18.

    The customer avatar is key to building the right audiences for Kantar clients. How do you collect data needed to create an ideal customer profile, then determine the strategy for targeting prospective customers that are a match?

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  19. 19.

    Do you have experience presenting research and survey findings to groups of stakeholders?

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  20. 20.

    In digital strategy, a company should perform audits of their business' online space to identify ways to get started or assess current performance. How can we ensure Kantar service is of utmost value to its clients?

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  21. 21.

    A business owner often has multiple priorities and needs guidance on the upkeep of their digital presence, so it remains a valid part of promoting and growing their business. How can our services ensure that it does?

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  22. 22.

    If you could only pick one area of focus for your clients to build on and connect with a target audience, what would it be, and why?

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  23. 23.

    What is an example of a small detail that can make a big difference in marketing?

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  24. 24.

    Storytelling has become an essential part of connecting with audiences of all kinds, and using it to market to potential customers is no exception. How can we use big data to employ this tactic in a way that resonates with their audience?

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  25. 25.

    When have you led a team in creating a new digital strategy campaign for your company or a client? What was the outcome?

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  26. 26.

    What are some free and paid tools you've used to conduct market research and how have they been helpful?

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  27. 27.

    Have you ever trained a client on how to implement the data they receive in a customer survey?

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  28. 28.

    What does the term 'people-powered data' mean to you?

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  29. 29.

    Name some solutions for customer experience optimization.

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  30. 30.

    Explain Enterprise Feedback Management (EFM) and Customer Experience Management (CXM).

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