Welcome to Uncomfortable Places!

The market has changed.  Growth and value are found now outside the comfort zone of business as usual.

Success requires looking in different places in different ways to do different things, all of which are uncomfortable for brands and retailers trying to capture the future with the tools and strategies of the past.

Winning in uncomfortable places is a business consulting specialty of Kantar, and it is a critical issue first discussed by Kantar in two white papers that explore this new reality at length, both available as downloads — Follow the Money: Finding Growth in Uncomfortable Places and The Uncomfortable States of Opportunity.

In the map of uncomfortable places here, you can click on different nodes for a forward-looking view of opportunities that will challenge existing thinking and that will reward innovative approaches.

Obviously, not all of the uncomfortable places offering growth and value are available here.  But you will find a thorough overview of what’s changing and emerging.

Each uncomfortable place is explored in five ways:


Get Comfortable

An overview of the opportunity


How It Matters

Key questions raised


Ask Us About

More Kantar has to offer


Dig Deeper

Links to other sources and insights


More to Know
Critical data and charts


Each month, more uncomfortable places will be added to this constellation of prospects. Please check back regularly for fresh insights and new ideas.

Please contact us if you would like more information or if you would like to explore building growth and value outside the comfort zone of business as usual.