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

Media has become more fragmented and communication more personalized. MARS custom research offers brands and agencies the ability to accurately target unique segments of a patient group and understand how media impacts their health-related behaviors and decisions. Appending a brand’s segmentation or other custom data to the full MARS database allows clients to build deeper insights for analysis and elevate their media strategies for key targets or customized messaging.


Custom Research Use Cases
• 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 recontact 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 condition sufferers, and active adults who were “food as fuel” motivated. MARS conducted a recontact 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 Media Healthcare Research and our clients.


Custom Analysis Use Cases
• 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 Media Healthcare Research 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 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 Media Healthcare Research.


• 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.

Data Integration

Get more powerful results from your existing datasets through integration with key health profiles: Access to respondent level data (RLD) gives MARS subscribers the ability to integrate MARS data into their own data stacks, platforms or internal analysis tools.



• Connections to: In-house or custom agency data stacks or first party data
• De-identified RLD integration allows users to:
• Create an independent database for analysis
• Conduct model-based matching to larger databases
• Match to total population datasets, via privacy-safe PII, for agency planning tools

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