Bain Capital-backed Kantar completed the acquisition of Numerator from Vista Equity Partners for $1.5bn.

Bain Capital-backed Kantar, a British data analytics and brand consulting group, completed the acquisition of Numerator, a Chicago-based market intelligence provider, from Vista Equity Partners, a private equity firm, for $1.5bn. “At Kantar we combine consumer insights with advanced analytics to help brands make better business decisions. Understanding actual shopper behaviour is at the heart of that. We identified Numerator for its tech-first platform and geographic compatibility with Kantar. With the backing of our shareholders at Bain Capital & WPP, our investment in Numerator illustrates our commitment to ensuring we offer the most comprehensive and insightful views of how consumers think, feel and act around the world," Ian Griffiths, Kantar Deputy CEO and CFO.