Kantar's Profiles Blog

Martin Filz

Chief Executive Officer, Asia Pacific
Based in Sydney, Martin Filz oversees and manages the company’s sales, marketing, operations and panel teams across the Asia Pacific region.

Most recently serving as Chief Executive Officer, EMEA, Martin has more than 20 years of experience in senior executive roles, building businesses in multicultural and multilingual international environments.

Previously, he served as Managing Director for Europe at Redsheriff Ltd., where he was involved in the company’s post-merger process after being acquired by Nielsen NetRatings in 2001. He was later involved in the post-merger process of Citect to Schneider, where he served as Managing Director for Europe from 2005 to 2007. Martin also spent four years in the Asia Pacific region, where he held Director roles at digital marketing agency BlueFreeway and Capgemini Consulting Australia.

A pioneer of online measurement and research, Martin is active in digital and research bodies including the Market Research Society (MRS), ESOMAR, the Australian Market and Social Research Society (AMSRS), and the Interactive Advertising Bureau (IAB).

Recent Posts


Posted by Martin Filz on Jan 3, 2017

2016 marked an amazing year; I had the pleasure of meeting, re-connecting and working across many different countries and cultures. My experience revealed that having local market knowledge facilitates greater business-wide alignment on key goals. From Singapore to India; Australia to Hong Kong, each location showcased a distinctive, colourful culture. However, even through all this uniqueness, I encountered a common need: a deeper understanding of consumers. One can see why local brands are so successful in many cases, while global brands are constantly challenged in gaining significant market share.

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Topics: Marketing Research, Marketing Research Data, mobile first

Panels will struggle, but won’t die

Posted by Martin Filz on Mar 2, 2016

A recent blog from Lisa Wilding-Brown likened panels to “the polar icecaps of the industry.” It referenced grabbing an ice cold beverage for the read and this was spot on - I found the article refreshing.

Why? Because another panel leader bluntly and accurately outlined the key issue for panels today - that surveys are no longer fit for purpose. We know more than 50 percent of panellists are engaging via their mobile devices, yet they complete only 2 percent of studies on these devices. What’s more, there is nearly double the drop off rate compared to PC users.

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Topics: Market Research, Panels, Online access panels

Millennials in Marketing Research: Reshaping Our Industry

Posted by Martin Filz on Feb 21, 2016

Millennials now represent the largest segment in the workforce today surpassing GenXers and Baby Boomers. With this growing pool of talent, we need to step back and look at the marketing research industry. Millennials are known to be tech savvy, social media connected and diverse in their skills, but are we fully tapping into this generation to evolve?

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Topics: Marketing Research, Millennials

2016: The Year of Creating New Value

Posted by Martin Filz on Dec 22, 2015

Market research is a complex industry with a simple mission: quality. We take what we do best as researchers and are constantly tasked to create new value for our clients, our partners and our panellists. We are always in a state of transition -  altering what we do and how we think to meet the new marketplace realities. Creating growth that is organic, profitable, unique and sustainable requires innovation and risk-taking.

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Topics: Market Research Trends, Marketing Research

Changing Surveys – Survey 3.0

Posted by Martin Filz on Dec 2, 2014

The world is changing, and the way consumers view, access and consume media is evolving faster than any of us could have imagined. There are now devices that people can access on the move, wear and even link into their everyday activities. But as this evolving digital consumer develops, how are researchers keeping pace – or are we falling behind?

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Topics: Trackers

Answering the Tough Questions: The Martin Filz Edition

Posted by Martin Filz on Aug 28, 2012

Martin Filz is the Managing Director for GMI EMEA.

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Topics: Blog Post

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