Millward Brown provides market research services, specializing in brand performance, from more than 75 offices in some 50 countries. Its research data helps customers develop brand strategies, select an appropriate media mix, choose advertising, and evaluate the financial returns. Its DynamicLogic segment offers metrics, analysis, and other research information on marketing effectiveness. On the qualitative front, the company's Firefly Millward Brown operations conduct online focus groups and qualitative interviews. Millward Brown is a subsidiary of The Kantar Group, the market research division of UK-based media services conglomerate WPP Group. Millward Brown traces its market research roots back to 1973.
As a part of WPP's expansive media empire, Millward Brown has been working over the years to simplify its operating structure. In 2010, the company's Millward Brown Precis unit, which focused on public relations efficacy, was folded into Kantar Media's Intelligence Sector. Later in the year, it launched Firefly Millward Brown, its newest brand representing its entire global qualitative practice.
In 2009, Millward Brown streamlined its European managerial structure by combining its UK/Ireland and Continental Europe regions in order to optimize its reaction time to clients. It also bought Alsted Research, a qualitative research company based in Denmark that targets the medical, retail, and business-to-business sectors.