Global Head of Qualitative

Anita Watkins is responsible for leading qualitative research conducted by Kantar TNS across Canada, Latin America and the USA.

With an entrepreneurial spirit and results orientation, Anita has successfully grown qualitative in North America for Kantar TNS over 900% and has transformed businesses in Latin America by building effective relationships with external and internal corporate clients. A seasoned researcher, Anita's focus is always on providing insight into connecting consumers emotionally to brands to drive growth for Fortune 500 clients. She has extensive experience in new product development, brand strategy, communications, retail, and satisfaction research.

Throughout her career, Anita has moderated hundreds of focus groups and one-on-one interviews for many Fortune 100 firms across CPG, Financial Services, Travel/Tourism, B2B and B2C audiences. Anita is a strategic thinker with a big heart and thrives on uncovering significant opportunities in the small details of everyday life.

Anita has a BS in Marketing, graduating Magna Cum Laude, from the University of Dayton, USA.