Kantar Emor has officially rebranded as Emor as of Thursday, reflecting a significant change in ownership and brand identity within the international group. According to Emor's director, Karin Niinas, Emor has been a familiar and trusted name in Estonia for 35 years, and they will continue to uphold the same principles and services despite the international changes.

Since 2001, AS Emor has been a part of the international Kantar group. In 2025, Kantar divided into two entities: Kantar and Kantar Media, with Emor falling under the latter. Recently, H.I.G. Capital acquired Kantar Media, which has now been rebranded as Fifty5Blue as of February 25, this year. This transformation marks a shift in the company's branding strategy, as they seek to continue delivering reliable services under a new corporate identity while still emphasizing their local presence.

Emor's rebranding also emphasizes their integration into a global information technology company, Fifty5Blue, which promises to provide continued access to international experience and networks. Despite these international changes in ownership and branding, Emor assures clients, respondents, and the public that they will maintain the same services and operational ethos they have established over the years in Estonia.