--- title: "GfK: search popularity and Share of Search worldwide" description: "GfK is a market research firm. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/brands/gfk" publisher: "Brandwave" --- # GfK: search popularity and Share of Search worldwide GfK is a market research firm. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: GfK - **Market**: Global - **Measured month**: Aug 2026 - **Share of Search among market research firms**: 11.4% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Market research firms | 4 | 11.4% | 74K | | Media measurement platforms | 3 | 16.7% | 74K | - [Market research firms](/demand/global-en/categories/market-research-firms) - [Media measurement platforms](/demand/global-en/categories/media-measurement-platforms) ## How has branded search demand for GfK changed worldwide over the last 12 months? - Across the 11 months ending August 2026, estimated monthly branded searches for GfK worldwide fell from 110K to 74K. - Across the 11 months ending August 2026, GfK’s estimated Share of Search among market research firms worldwide decreased from 13.8% to 11.4%. - Across the 11 months ending August 2026, GfK’s estimated Share of Search among market research firms worldwide peaked at 15.4% in November 2025 and was lowest at 8.7% in June 2026. - Across the 11 months ending August 2026, GfK’s estimated Share of Search among media measurement platforms worldwide decreased from 21.1% to 16.7%. - Across the 11 months ending August 2026, GfK’s estimated Share of Search among media measurement platforms worldwide peaked at 24.4% in November 2025 and was lowest at 12.6% in June 2026. ## How did search popularity change for market research firms worldwide in August 2026? - In August 2026, Ipsos overtook YouGov to take the highest estimated Share of Search among market research firms worldwide, at 37.7%. - In August 2026, GfK gained estimated Share of Search among market research firms worldwide, from 9.5% to 11.4%. - In August 2026, YouGov lost estimated Share of Search among market research firms worldwide, from 38.7% to 30.8%. - Nielsen’s estimated Share of Search among market research firms worldwide has gained ground for 3 months in a row, from 1.7% to 2.8% in August 2026. - Mintel’s estimated Share of Search among market research firms worldwide has lost ground for 3 months in a row, from 4.6% to 3.4% in August 2026. - Estimated monthly branded searches for Kantar worldwide fell 33% over 11 measured months, from 135K to 90.5K in August 2026. ## How did search popularity change for media measurement platforms worldwide in August 2026? - In August 2026, Ipsos gained estimated Share of Search among media measurement platforms worldwide, from 53% to 55.5%. - In August 2026, GfK gained estimated Share of Search among media measurement platforms worldwide, from 16% to 16.7%. - In August 2026, Kantar lost estimated Share of Search among media measurement platforms worldwide, from 23.9% to 20.4%. - Nielsen’s estimated Share of Search among media measurement platforms worldwide has gained ground for 3 months in a row, from 2.6% to 4.1% in August 2026. - Estimated monthly branded searches for Comscore worldwide fell 18.2% over 11 measured months, from 18.1K to 14.8K in August 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Market research firms | 110K | 13.8% | 4 | | Nov 2025 | Market research firms | 110K | 15.4% | 3 | | Dec 2025 | Market research firms | 90.5K | 14.6% | 3 | | Jan 2026 | Market research firms | 90.5K | 13.4% | 3 | | Feb 2026 | Market research firms | 90.5K | 14.2% | 3 | | Mar 2026 | Market research firms | 110K | 14.4% | 3 | | Apr 2026 | Market research firms | 90.5K | 11.3% | 4 | | May 2026 | Market research firms | 74K | 10.3% | 4 | | Jun 2026 | Market research firms | 60.5K | 8.7% | 4 | | Jul 2026 | Market research firms | 60.5K | 9.5% | 4 | | Aug 2026 | Market research firms | 74K | 11.4% | 4 | | Sep 2026 | Market research firms | — | — | — | | Oct 2025 | Media measurement platforms | 110K | 21.1% | 3 | | Nov 2025 | Media measurement platforms | 110K | 24.4% | 2 | | Dec 2025 | Media measurement platforms | 90.5K | 22.4% | 2 | | Jan 2026 | Media measurement platforms | 90.5K | 21.8% | 2 | | Feb 2026 | Media measurement platforms | 90.5K | 22.1% | 2 | | Mar 2026 | Media measurement platforms | 110K | 22.3% | 2 | | Apr 2026 | Media measurement platforms | 90.5K | 17.2% | 3 | | May 2026 | Media measurement platforms | 74K | 16.2% | 3 | | Jun 2026 | Media measurement platforms | 60.5K | 12.6% | 3 | | Jul 2026 | Media measurement platforms | 60.5K | 16% | 3 | | Aug 2026 | Media measurement platforms | 74K | 16.7% | 3 | | Sep 2026 | Media measurement platforms | — | — | — | ## How is GfK measured? Brandwave collects information about searches that people make online using GfK’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “gfk” ## Which market research firms compete with GfK? - [Ipsos](/demand/global-en/brands/ipsos): Head-to-head: /demand/global-en/compare/gfk-vs-ipsos - [YouGov](/demand/global-en/brands/yougov): Head-to-head: /demand/global-en/compare/gfk-vs-yougov - [Kantar](/demand/global-en/brands/kantar): Head-to-head: /demand/global-en/compare/gfk-vs-kantar - [Mintel](/demand/global-en/brands/mintel): Head-to-head: /demand/global-en/compare/gfk-vs-mintel - [Nielsen](/demand/global-en/brands/nielsen): Head-to-head: /demand/global-en/compare/gfk-vs-nielsen ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "GfK: search popularity and Share of Search worldwide". https://gobrandwave.com/demand/global-en/brands/gfk This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/gfk. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.