Brandwave

Kantar vs Qualtrics:Which is more popular?

In September 2026, Qualtrics had more branded searches than Kantar among brand tracking platforms worldwide. Qualtrics had about 246,000 branded searches, while Kantar had 90,500. Qualtrics made up 58.9% of all brand tracking platform searches we track, and Kantar accounted for 21.7%. When we asked ChatGPT and Google AI Overviews about brand tracking platforms, Qualtrics appeared in four of the five answers and Kantar in three. Kantar was mentioned before Qualtrics in three out of five answers.

Among brand tracking platforms worldwide in September 2026

Who do people search for more?

Qualtrics, about 3 searches for every 1 for Kantar

Qualtrics 246K searchesKantar 90.5K searches

Who does AI mention more?

Qualtrics, mentioned in 4 of 5 answers, Kantar in 3

Qualtrics in 4 of 5Kantar in 3 of 5

Who does AI recommend more?

Kantar, named ahead of Qualtrics in 3 of 5 answers

Kantar first in 3Qualtrics first in 2

Follow Kantar vs Qualtrics and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top brand tracking platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Qualtrics was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Kantar was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Kantar was listed before Qualtrics in three out of five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Tracksuit1st
  2. YouGov BrandIndex2nd
  3. Qualtrics3rd
  4. Latana4th
  5. Brandwatch5th
  6. Kantar6th
  7. Brand247th
  8. quantilope8th
  9. Attest9th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Brandwatch5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tracksuit5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • YouGov BrandIndex5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Qualtrics4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kantar3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Brand243 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Latana3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • quantilope1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Attest1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about brand tracking platforms

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Is Kantar or Qualtrics more popular in search?

This chart shows how often people search Google for Kantar and Qualtrics by name. Each line represents a brand's share of searches for all nine brand tracking platforms we track, month by month, from English-language searches worldwide.

Kantar and Qualtrics among brand tracking platforms worldwide, by month

Share of searches by month for Qualtrics, Kantar. The figures are in the table below the chart.

View monthly share of searches table
MonthQualtricsKantarBrandwatchBrand24quantilopeTracksuitYouGov BrandIndexAttestLatana
Oct 202560.4%22.2%9.9%6.6%0.59%0.15%0.12%0.02%<0.01%
Nov 202558.2%21.3%11.7%7.8%0.7%0.21%0.14%0.03%<0.01%
Dec 202558.1%21.4%11.7%7.8%0.68%0.2%0.11%0.02%<0.01%
Jan 202658%21.3%11.7%7.8%0.85%0.21%0.17%0.04%<0.01%
Feb 202662.9%18.9%10.3%6.9%0.61%0.19%0.15%0.03%<0.01%
Mar 202662.9%18.8%10.3%6.9%0.62%0.16%0.27%0.02%<0.01%
Apr 202665.1%19.5%8.8%5.9%0.51%0.16%0.16%0.02%0.02%
May 202660.4%22.1%9.9%6.6%0.48%0.18%0.18%0.03%0.01%
Jun 202658.1%21.4%11.7%7.8%0.57%0.25%0.17%0.04%0.01%
Jul 202655.3%24.9%11.1%7.5%0.66%0.33%0.2%0.03%0.01%
Aug 202655.3%24.9%11.1%7.5%0.66%0.3%0.2%0.03%0.01%
Sep 202658.9%21.7%11.9%6.5%0.57%0.25%0.21%0.02%<0.01%

How has the Kantar and Qualtrics comparison changed over the last 12 months?

3 findings
  • Qualtrics was ahead of Kantar in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Kantar’s share of searches among brand tracking platforms worldwide moved from 22.2% to 21.7%, and its estimated monthly branded searches moved from 135K to 90.5K.
  • Across the 12 months ending September 2026, Qualtrics’ share of searches among brand tracking platforms worldwide moved from 60.4% to 58.9%, and its estimated monthly branded searches moved from 368K to 246K.

How did search popularity change for brand tracking platforms worldwide in September 2026?

2 changes

  1. In September 2026, Qualtrics gained share of searches among brand tracking platforms worldwide, from 55.3% to 58.9%.

  2. In September 2026, Kantar lost share of searches among brand tracking platforms worldwide, from 24.9% to 21.7%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Kantar’s and Qualtrics’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Kantar

1 branded search term

  • kantar

Qualtrics

1 branded search term

  • qualtrics

How the Brand Demand Index is measured

Other head-to-heads among brand tracking platforms

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free