Kantar vs YouGov:Which is more popular?
In September 2026, YouGov had more branded searches than Kantar among market research companies worldwide. YouGov had about 246,000 branded searches, while Kantar had 90,500. YouGov made up 24.1% of all market research company searches we track, and Kantar accounted for 8.9%. When we asked ChatGPT and Google AI Overviews about market research companies, Kantar appeared in three of the five answers and YouGov in two. Kantar was mentioned before YouGov in every answer that named either.
Who do people search for more?
YouGov, about 3 searches for every 1 for Kantar
Who does AI mention more?
Kantar, mentioned in 3 of 5 answers, YouGov in 2
Who does AI recommend more?
Kantar, named ahead of YouGov in 3 of 3 answers
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Top market research companies in ChatGPT and Google AI Overviews
In three ChatGPT questions and two 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. YouGov was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Kantar was listed before YouGov in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Ipsos1st- Kantar2nd
Nielsen3rd
NielsenIQ4th
Forrester Research5th
Circana6th- YouGov7th
Touchstone Research8th
Mintel9th
B2B International10th- +3 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Ipsos5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- NielsenIQ3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Kantar3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Forrester Research3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- YouGov2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Circana2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Nielsen2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- B2B International2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Touchstone Research2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Euromonitor1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about market research companies
5 answers
Asked ChatGPT
“Which market research company should I hire?”
Asked ChatGPT
“What are the best market research companies?”
Asked ChatGPT
“What's the best market research company for consumer insights?”
Searched Google, AI Overview
“market research companies”
Searched Google, AI Overview
“market research firm”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Kantar or YouGov more popular in search?
This chart shows how often people search Google for Kantar and YouGov by name. Each line represents a brand's share of searches for all 13 market research companies we track, month by month, from English-language searches worldwide.
Share of searches by month for YouGov, Kantar. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ipsos | YouGov | NielsenIQ | GfK | Kantar | Circana | Euromonitor | Mintel | Verian | Nielsen | Forrester Research | B2B International | Touchstone Research |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 25.8% | 21.1% | 19.1% | 9.4% | 11.6% | 2.8% | 2.8% | 4.2% | 1.3% | 1% | 0.57% | 0.08% | 0.03% |
| Nov 2025 | 19.7% | 24.1% | 22.3% | 10.8% | 10.8% | 2.7% | 3.2% | 3.2% | 1.2% | 1.4% | 0.43% | 0.09% | 0.03% |
| Dec 2025 | 22.1% | 22.1% | 24.6% | 10% | 10% | 3% | 2.4% | 3% | 1.1% | 1.1% | 0.48% | 0.08% | 0.02% |
| Jan 2026 | 19.8% | 24.2% | 26.4% | 8.9% | 8.9% | 2.7% | 2.7% | 3.3% | 1.2% | 1.5% | 0.43% | 0.09% | 0.03% |
| Feb 2026 | 21.5% | 21.5% | 24.4% | 9.7% | 9.7% | 2.9% | 2.9% | 4.3% | 1.1% | 1.3% | 0.58% | 0.09% | 0.04% |
| Mar 2026 | 22.8% | 22.8% | 21.2% | 10.2% | 10.2% | 3.1% | 3.1% | 3.8% | 1.4% | 0.92% | 0.5% | 0.08% | 0.04% |
| Apr 2026 | 27.4% | 22.4% | 20.8% | 8.2% | 10% | 2.5% | 2.5% | 3.7% | 1.1% | 0.9% | 0.4% | 0.07% | 0.04% |
| May 2026 | 24.2% | 24.2% | 22.5% | 7.3% | 10.8% | 2.7% | 2.2% | 3.3% | 1.2% | 1.2% | 0.35% | 0.07% | 0.03% |
| Jun 2026 | 30.4% | 20.3% | 23.1% | 6.1% | 9.2% | 2.7% | 2.2% | 2.7% | 1.2% | 1.5% | 0.36% | 0.07% | 0.02% |
| Jul 2026 | 21.8% | 26.7% | 24.7% | 6.6% | 9.8% | 2.9% | 2% | 2.4% | 1.1% | 1.6% | 0.39% | 0.08% | 0.03% |
| Aug 2026 | 26% | 21.3% | 24.1% | 7.8% | 9.6% | 2.9% | 2.3% | 2.3% | 1.3% | 1.9% | 0.38% | 0.08% | 0.03% |
| Sep 2026 | 24.1% | 24.1% | 22.4% | 8.9% | 8.9% | 3.2% | 2.7% | 2.7% | 1.5% | 1.2% | 0.35% | 0.07% | 0.03% |
How has the Kantar and YouGov comparison changed over the last 12 months?
3 findings
- YouGov 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 market research companies worldwide moved from 11.6% to 8.9%, and its estimated monthly branded searches moved from 135K to 90.5K.
- Across the 12 months ending September 2026, YouGov’s share of searches among market research companies worldwide moved from 21.1% to 24.1%, and its estimated monthly branded searches held steady at 246K.
How did search popularity change for market research companies worldwide in September 2026?
3 changes
In September 2026, YouGov overtook NielsenIQ to rank 2nd among market research companies worldwide, with 24.1% of the searches.
In September 2026, GfK overtook Kantar to rank 4th among market research companies worldwide, with 8.9% of the searches.
In September 2026, Kantar lost share of searches among market research companies worldwide, from 9.6% to 8.9%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Kantar’s and YouGov’s 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.
Other head-to-heads among market research companies
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