---
title: "Market research firms: Which are searched most?"
description: "Compare the market research firms brands work with. Share of Search among Ipsos, YouGov, Kantar, GfK, Mintel and Nielsen, the market research firms Brandwave compares worldwide, using the same methodology, market, and reporting period. 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/categories/market-research-firms"
publisher: "Brandwave"
---

# Market research firms: Which are searched most?

Compare the market research firms brands work with. Share of Search among Ipsos, YouGov, Kantar, GfK, Mintel and Nielsen, the market research firms Brandwave compares worldwide, using the same methodology, market, and reporting period. 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

- **Competitive set**: Market research firms
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Ipsos, 37.7%

## Which brand is most popular in search among market research firms worldwide?

- In August 2026, Ipsos was the most searched among market research firms worldwide, with an estimated 246K branded searches and 37.7% estimated Share of Search within this set.
- YouGov is in 2nd place, 6.9 percentage points behind at 30.8% Share of Search.
- Across the 11 months ending August 2026, Ipsos’ estimated Share of Search among market research firms worldwide increased from 30.8% to 37.7%.
- Across the 11 months ending August 2026, Kantar’s estimated Share of Search among market research firms worldwide decreased from 16.9% to 13.9%.
- 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, Mintel’s estimated Share of Search among market research firms worldwide decreased from 6.2% to 3.4%.
- Across the 11 months ending August 2026, Nielsen’s estimated Share of Search among market research firms worldwide increased from 1.5% to 2.8%.
- Across the 11 months ending August 2026, Ipsos’ estimated Share of Search among market research firms worldwide peaked at 43.3% in June 2026 and was lowest at 28.1% in November 2025.
- Across the 11 months ending August 2026, YouGov’s estimated Share of Search among market research firms worldwide peaked at 38.7% in July 2026 and was lowest at 28.9% in June 2026.
- Across the 11 months ending August 2026, Kantar’s estimated Share of Search among market research firms worldwide peaked at 16.9% in October 2025 and was lowest at 13% in June 2026.
- 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, Mintel’s estimated Share of Search among market research firms worldwide peaked at 6.4% in February 2026 and was lowest at 3.4% in August 2026.
- Across the 11 months ending August 2026, Nielsen’s estimated Share of Search among market research firms worldwide peaked at 2.8% in August 2026 and was lowest at 1.2% in April 2026.
- Across the 11 months ending August 2026, YouGov held steady: its estimated Share of Search among market research firms worldwide moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Ipsos vs YouGov: compare search popularity](/demand/global-en/compare/ipsos-vs-yougov): 37.7% against 30.8% Share of Search.
- [Ipsos vs Kantar: compare search popularity](/demand/global-en/compare/ipsos-vs-kantar): 37.7% against 13.9% Share of Search.
- [Ipsos vs GfK: compare search popularity](/demand/global-en/compare/gfk-vs-ipsos): 37.7% against 11.4% Share of Search.
- [Ipsos vs Mintel: compare search popularity](/demand/global-en/compare/ipsos-vs-mintel): 37.7% against 3.4% Share of Search.
- [YouGov vs Kantar: compare search popularity](/demand/global-en/compare/kantar-vs-yougov): 30.8% against 13.9% Share of Search.
- [YouGov vs GfK: compare search popularity](/demand/global-en/compare/gfk-vs-yougov): 30.8% against 11.4% Share of Search.
- [YouGov vs Mintel: compare search popularity](/demand/global-en/compare/mintel-vs-yougov): 30.8% against 3.4% Share of Search.
- [Kantar vs GfK: compare search popularity](/demand/global-en/compare/gfk-vs-kantar): 13.9% against 11.4% Share of Search.
- [Kantar vs Mintel: compare search popularity](/demand/global-en/compare/kantar-vs-mintel): 13.9% against 3.4% Share of Search.
- [GfK vs Mintel: compare search popularity](/demand/global-en/compare/gfk-vs-mintel): 11.4% against 3.4% Share of Search.

## 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Ipsos | 37.7% | 246K | +22.4% | Ipsos |
| 2 | YouGov | 30.8% | 201K | -18.3% | YouGov |
| 3 | Kantar | 13.9% | 90.5K | 0.0% | Kantar |
| 4 | GfK | 11.4% | 74K | +22.3% | GfK |
| 5 | Mintel | 3.4% | 22.2K | 0.0% | Mintel |
| 6 | Nielsen | 2.8% | 18.1K | +22.3% | Nielsen |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Ipsos | 246K | 30.8% | 1 |
| Oct 2025 | YouGov | 246K | 30.8% | 2 |
| Oct 2025 | Kantar | 135K | 16.9% | 3 |
| Oct 2025 | GfK | 110K | 13.8% | 4 |
| Oct 2025 | Mintel | 49.5K | 6.2% | 5 |
| Oct 2025 | Nielsen | 12.1K | 1.5% | 6 |
| Nov 2025 | YouGov | 246K | 34.4% | 1 |
| Nov 2025 | Ipsos | 201K | 28.1% | 2 |
| Nov 2025 | GfK | 110K | 15.4% | 3 |
| Nov 2025 | Kantar | 110K | 15.4% | 4 |
| Nov 2025 | Mintel | 33.1K | 4.6% | 5 |
| Nov 2025 | Nielsen | 14.8K | 2.1% | 6 |
| Dec 2025 | Ipsos | 201K | 32.4% | 1 |
| Dec 2025 | YouGov | 201K | 32.4% | 2 |
| Dec 2025 | GfK | 90.5K | 14.6% | 3 |
| Dec 2025 | Kantar | 90.5K | 14.6% | 4 |
| Dec 2025 | Mintel | 27.1K | 4.4% | 5 |
| Dec 2025 | Nielsen | 9.9K | 1.6% | 6 |
| Jan 2026 | YouGov | 246K | 36.4% | 1 |
| Jan 2026 | Ipsos | 201K | 29.7% | 2 |
| Jan 2026 | GfK | 90.5K | 13.4% | 3 |
| Jan 2026 | Kantar | 90.5K | 13.4% | 4 |
| Jan 2026 | Mintel | 33.1K | 4.9% | 5 |
| Jan 2026 | Nielsen | 14.8K | 2.2% | 6 |
| Feb 2026 | Ipsos | 201K | 31.6% | 1 |
| Feb 2026 | YouGov | 201K | 31.6% | 2 |
| Feb 2026 | GfK | 90.5K | 14.2% | 3 |
| Feb 2026 | Kantar | 90.5K | 14.2% | 4 |
| Feb 2026 | Mintel | 40.5K | 6.4% | 5 |
| Feb 2026 | Nielsen | 12.1K | 1.9% | 6 |
| Mar 2026 | Ipsos | 246K | 32.3% | 1 |
| Mar 2026 | YouGov | 246K | 32.3% | 2 |
| Mar 2026 | GfK | 110K | 14.4% | 3 |
| Mar 2026 | Kantar | 110K | 14.4% | 4 |
| Mar 2026 | Mintel | 40.5K | 5.3% | 5 |
| Mar 2026 | Nielsen | 9.9K | 1.3% | 6 |
| Apr 2026 | Ipsos | 301K | 37.7% | 1 |
| Apr 2026 | YouGov | 246K | 30.8% | 2 |
| Apr 2026 | Kantar | 110K | 13.8% | 3 |
| Apr 2026 | GfK | 90.5K | 11.3% | 4 |
| Apr 2026 | Mintel | 40.5K | 5.1% | 5 |
| Apr 2026 | Nielsen | 9.9K | 1.2% | 6 |
| May 2026 | Ipsos | 246K | 34.1% | 1 |
| May 2026 | YouGov | 246K | 34.1% | 2 |
| May 2026 | Kantar | 110K | 15.3% | 3 |
| May 2026 | GfK | 74K | 10.3% | 4 |
| May 2026 | Mintel | 33.1K | 4.6% | 5 |
| May 2026 | Nielsen | 12.1K | 1.7% | 6 |
| Jun 2026 | Ipsos | 301K | 43.3% | 1 |
| Jun 2026 | YouGov | 201K | 28.9% | 2 |
| Jun 2026 | Kantar | 90.5K | 13% | 3 |
| Jun 2026 | GfK | 60.5K | 8.7% | 4 |
| Jun 2026 | Mintel | 27.1K | 3.9% | 5 |
| Jun 2026 | Nielsen | 14.8K | 2.1% | 6 |
| Jul 2026 | YouGov | 246K | 38.7% | 1 |
| Jul 2026 | Ipsos | 201K | 31.7% | 2 |
| Jul 2026 | Kantar | 90.5K | 14.3% | 3 |
| Jul 2026 | GfK | 60.5K | 9.5% | 4 |
| Jul 2026 | Mintel | 22.2K | 3.5% | 5 |
| Jul 2026 | Nielsen | 14.8K | 2.3% | 6 |
| Aug 2026 | Ipsos | 246K | 37.7% | 1 |
| Aug 2026 | YouGov | 201K | 30.8% | 2 |
| Aug 2026 | Kantar | 90.5K | 13.9% | 3 |
| Aug 2026 | GfK | 74K | 11.4% | 4 |
| Aug 2026 | Mintel | 22.2K | 3.4% | 5 |
| Aug 2026 | Nielsen | 18.1K | 2.8% | 6 |
| Sep 2026 | GfK | — | — | — |
| Sep 2026 | Ipsos | — | — | — |
| Sep 2026 | Kantar | — | — | — |
| Sep 2026 | Mintel | — | — | — |
| Sep 2026 | Nielsen | — | — | — |
| Sep 2026 | YouGov | — | — | — |

## What is being compared

- **GfK**: Measured on the search term “gfk”.
- **Ipsos**: Measured on the search term “ipsos”.
- **Kantar**: Measured on the search term “kantar”.
- **Mintel**: Measured on the search term “mintel”.
- **Nielsen**: Measured on the search term “nielsen survey”.
- **YouGov**: Measured on the search term “yougov”.

- [GfK](/demand/global-en/brands/gfk)
- [Ipsos](/demand/global-en/brands/ipsos)
- [Kantar](/demand/global-en/brands/kantar)
- [Mintel](/demand/global-en/brands/mintel)
- [Nielsen](/demand/global-en/brands/nielsen)
- [YouGov](/demand/global-en/brands/yougov)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among market research firms worldwide?

In August 2026, Ipsos was the most searched among market research firms worldwide, with an estimated 246K branded searches and 37.7% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Market research firms: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/market-research-firms

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/market-research-firms. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.