Brandwave

B2B International vs Kantar:Which is more popular?

In September 2026, Kantar had more branded searches than B2B International among market research companies worldwide. Kantar had about 90,500 branded searches, while B2B International had 720. Kantar made up 8.9% of all market research company searches we track, and B2B International accounted for 0.07%. When we asked ChatGPT and Google AI Overviews about market research companies, Kantar appeared in three of the five answers and B2B International in two. Kantar was mentioned before B2B International in three out of five answers.

Among market research companies worldwide in September 2026

Who do people search for more?

Kantar, about 126 searches for every 1 for B2B International

Kantar 90.5K searchesB2B International 720 searches

Who does AI mention more?

Kantar, mentioned in 3 of 5 answers, B2B International in 2

Kantar in 3 of 5B2B International in 2 of 5

Who does AI recommend more?

Kantar, named ahead of B2B International in 3 of 5 answers

Kantar first in 3B2B International first in 2

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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. B2B International was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Kantar was listed before B2B International in three out of five answers.

Most recommended by AI

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

  1. Ipsos1st
  2. Kantar2nd
  3. Nielsen3rd
  4. NielsenIQ4th
  5. Forrester Research5th
  6. Circana6th
  7. YouGov7th
  8. Touchstone Research8th
  9. Mintel9th
  10. B2B International10th
  11. +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

+3 more

See every answer about market research companies

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is B2B International or Kantar more popular in search?

This chart shows how often people search Google for B2B International and Kantar 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.

B2B International and Kantar among market research companies worldwide, by month

Share of searches by month for Kantar, B2B International. The figures are in the table below the chart.

View monthly share of searches table
MonthIpsosYouGovNielsenIQGfKKantarCircanaEuromonitorMintelVerianNielsenForrester ResearchB2B InternationalTouchstone Research
Oct 202525.8%21.1%19.1%9.4%11.6%2.8%2.8%4.2%1.3%1%0.57%0.08%0.03%
Nov 202519.7%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 202522.1%22.1%24.6%10%10%3%2.4%3%1.1%1.1%0.48%0.08%0.02%
Jan 202619.8%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 202621.5%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 202622.8%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 202627.4%22.4%20.8%8.2%10%2.5%2.5%3.7%1.1%0.9%0.4%0.07%0.04%
May 202624.2%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 202630.4%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 202621.8%26.7%24.7%6.6%9.8%2.9%2%2.4%1.1%1.6%0.39%0.08%0.03%
Aug 202626%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 202624.1%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 B2B International and Kantar comparison changed over the last 12 months?

3 findings

How did search popularity change for market research companies worldwide in September 2026?

3 changes

  1. In September 2026, GfK overtook Kantar to rank 4th among market research companies worldwide, with 8.9% of the searches.

  2. In September 2026, Kantar lost share of searches among market research companies worldwide, from 9.6% to 8.9%.

  3. Estimated monthly branded searches for B2B International worldwide fell 18.2% over 12 measured months, from 880 to 720 in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using B2B International’s and Kantar’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.

B2B International

1 branded search term

  • b2b international

Kantar

1 branded search term

  • kantar

How the Brand Demand Index is measured

Other head-to-heads among market research companies

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