--- title: "Forrester Research vs GfK: Which is searched more?" description: "Is Forrester Research or GfK more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Market research companies set worldwide. 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/compare/forrester-vs-gfk" publisher: "Brandwave" --- # Forrester Research vs GfK: Which is searched more? Is Forrester Research or GfK more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Market research companies set worldwide. 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 - **Compared**: Forrester Research and GfK - **Competitive set**: Market research companies - **Market**: Global - **Month measured**: Sep 2026 - **Forrester Research Share of Search**: 0.35% - **GfK Share of Search**: 8.9% ## Is Forrester Research or GfK more popular in search? - In September 2026, GfK had more branded searches than Forrester Research among market research companies worldwide. GfK had about 90,500 branded searches, while Forrester Research had 3,600. GfK made up 8.9% of all market research company searches we track, and Forrester Research accounted for 0.35%. - GfK was ahead of Forrester Research in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Forrester Research’s share of searches among market research companies worldwide moved from 0.57% to 0.35%, and its estimated monthly branded searches moved from 6.6K to 3.6K. - Across the 12 months ending September 2026, GfK’s share of searches among market research companies worldwide moved from 9.4% to 8.9%, and its estimated monthly branded searches moved from 110K to 90.5K. ## Top market research companies in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Forrester Research was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. GfK did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Ipsos | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Kantar | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Nielsen | 3rd | 0 of 3 | 2 of 2 | 2 of 5 | | NielsenIQ | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Forrester Research | 5th | 1 of 3 | 2 of 2 | 3 of 5 | | Circana | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | YouGov | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Touchstone Research | 8th | 1 of 3 | 1 of 2 | 2 of 5 | | Mintel | 9th | 1 of 3 | 0 of 2 | 1 of 5 | | B2B International | 10th | 0 of 3 | 2 of 2 | 2 of 5 | | Euromonitor | 11th | 1 of 3 | 0 of 2 | 1 of 5 | | GfK | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Verian | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about market research companies - Asked ChatGPT "Which market research company should I hire?": 1. Ipsos, 2. Kantar, 3. NielsenIQ - Asked ChatGPT "What are the best market research companies?": 1. Ipsos, 2. Kantar, 3. NielsenIQ, 4. Circana, 5. Mintel, 6. YouGov, 7. Euromonitor, 8. Forrester Research - Asked ChatGPT "What's the best market research company for consumer insights?": 1. Ipsos, 2. Kantar, 3. NielsenIQ, 4. Circana, 5. YouGov, 6. Touchstone Research - Searched Google, AI Overview "market research companies": 1. Nielsen, 2. Ipsos, 3. Forrester Research, 4. Touchstone Research, 5. B2B International - Searched Google, AI Overview "market research firm": 1. Nielsen, 2. Ipsos, 3. Forrester Research, 4. B2B International Not named in any answer: GfK and Verian. Brands are listed in the order each answer named them. The answers were collected in the United States on October 21, 2026. ## How did search popularity change for market research companies worldwide in September 2026? - In September 2026, GfK overtook Kantar to rank 4th among market research companies worldwide, with 8.9% of the searches. - Estimated monthly branded searches for Forrester Research worldwide fell 45.5% over 12 measured months, from 6.6K to 3.6K in September 2026. ## Month by month | Month | Forrester Research estimated searches | Forrester Research Share of Search | Forrester Research rank | GfK estimated searches | GfK Share of Search | GfK rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 6.6K | 0.57% | 11 | 110K | 9.4% | 5 | | Nov 2025 | 4.4K | 0.43% | 11 | 110K | 10.8% | 4 | | Dec 2025 | 4.4K | 0.48% | 11 | 90.5K | 10% | 4 | | Jan 2026 | 4.4K | 0.43% | 11 | 90.5K | 8.9% | 4 | | Feb 2026 | 5.4K | 0.58% | 11 | 90.5K | 9.7% | 4 | | Mar 2026 | 5.4K | 0.5% | 11 | 110K | 10.2% | 4 | | Apr 2026 | 4.4K | 0.4% | 11 | 90.5K | 8.2% | 5 | | May 2026 | 3.6K | 0.35% | 11 | 74K | 7.3% | 5 | | Jun 2026 | 3.6K | 0.36% | 11 | 60.5K | 6.1% | 5 | | Jul 2026 | 3.6K | 0.39% | 11 | 60.5K | 6.6% | 5 | | Aug 2026 | 3.6K | 0.38% | 11 | 74K | 7.8% | 5 | | Sep 2026 | 3.6K | 0.35% | 11 | 90.5K | 8.9% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Forrester Research’s and GfK’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. - **Forrester Research**: Measured on the search term “forrester research”. - **GfK**: Measured on the search term “gfk”. - [Forrester Research profile](/demand/global-en/brands/forrester) - [GfK profile](/demand/global-en/brands/gfk) - [All market research companies worldwide](/demand/global-en/categories/market-research-companies): The set both shares are measured inside, 13 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Forrester Research or GfK more popular in search? In September 2026, GfK had more branded searches than Forrester Research among market research companies worldwide. GfK had about 90,500 branded searches, while Forrester Research had 3,600. GfK made up 8.9% of all market research company searches we track, and Forrester Research accounted for 0.35%. ## Cite this page Brandwave. "Forrester Research vs GfK: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/forrester-vs-gfk This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/forrester-vs-gfk. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.