Brandwave

Forrester Research vs YouGov:Which is more popular?

In September 2026, YouGov had more branded searches than Forrester Research among market research companies worldwide. YouGov had about 246,000 branded searches, while Forrester Research had 3,600. YouGov made up 24.1% of all market research company searches we track, and Forrester Research accounted for 0.35%. When we asked ChatGPT and Google AI Overviews about market research companies, Forrester Research appeared in three of the five answers and YouGov in two. Forrester Research and YouGov were each mentioned first in two of the four answers that named either.

Among market research companies worldwide in September 2026

Who do people search for more?

YouGov, about 68 searches for every 1 for Forrester Research

YouGov 246K searchesForrester Research 3.6K searches

Who does AI mention more?

Forrester Research, mentioned in 3 of 5 answers, YouGov in 2

Forrester Research in 3 of 5YouGov in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Forrester Research first in 2YouGov 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, Forrester Research was mentioned in three out of five: in one of the three ChatGPT answers and in both 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. Forrester Research and YouGov were each listed first in two of the four answers that named either.

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 Forrester Research or YouGov more popular in search?

This chart shows how often people search Google for Forrester Research 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.

Forrester Research and YouGov among market research companies worldwide, by month

Share of searches by month for YouGov, Forrester Research. 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 Forrester Research and YouGov comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, YouGov overtook NielsenIQ to rank 2nd among market research companies worldwide, with 24.1% of the searches.

  2. Estimated monthly branded searches for Forrester Research worldwide fell 45.5% over 12 measured months, from 6.6K to 3.6K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Forrester Research’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.

Forrester Research

1 branded search term

  • forrester research

YouGov

1 branded search term

  • yougov

How the Brand Demand Index is measured

Other head-to-heads among market research companies

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