---
title: "GfK vs Ipsos: Which is more popular by branded search?"
description: "Which is more popular in search, GfK or Ipsos? Compare estimated monthly branded-search demand and Share of Search inside the Market research firms 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/gfk-vs-ipsos"
publisher: "Brandwave"
---

# GfK vs Ipsos: Which is more popular by branded search?

Which is more popular in search, GfK or Ipsos? Compare estimated monthly branded-search demand and Share of Search inside the Market research firms 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**: GfK and Ipsos
- **Competitive set**: Market research firms
- **Market**: Global
- **Month measured**: Aug 2026
- **GfK Share of Search**: 11.4%
- **Ipsos Share of Search**: 37.7%

## Which is more popular in search, GfK or Ipsos?

- In August 2026, Ipsos had more branded searches than GfK among market research firms worldwide. Ipsos was estimated to have 246K branded searches compared to GfK’s 74K, and held a 37.7% Share of Search versus GfK’s 11.4%.
- Ipsos was ahead of GfK in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, GfK’s estimated Share of Search among market research firms worldwide moved from 13.8% to 11.4%, and its estimated monthly branded searches moved from 110K to 74K.
- Across the 11 months ending August 2026, Ipsos’ estimated Share of Search among market research firms worldwide moved from 30.8% to 37.7%, and its estimated monthly branded searches held steady at 246K.

## 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%.

## Month by month

| Month | GfK estimated searches | GfK Share of Search | GfK rank | Ipsos estimated searches | Ipsos Share of Search | Ipsos rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 110K | 13.8% | 4 | 246K | 30.8% | 1 |
| Nov 2025 | 110K | 15.4% | 3 | 201K | 28.1% | 2 |
| Dec 2025 | 90.5K | 14.6% | 3 | 201K | 32.4% | 1 |
| Jan 2026 | 90.5K | 13.4% | 3 | 201K | 29.7% | 2 |
| Feb 2026 | 90.5K | 14.2% | 3 | 201K | 31.6% | 1 |
| Mar 2026 | 110K | 14.4% | 3 | 246K | 32.3% | 1 |
| Apr 2026 | 90.5K | 11.3% | 4 | 301K | 37.7% | 1 |
| May 2026 | 74K | 10.3% | 4 | 246K | 34.1% | 1 |
| Jun 2026 | 60.5K | 8.7% | 4 | 301K | 43.3% | 1 |
| Jul 2026 | 60.5K | 9.5% | 4 | 201K | 31.7% | 2 |
| Aug 2026 | 74K | 11.4% | 4 | 246K | 37.7% | 1 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using GfK’s and Ipsos’ 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.

- **GfK**: Measured on the search term “gfk”.
- **Ipsos**: Measured on the search term “ipsos”.

- [GfK profile](/demand/global-en/brands/gfk)
- [Ipsos profile](/demand/global-en/brands/ipsos)
- [All market research firms worldwide](/demand/global-en/categories/market-research-firms): The set both shares are measured inside, 6 brands.

## 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 is more popular in search, GfK or Ipsos?

In August 2026, Ipsos had more branded searches than GfK among market research firms worldwide. Ipsos was estimated to have 246K branded searches compared to GfK’s 74K, and held a 37.7% Share of Search versus GfK’s 11.4%.

## Cite this page

Brandwave. "GfK vs Ipsos: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/gfk-vs-ipsos

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/gfk-vs-ipsos. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.