--- title: "Kantar vs Qualtrics: Which is searched more?" description: "Is Kantar or Qualtrics more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Brand tracking platforms 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/kantar-vs-qualtrics" publisher: "Brandwave" --- # Kantar vs Qualtrics: Which is searched more? Is Kantar or Qualtrics more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Brand tracking platforms 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**: Kantar and Qualtrics - **Competitive set**: Brand tracking platforms - **Market**: Global - **Month measured**: Sep 2026 - **Kantar Share of Search**: 21.7% - **Qualtrics Share of Search**: 58.9% ## Is Kantar or Qualtrics more popular in search? - In September 2026, Qualtrics had more branded searches than Kantar among brand tracking platforms worldwide. Qualtrics had about 246,000 branded searches, while Kantar had 90,500. Qualtrics made up 58.9% of all brand tracking platform searches we track, and Kantar accounted for 21.7%. - Qualtrics was ahead of Kantar in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Kantar’s share of searches among brand tracking platforms worldwide moved from 22.2% to 21.7%, and its estimated monthly branded searches moved from 135K to 90.5K. - Across the 12 months ending September 2026, Qualtrics’ share of searches among brand tracking platforms worldwide moved from 60.4% to 58.9%, and its estimated monthly branded searches moved from 368K to 246K. ## Top brand tracking platforms in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Qualtrics was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. Kantar was listed before Qualtrics in three out of 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 | | --- | --- | --- | --- | --- | | Tracksuit | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | YouGov BrandIndex | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Qualtrics | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Latana | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | Brandwatch | 5th | 3 of 3 | 2 of 2 | 5 of 5 | | Kantar | 6th | 3 of 3 | 0 of 2 | 3 of 5 | | Brand24 | 7th | 1 of 3 | 2 of 2 | 3 of 5 | | quantilope | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Attest | 9th | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about brand tracking platforms - Asked ChatGPT "Which brand tracking platform should I use?": 1. Tracksuit, 2. Brandwatch, 3. YouGov BrandIndex, 4. Brand24, 5. Kantar - Asked ChatGPT "What are the best brand tracking platforms?": 1. Tracksuit, 2. YouGov BrandIndex, 3. Kantar, 4. Latana, 5. Qualtrics, 6. Brandwatch, 7. Attest - Asked ChatGPT "What's the best brand tracking platform for brand awareness tracking?": 1. YouGov BrandIndex, 2. Tracksuit, 3. Kantar, 4. Qualtrics, 5. Brandwatch - Searched Google, AI Overview "brand tracking platforms": 1. Tracksuit, 2. Latana, 3. YouGov BrandIndex, 4. Qualtrics, 5. quantilope, 6. Brandwatch, 7. Brand24 - Searched Google, AI Overview "brand awareness software": 1. YouGov BrandIndex, 2. Qualtrics, 3. Tracksuit, 4. Latana, 5. Brandwatch, 6. Brand24 Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for brand tracking platforms worldwide in September 2026? - In September 2026, Qualtrics gained share of searches among brand tracking platforms worldwide, from 55.3% to 58.9%. - In September 2026, Kantar lost share of searches among brand tracking platforms worldwide, from 24.9% to 21.7%. ## Month by month | Month | Kantar estimated searches | Kantar Share of Search | Kantar rank | Qualtrics estimated searches | Qualtrics Share of Search | Qualtrics rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 135K | 22.2% | 2 | 368K | 60.4% | 1 | | Nov 2025 | 110K | 21.3% | 2 | 301K | 58.2% | 1 | | Dec 2025 | 90.5K | 21.4% | 2 | 246K | 58.1% | 1 | | Jan 2026 | 90.5K | 21.3% | 2 | 246K | 58% | 1 | | Feb 2026 | 90.5K | 18.9% | 2 | 301K | 62.9% | 1 | | Mar 2026 | 110K | 18.8% | 2 | 368K | 62.9% | 1 | | Apr 2026 | 110K | 19.5% | 2 | 368K | 65.1% | 1 | | May 2026 | 110K | 22.1% | 2 | 301K | 60.4% | 1 | | Jun 2026 | 90.5K | 21.4% | 2 | 246K | 58.1% | 1 | | Jul 2026 | 90.5K | 24.9% | 2 | 201K | 55.3% | 1 | | Aug 2026 | 90.5K | 24.9% | 2 | 201K | 55.3% | 1 | | Sep 2026 | 90.5K | 21.7% | 2 | 246K | 58.9% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Kantar’s and Qualtrics’ 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. - **Kantar**: Measured on the search term “kantar”. - **Qualtrics**: Measured on the search term “qualtrics”. - [Kantar profile](/demand/global-en/brands/kantar) - [Qualtrics profile](/demand/global-en/brands/qualtrics) - [All brand tracking platforms worldwide](/demand/global-en/categories/brand-tracking-platforms): The set both shares are measured inside, 9 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 Kantar or Qualtrics more popular in search? In September 2026, Qualtrics had more branded searches than Kantar among brand tracking platforms worldwide. Qualtrics had about 246,000 branded searches, while Kantar had 90,500. Qualtrics made up 58.9% of all brand tracking platform searches we track, and Kantar accounted for 21.7%. ## Cite this page Brandwave. "Kantar vs Qualtrics: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/kantar-vs-qualtrics This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/kantar-vs-qualtrics. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.