Brandwave

How popular isCognism?

In September 2026, people searched for Cognism by name about 30 times in New Zealand, a 57.1% decrease from the previous year. These searches made up 1.7% of all New Zealand B2B contact data provider searches, placing Cognism sixth out of seven providers. When we asked both ChatGPT and Google AI Overviews about B2B contact data providers, Cognism appeared in one of the five answers and was the seventh most recommended of the seven.

Search and AI answers in September 2026

Cognism is the sixth most searched of 7 competitors and the seventh most recommended in AI answers.

  1. ZoomInfoShare of searches 27.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. Dun & BradstreetShare of searches 22%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. LushaShare of searches 22%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  4. FirmableShare of searches 18.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. CognismShare of searches 1.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th

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Top B2B contact data providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Cognism was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Cognism is the seventh most recommended of the seven.

Most recommended by AI

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

  1. Apollo1st
  2. ZoomInfo2nd
  3. Firmable3rd
  4. Dun & Bradstreet4th
  5. Katalyst Business5th
  6. Lusha6th
  7. Cognism7th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • ZoomInfo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apollo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lusha3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dun & Bradstreet2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Firmable2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Katalyst Business2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cognism1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about B2B contact data providers

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which B2B contact data providers compete with Cognism?

Cognism against B2B contact data providers in New Zealand, by month

Share of searches by month for ZoomInfo, Dun & Bradstreet, Lusha, Firmable, Apollo, Cognism. The figures are in the table below the chart.

View monthly share of searches table
MonthZoomInfoDun & BradstreetLushaFirmableApolloCognismKatalyst Business
Oct 202525%16.7%25.5%20.3%7.3%3.6%1.6%
Nov 202519.5%16%29.5%16%16%2%1%
Dec 202521.6%17.6%27%9.5%21.6%2%0.68%
Jan 202622.3%18.1%27.4%14.9%14.9%1.9%0.47%
Feb 202616.3%35.8%24%13%8.5%1.6%0.81%
Mar 202619.4%19.4%29%19.4%10.5%1.6%0.81%
Apr 202624%19.5%24%19.5%10.5%1.5%1%
May 202626.4%14.3%26.4%21.4%9.3%1.6%0.55%
Jun 202621.1%17.3%25.9%25.9%7.6%1.6%0.54%
Jul 202623.2%19%23.2%23.2%8.3%1.8%1.2%
Aug 202622.3%22.3%22.9%22.3%6.3%2.3%1.7%
Sep 202627.1%22%22%18.1%7.9%1.7%1.1%

  1. 1.ZoomInfo

    27.1%

    Moved from 4th to 1st. 480 estimated branded searches, +23.1% vs prior month. Share +4.8 points.

  2. 2.Dun & Bradstreet

    22%

    Held 2nd. 390 estimated branded searches, 0% vs prior month. Share -0.3 points.

  3. 3.Lusha

    22%

    Moved from 1st to 3rd. 390 estimated branded searches, -2.5% vs prior month. Share -0.8 points.

  4. 4.Firmable

    18.1%

    Moved from 3rd to 4th. 320 estimated branded searches, -17.9% vs prior month. Share -4.2 points.

  5. 5.Apollo

    7.9%

    Held 5th. 140 estimated branded searches, +27.3% vs prior month. Share +1.6 points.

  6. 6.Cognism

    1.7%

    Held 6th. 30 estimated branded searches, -25% vs prior month. Share -0.6 points.

  7. 7.Katalyst Business

    1.1%

    Held 7th. 20 estimated branded searches, -33.3% vs prior month. Share -0.6 points.

Compare popularity between Cognism and its closest rivals

How has branded search demand for Cognism changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Cognism in New Zealand fell from 70 to 30.
  • Across the 12 months ending September 2026, Cognism’s share of searches among B2B contact data providers in New Zealand decreased from 3.6% to 1.7%.
  • Across the 12 months ending September 2026, Cognism’s share of searches among B2B contact data providers in New Zealand peaked at 3.6% in October 2025 and was lowest at 1.5% in April 2026.

How did search popularity change for New Zealand B2B contact data providers in September 2026?

6 changes

  1. In September 2026, ZoomInfo overtook Lusha and 2 others to become the leader among B2B contact data providers in New Zealand, with 27.1% of the searches.

  2. In September 2026, Apollo gained share of searches among B2B contact data providers in New Zealand, from 6.3% to 7.9%.

  3. In September 2026, Firmable lost share of searches among B2B contact data providers in New Zealand, from 22.3% to 18.1%.

  4. In September 2026, Lusha lost share of searches among B2B contact data providers in New Zealand, from 22.9% to 22%.

  5. In September 2026, Cognism lost share of searches among B2B contact data providers in New Zealand, from 2.3% to 1.7%.

  6. In September 2026, Katalyst Business lost share of searches among B2B contact data providers in New Zealand, from 1.7% to 1.1%.

How are Cognism’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Cognism’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • cognism

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How the Brand Demand Index is measured

Where does Cognism compete?

Cognism is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
B2B contact data providers6th of 71.7%Shown above
B2B sales intelligence platforms6th of 62.1%Show ranking
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Is Cognism your brand?

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