Brandwave

How popular isResearch First?

In September 2026, people searched for Research First by name about 50 times in New Zealand, about the same as the previous year. These searches made up 1.2% of all New Zealand market research company searches, placing Research First eighth out of nine companies. When we asked both ChatGPT and Google AI Overviews about market research companies, Research First appeared in one of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Research First is the eighth most searched of 9 competitors and the fifth most recommended in AI answers.

  1. IpsosShare of searches 53.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  2. NielsenIQShare of searches 17%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. KantarShare of searches 15.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. VerianShare of searches 4.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Research FirstShare of searches 1.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

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Top market research companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Research First was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Research First is the fifth most recommended of the nine.

Most recommended by AI

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

  1. Kantar1st
  2. Ipsos2nd
  3. NielsenIQ3rd
  4. Perceptive3rd
  5. Research First5th
  6. Verian–
  7. Talbot Mills–
  8. Nielsen–
  9. Horizon Research–

Mentioned by AI

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

  • Kantar5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Ipsos2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • NielsenIQ2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Perceptive2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Research First1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Verian0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Talbot Mills0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nielsen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Horizon Research0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about market research companies

5 answers

  • Asked ChatGPT

    “Which market research company should I hire in New Zealand?”

    1. 1Kantar
    2. 2Research First

  • Asked ChatGPT

    “What are the best market research companies in New Zealand?”

    1. 1Kantar
    2. 2Perceptive

  • Asked ChatGPT

    “What's the best market research company in New Zealand for customer insights?”

    1. 1Kantar
    2. 2Ipsos
    3. 3Perceptive

  • Searched Google, AI Overview

    “market research companies”

    1. 1Ipsos
    2. 2Kantar
    3. 3NielsenIQ

  • Searched Google, AI Overview

    “best market research company”

    1. 1Kantar
    2. 2NielsenIQ

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which market research companies compete with Research First?

Research First against market research companies in New Zealand, by month

Share of searches by month for Ipsos, NielsenIQ, Kantar, Verian, Talbot Mills, Nielsen, Research First. The figures are in the table below the chart.

View monthly share of searches table
MonthIpsosNielsenIQKantarVerianTalbot MillsNielsenPerceptiveResearch FirstHorizon Research
Oct 202537.5%23.1%15.4%9.3%4.2%4.2%1.6%1.6%3.2%
Nov 202548.6%20.6%12.6%5.1%3.1%3.1%1.7%1.1%4%
Dec 202547.2%19.5%11%8.5%2.8%3.7%1.6%2%3.7%
Jan 202645.9%19.9%9.1%5.7%2%3%2%10.8%1.4%
Feb 202652.5%17.1%11.8%6.1%2.5%5.7%0.71%1.8%1.8%
Mar 202654.2%19%10.3%3.7%5%4.2%0.79%1.1%1.6%
Apr 202648.9%17%10.1%10.3%6.3%3.7%1.4%1.1%1.1%
May 202647%15.5%17.2%7.9%6%3.6%0.86%1.1%0.86%
Jun 202652.2%14.3%17.7%5.1%4.9%2.7%0.97%1.2%0.97%
Jul 202652.4%16.4%16.4%3.1%4.5%3.9%1.1%1.4%0.84%
Aug 202653.3%18%12.8%4.8%4.8%3%1.3%1.3%1%
Sep 202653.9%17%15.1%4.5%3.8%2.6%1.4%1.2%0.47%

  1. 1.Ipsos

    53.9%

    Held 1st. 2.3K estimated branded searches, +7% vs prior month. Share +0.7 points.

  2. 2.NielsenIQ

    17%

    Held 2nd. 720 estimated branded searches, 0% vs prior month. Share -1 points.

  3. 3.Kantar

    15.1%

    Held 3rd. 640 estimated branded searches, +25.5% vs prior month. Share +2.4 points.

  4. 4.Verian

    4.5%

    Moved from 5th to 4th. 190 estimated branded searches, 0% vs prior month. Share -0.3 points.

  5. 5.Talbot Mills

    3.8%

    Moved from 4th to 5th. 160 estimated branded searches, -15.8% vs prior month. Share -1 points.

  6. 6.Nielsen

    2.6%

    Held 6th. 110 estimated branded searches, -8.3% vs prior month. Share -0.4 points.

  7. 7.Perceptive

    1.4%

    Held 7th. 60 estimated branded searches, +20% vs prior month. Share +0.2 points.

  8. 8.Research First

    1.2%

    Held 8th. 50 estimated branded searches, 0% vs prior month. Share -0.1 points.

  9. 9.Horizon Research

    0.47%

    Held 9th. 20 estimated branded searches, -50% vs prior month. Share -0.5 points.

Compare popularity between Research First and its closest rivals

Every comparison with Research First

7 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Research First in New Zealand held steady at 50.
  • Across the 12 months ending September 2026, Research First’s share of searches among market research companies in New Zealand peaked at 10.8% in January 2026 and was lowest at 1.1% in March 2026.
  • Across the 12 months ending September 2026, Research First rose from 9th to 8th among market research companies in New Zealand.

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

6 changes

  1. In September 2026, Kantar gained share of searches among market research companies in New Zealand, from 12.8% to 15.1%.

  2. In September 2026, Ipsos gained share of searches among market research companies in New Zealand, from 53.3% to 53.9%.

  3. In September 2026, NielsenIQ lost share of searches among market research companies in New Zealand, from 18% to 17%.

  4. In September 2026, Talbot Mills lost share of searches among market research companies in New Zealand, from 4.8% to 3.8%.

  5. In September 2026, Horizon Research lost share of searches among market research companies in New Zealand, from 1% to 0.47%.

  6. In September 2026, Verian rose from 5th to 4th among market research companies in New Zealand.

How are Research First’s branded searches counted?

1 search term

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

  • research first

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How the Brand Demand Index is measured

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