Brandwave

How popular isSimpson Grierson?

In September 2026, people searched for Simpson Grierson by name about 2,950 times in New Zealand, about the same as the previous year. These searches made up 16.2% of all New Zealand large commercial law firm searches, placing Simpson Grierson second out of eight firms. When we asked both ChatGPT and Google AI Overviews about large commercial law firms, Simpson Grierson appeared in four of the five answers and was the fifth most recommended of the eight.

Search and AI answers in September 2026

Simpson Grierson is the second most searched of 8 competitors and the fifth most recommended in AI answers.

  1. Russell McVeaghShare of searches 16.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. Simpson GriersonShare of searches 16.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  3. Chapman TrippShare of searches 15.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  4. MinterEllisonRuddWattsShare of searches 14.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  5. Bell GullyShare of searches 13.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

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Top large commercial law firms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Simpson Grierson was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Simpson Grierson is the fifth most recommended of the eight.

Most recommended by AI

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

  1. Bell Gully1st
  2. Chapman Tripp2nd
  3. Russell McVeagh3rd
  4. MinterEllisonRuddWatts4th
  5. Simpson Grierson5th
  6. Buddle Findlay6th
  7. DLA Piper7th
  8. Dentons8th

Mentioned by AI

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

  • Russell McVeagh5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Chapman Tripp5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bell Gully5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Simpson Grierson4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MinterEllisonRuddWatts4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • DLA Piper3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Buddle Findlay2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dentons2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about large commercial law firms

5 answers

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

Which large commercial law firms compete with Simpson Grierson?

Simpson Grierson against large commercial law firms in New Zealand, by month

Share of searches by month for Russell McVeagh, Simpson Grierson, Chapman Tripp, MinterEllisonRuddWatts, Bell Gully, Buddle Findlay, Dentons, DLA Piper. The figures are in the table below the chart.

View monthly share of searches table
MonthRussell McVeaghSimpson GriersonChapman TrippMinterEllisonRuddWattsBell GullyBuddle FindlayDentonsDLA Piper
Oct 202516.8%16.4%13.4%13.9%13.5%13.4%9.3%3.3%
Nov 202519.6%15.5%15.3%12.5%12.8%12.7%8.6%3.1%
Dec 202517%16.4%16.2%13.4%12.9%12.8%8.7%2.6%
Jan 202617.3%16.9%13.1%11.6%16.8%13.1%7.8%3.3%
Feb 202617.7%14%13.8%14.2%13.9%13.8%8.6%4.2%
Mar 202614.5%14.4%14.1%12%14.2%14.1%9.1%7.6%
Apr 202615.9%15.3%15.1%13%15.3%12.5%8.3%4.6%
May 202614.9%14.7%14.4%13%18%12%9.4%3.6%
Jun 202616.8%16.5%13.5%13.3%13.6%13.5%8.8%4%
Jul 202617.6%17.3%14.1%12.1%14.1%14.1%6.5%4.2%
Aug 202616.1%15.7%15.5%13.2%12.9%15.5%7.4%3.8%
Sep 202616.4%16.2%15.9%14.4%13.3%13.3%7.3%3.2%

  1. 1.Russell McVeagh

    16.4%

    Held 1st. 3K estimated branded searches, -0.99% vs prior month. Share +0.3 points.

  2. 2.Simpson Grierson

    16.2%

    Held 2nd. 3K estimated branded searches, 0% vs prior month. Share +0.5 points.

  3. 3.Chapman Tripp

    15.9%

    Moved from 4th to 3rd. 2.9K estimated branded searches, 0% vs prior month. Share +0.5 points.

  4. 4.MinterEllisonRuddWatts

    14.4%

    Moved from 5th to 4th. 2.6K estimated branded searches, +5.2% vs prior month. Share +1.1 points.

  5. 5.Bell Gully

    13.3%

    Moved from 6th to 5th. 2.4K estimated branded searches, -0.41% vs prior month. Share +0.4 points.

  6. 6.Buddle Findlay

    13.3%

    Moved from 3rd to 6th. 2.4K estimated branded searches, -16.8% vs prior month. Share -2.2 points.

  7. 7.Dentons

    7.3%

    Held 7th. 1.3K estimated branded searches, -3.6% vs prior month. Share 0 points.

  8. 8.DLA Piper

    3.2%

    Held 8th. 590 estimated branded searches, -18.1% vs prior month. Share -0.6 points.

Compare popularity between Simpson Grierson and its closest rivals

Every comparison with Simpson Grierson

13 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Simpson Grierson in New Zealand held steady, from 2.9K to 3K.
  • Across the 12 months ending September 2026, Simpson Grierson’s share of searches among large commercial law firms in New Zealand peaked at 17.3% in July 2026 and was lowest at 14% in February 2026.

How did search popularity change for New Zealand large commercial law firms in September 2026?

6 changes

  1. In September 2026, MinterEllisonRuddWatts overtook Buddle Findlay to rank 4th among large commercial law firms in New Zealand, with 14.4% of the searches.

  2. In September 2026, Buddle Findlay lost share of searches among large commercial law firms in New Zealand, from 15.5% to 13.3%.

  3. In September 2026, DLA Piper lost share of searches among large commercial law firms in New Zealand, from 3.8% to 3.2%.

  4. Chapman Tripp’s share of searches among large commercial law firms in New Zealand has gained ground for 3 months in a row, from 13.5% to 15.9% in September 2026.

  5. In September 2026, Bell Gully rose from 6th to 5th among large commercial law firms in New Zealand.

  6. Estimated monthly branded searches for Dentons in New Zealand fell 19.8% over 12 measured months, from 1.7K to 1.3K in September 2026.

How are Simpson Grierson’s branded searches counted?

3 search terms

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

  • simpson and grierson
  • Simpson Grierson
  • simpson grierson lawyers

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How the Brand Demand Index is measured

Where does Simpson Grierson compete?

Simpson Grierson 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
large commercial law firms2nd of 816.2%Shown above
Auckland law firms2nd of 825.1%Show ranking
Creator with pink hair and a pink jacket

Is Simpson Grierson your brand?

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