Brandwave

First Focus vs The Instillery:Which is more popular?

In September 2026, First Focus had more branded searches than The Instillery among IT managed service providers in New Zealand. First Focus had about 680 branded searches, while The Instillery had 590. First Focus made up 10.7% of all IT managed service provider searches we track, and The Instillery accounted for 9.3%. When we asked ChatGPT and Google AI Overviews about IT managed service providers, First Focus appeared in three of the five answers and The Instillery in none.

Among IT managed service providers in New Zealand in September 2026

Who do people search for more?

First Focus, about 15% more searches than The Instillery

First Focus 680 searchesThe Instillery 590 searches

Who does AI mention more?

First Focus, mentioned in 3 of 5 answers, The Instillery in 0

First Focus in 3 of 5The Instillery in 0 of 5

Who does AI recommend more?

First Focus, the only one of the two named

First Focus first in 3The Instillery never named

Follow First Focus vs The Instillery and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top IT managed service providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, First Focus was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. The Instillery did not appear in any of the five answers.

Most recommended by AI

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

  1. iT3601st
  2. First Focus2nd
  3. Datacom3rd
  4. Lucidity4th
  5. The Instillery–
  6. Cyclone Computers–
  7. CCL–
  8. Fujitsu–

Mentioned by AI

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

  • Datacom3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • First Focus3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • iT3603 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lucidity2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Instillery0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cyclone Computers0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • CCL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fujitsu0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about IT managed service providers

5 answers

  • Asked ChatGPT

    “Which IT managed service provider should I hire in New Zealand?”

    1. 1iT360
    2. 2First Focus
    3. 3Datacom

  • Asked ChatGPT

    “What are the best IT managed service providers in New Zealand?”

    1. 1Datacom
    2. 2First Focus
    3. 3iT360
    4. 4Lucidity

  • Asked ChatGPT

    “What's the best IT managed service provider in New Zealand for outsourced IT support?”

    1. 1iT360
    2. 2First Focus
    3. 3Lucidity
    4. 4Datacom

  • Searched Google, AI Overview

    “managed service providers nz”

    1. Searched Google, AI Overview

      “best msps”

      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.

      Is First Focus or The Instillery more popular in search?

      This chart shows how often people search Google for First Focus and The Instillery by name. Each line represents a brand's share of searches for all eight IT managed service providers we track, month by month, from searches in New Zealand.

      First Focus and The Instillery among IT managed service providers in New Zealand, by month

      Share of searches by month for First Focus, The Instillery. The figures are in the table below the chart.

      View monthly share of searches table
      MonthDatacomFirst FocusThe InstilleryCyclone ComputersiT360LucidityCCLFujitsu
      Oct 202575.3%0.51%12.3%6.7%4.5%0.34%0.17%0.17%
      Nov 202574.7%0.51%10%10%3.6%0.34%0.51%0.34%
      Dec 202574.9%0.41%12.2%8.1%3.5%0.41%0.21%0.21%
      Jan 202672.8%0.81%11.9%9.7%3.4%0.4%0.4%0.6%
      Feb 202675.4%2.4%12.3%5.5%3.6%0.34%0.17%0.34%
      Mar 202676.4%2.8%12.4%4.5%3%0.28%0.28%0.28%
      Apr 202679%2.2%8.6%4.7%4.7%0.36%0.36%0.18%
      May 202669.8%8.7%11.4%4.1%5.1%0.32%0.32%0.32%
      Jun 202672.4%7.2%11.8%4.3%3.4%0.16%0.33%0.33%
      Jul 202674.9%4.1%10%4.4%5.4%0.34%0.34%0.51%
      Aug 202670.9%7.4%11.6%5.1%4.2%0.32%0.16%0.32%
      Sep 202669.3%10.7%9.3%5%5%0.31%0.16%0.16%

      How has the First Focus and The Instillery comparison changed over the last 12 months?

      3 findings

      How did search popularity change for New Zealand IT managed service providers in September 2026?

      2 changes

      1. In September 2026, First Focus overtook The Instillery to rank 2nd among IT managed service providers in New Zealand, with 10.7% of the searches.

      2. In September 2026, The Instillery lost share of searches among IT managed service providers in New Zealand, from 11.6% to 9.3%.

      How are branded searches counted?

      4 search terms

      Brandwave collects information about searches that people make online using First Focus’ and The Instillery’s 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.

      First Focus

      2 branded search terms

      • first focus
      • first focus it

      The Instillery

      2 branded search terms

      • the instillery
      • theinstillery

      How the Brand Demand Index is measured

      Other head-to-heads among IT managed service providers

      Creator with pink hair and a pink jacket

      Put your own brand in this comparison

      Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

      Start free