---
title: "UX research tools in New Zealand: Which brands are most popular in search?"
description: "Compare the user research and usability testing tools New Zealand product and marketing teams use. Share of Search among Optimal Workshop, UserTesting, Lyssna, Maze and Dovetail, the UX research tools Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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/nz/categories/nz-ux-research-tools"
publisher: "Brandwave"
---

# UX research tools in New Zealand: Which brands are most popular in search?

Compare the user research and usability testing tools New Zealand product and marketing teams use. Share of Search among Optimal Workshop, UserTesting, Lyssna, Maze and Dovetail, the UX research tools Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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

- **Competitive set**: UX research tools
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Aug 2026
- **Highest Share of Search**: Optimal Workshop, 41.7%

## Which brand is most popular in search among UX research tools in New Zealand?

- Optimal Workshop and UserTesting share the highest estimated Share of Search among UX research tools in New Zealand, at 41.7% in August 2026.
- Across the 11 months ending August 2026, Optimal Workshop’s estimated Share of Search among UX research tools in New Zealand decreased from 45.1% to 41.7%.
- Across the 11 months ending August 2026, UserTesting’s estimated Share of Search among UX research tools in New Zealand increased from 36.6% to 41.7%.
- Across the 11 months ending August 2026, Lyssna’s estimated Share of Search among UX research tools in New Zealand increased from 7.3% to 11.1%.
- Across the 11 months ending August 2026, Maze’s estimated Share of Search among UX research tools in New Zealand decreased from 9.8% to 4.6%.
- Across the 11 months ending August 2026, Optimal Workshop’s estimated Share of Search among UX research tools in New Zealand peaked at 45.1% in October 2025 and was lowest at 28.4% in June 2026.
- Across the 11 months ending August 2026, UserTesting’s estimated Share of Search among UX research tools in New Zealand peaked at 54.1% in January 2026 and was lowest at 34.8% in March 2026.
- Across the 11 months ending August 2026, Lyssna’s estimated Share of Search among UX research tools in New Zealand peaked at 13% in March 2026 and was lowest at 5.7% in November 2025.
- Across the 11 months ending August 2026, Maze’s estimated Share of Search among UX research tools in New Zealand peaked at 13.3% in May 2026 and was lowest at 4.6% in August 2026.
- Across the 11 months ending August 2026, Dovetail’s estimated Share of Search among UX research tools in New Zealand peaked at 3.4% in November 2025 and was lowest at 0.93% in August 2026.
- Across the 11 months ending August 2026, Lyssna rose from 4th to 3rd among UX research tools in New Zealand.
- Across the 11 months ending August 2026, Maze fell from 3rd to 4th among UX research tools in New Zealand.
- Across the 11 months ending August 2026, Dovetail held steady: its estimated Share of Search among UX research tools in New Zealand moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Optimal Workshop vs UserTesting: compare search popularity](/demand/nz/compare/optimal-workshop-vs-usertesting): 41.7% Share of Search each.
- [Optimal Workshop vs Lyssna: compare search popularity](/demand/nz/compare/lyssna-vs-optimal-workshop): 41.7% against 11.1% Share of Search.
- [Optimal Workshop vs Maze: compare search popularity](/demand/nz/compare/maze-vs-optimal-workshop): 41.7% against 4.6% Share of Search.
- [UserTesting vs Lyssna: compare search popularity](/demand/nz/compare/lyssna-vs-usertesting): 41.7% against 11.1% Share of Search.
- [UserTesting vs Maze: compare search popularity](/demand/nz/compare/maze-vs-usertesting): 41.7% against 4.6% Share of Search.
- [Lyssna vs Maze: compare search popularity](/demand/nz/compare/lyssna-vs-maze): 11.1% against 4.6% Share of Search.

## How did search popularity change for New Zealand UX research tools in August 2026?

- In August 2026, Optimal Workshop overtook UserTesting to take the highest estimated Share of Search among UX research tools in New Zealand, at 41.7%.
- In August 2026, Lyssna gained estimated Share of Search among UX research tools in New Zealand, from 8% to 11.1%.
- In August 2026, UserTesting lost estimated Share of Search among UX research tools in New Zealand, from 53.4% to 41.7%.
- In August 2026, Maze lost estimated Share of Search among UX research tools in New Zealand, from 8% to 4.6%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Optimal Workshop | 41.7% | 450 | +73.1% | Optimal Workshop |
| 2 | UserTesting | 41.7% | 450 | -4.3% | UserTesting |
| 3 | Lyssna | 11.1% | 120 | +71.4% | Lyssna |
| 4 | Maze | 4.6% | 50 | -28.6% | Maze |
| 5 | Dovetail | 0.93% | 10 | 0.0% | Dovetail |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Optimal Workshop | 370 | 45.1% | 1 |
| Oct 2025 | UserTesting | 300 | 36.6% | 2 |
| Oct 2025 | Maze | 80 | 9.8% | 3 |
| Oct 2025 | Lyssna | 60 | 7.3% | 4 |
| Oct 2025 | Dovetail | 10 | 1.2% | 5 |
| Nov 2025 | UserTesting | 390 | 44.8% | 1 |
| Nov 2025 | Optimal Workshop | 320 | 36.8% | 2 |
| Nov 2025 | Maze | 80 | 9.2% | 3 |
| Nov 2025 | Lyssna | 50 | 5.7% | 4 |
| Nov 2025 | Dovetail | 30 | 3.4% | 5 |
| Dec 2025 | UserTesting | 320 | 52.5% | 1 |
| Dec 2025 | Optimal Workshop | 190 | 31.1% | 2 |
| Dec 2025 | Maze | 50 | 8.2% | 3 |
| Dec 2025 | Lyssna | 40 | 6.6% | 4 |
| Dec 2025 | Dovetail | 10 | 1.6% | 5 |
| Jan 2026 | UserTesting | 460 | 54.1% | 1 |
| Jan 2026 | Optimal Workshop | 270 | 31.8% | 2 |
| Jan 2026 | Lyssna | 60 | 7.1% | 3 |
| Jan 2026 | Maze | 40 | 4.7% | 4 |
| Jan 2026 | Dovetail | 20 | 2.4% | 5 |
| Feb 2026 | UserTesting | 390 | 45.3% | 1 |
| Feb 2026 | Optimal Workshop | 320 | 37.2% | 2 |
| Feb 2026 | Maze | 80 | 9.3% | 3 |
| Feb 2026 | Lyssna | 60 | 7% | 4 |
| Feb 2026 | Dovetail | 10 | 1.2% | 5 |
| Mar 2026 | Optimal Workshop | 360 | 39.1% | 1 |
| Mar 2026 | UserTesting | 320 | 34.8% | 2 |
| Mar 2026 | Lyssna | 120 | 13% | 3 |
| Mar 2026 | Maze | 90 | 9.8% | 4 |
| Mar 2026 | Dovetail | 30 | 3.3% | 5 |
| Apr 2026 | UserTesting | 330 | 46.5% | 1 |
| Apr 2026 | Optimal Workshop | 230 | 32.4% | 2 |
| Apr 2026 | Lyssna | 70 | 9.9% | 3 |
| Apr 2026 | Maze | 60 | 8.5% | 4 |
| Apr 2026 | Dovetail | 20 | 2.8% | 5 |
| May 2026 | UserTesting | 320 | 42.7% | 1 |
| May 2026 | Optimal Workshop | 260 | 34.7% | 2 |
| May 2026 | Maze | 100 | 13.3% | 3 |
| May 2026 | Lyssna | 60 | 8% | 4 |
| May 2026 | Dovetail | 10 | 1.3% | 5 |
| Jun 2026 | UserTesting | 470 | 53.4% | 1 |
| Jun 2026 | Optimal Workshop | 250 | 28.4% | 2 |
| Jun 2026 | Maze | 90 | 10.2% | 3 |
| Jun 2026 | Lyssna | 60 | 6.8% | 4 |
| Jun 2026 | Dovetail | 10 | 1.1% | 5 |
| Jul 2026 | UserTesting | 470 | 53.4% | 1 |
| Jul 2026 | Optimal Workshop | 260 | 29.5% | 2 |
| Jul 2026 | Lyssna | 70 | 8% | 3 |
| Jul 2026 | Maze | 70 | 8% | 4 |
| Jul 2026 | Dovetail | 10 | 1.1% | 5 |
| Aug 2026 | Optimal Workshop | 450 | 41.7% | 1 |
| Aug 2026 | UserTesting | 450 | 41.7% | 2 |
| Aug 2026 | Lyssna | 120 | 11.1% | 3 |
| Aug 2026 | Maze | 50 | 4.6% | 4 |
| Aug 2026 | Dovetail | 10 | 0.93% | 5 |
| Sep 2026 | Dovetail | — | — | — |
| Sep 2026 | Lyssna | — | — | — |
| Sep 2026 | Maze | — | — | — |
| Sep 2026 | Optimal Workshop | — | — | — |
| Sep 2026 | UserTesting | — | — | — |

## What is being compared

- **Dovetail**: Measured on the search terms “dovetail app”, “dovetail user testing” and “dovetail ux research”, summed into one figure.
- **Lyssna**: Measured on the search terms “lyssna”, “lyssna com”, “lyssna user testing” and “usability hub”, summed into one figure.
- **Maze**: Measured on the search terms “maze design”, “maze testing”, “maze usability”, “maze user testing”, “maze ux” and “maze ux research”, summed into one figure.
- **Optimal Workshop**: Measured on the search terms “optimal sort”, “optimal workshop”, “optimal workshop nz”, “optimalworkshop”, “optimalworkshop com” and “treejack”, summed into one figure.
- **UserTesting**: Measured on the search terms “usertesting”, “usertesting com”, “usertesting nz”, “usertesting online” and “usertesting user testing”, summed into one figure.

- [Dovetail](/demand/nz/brands/dovetail)
- [Lyssna](/demand/nz/brands/lyssna)
- [Maze](/demand/nz/brands/maze)
- [Optimal Workshop](/demand/nz/brands/optimal-workshop)
- [UserTesting](/demand/nz/brands/usertesting)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among UX research tools in New Zealand?

Optimal Workshop and UserTesting share the highest estimated Share of Search among UX research tools in New Zealand, at 41.7% in August 2026.

## Cite this page

Brandwave. "UX research tools in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-ux-research-tools

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-ux-research-tools. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.