Kantar vs NielsenIQ:Which is more popular?
In September 2026, NielsenIQ had more branded searches than Kantar among market research companies in New Zealand. NielsenIQ had about 720 branded searches, while Kantar had 640. NielsenIQ made up 17% of all market research company searches we track, and Kantar accounted for 15.1%. When we asked ChatGPT and Google AI Overviews about market research companies, Kantar appeared in all five answers and NielsenIQ in two. Kantar was mentioned before NielsenIQ in every answer.
Who do people search for more?
NielsenIQ, about 13% more searches than Kantar
Who does AI mention more?
Kantar, mentioned in every answer we collected
Who does AI recommend more?
Kantar, named ahead of NielsenIQ in every answer
Follow Kantar vs NielsenIQ 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
Top market research companies in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kantar appeared in all five answers. NielsenIQ was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Kantar was listed before NielsenIQ in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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?”
Asked ChatGPT
“What are the best market research companies in New Zealand?”
Asked ChatGPT
“What's the best market research company in New Zealand for customer insights?”
Searched Google, AI Overview
“market research companies”
Searched Google, AI Overview
“best market research company”
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 Kantar or NielsenIQ more popular in search?
This chart shows how often people search Google for Kantar and NielsenIQ by name. Each line represents a brand's share of searches for all nine market research companies we track, month by month, from searches in New Zealand.
Share of searches by month for NielsenIQ, Kantar. The figures are in the table below the chart.
View monthly share of searches table
| Month | Ipsos | NielsenIQ | Kantar | Verian | Talbot Mills | Nielsen | Perceptive | Research First | Horizon Research |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 37.5% | 23.1% | 15.4% | 9.3% | 4.2% | 4.2% | 1.6% | 1.6% | 3.2% |
| Nov 2025 | 48.6% | 20.6% | 12.6% | 5.1% | 3.1% | 3.1% | 1.7% | 1.1% | 4% |
| Dec 2025 | 47.2% | 19.5% | 11% | 8.5% | 2.8% | 3.7% | 1.6% | 2% | 3.7% |
| Jan 2026 | 45.9% | 19.9% | 9.1% | 5.7% | 2% | 3% | 2% | 10.8% | 1.4% |
| Feb 2026 | 52.5% | 17.1% | 11.8% | 6.1% | 2.5% | 5.7% | 0.71% | 1.8% | 1.8% |
| Mar 2026 | 54.2% | 19% | 10.3% | 3.7% | 5% | 4.2% | 0.79% | 1.1% | 1.6% |
| Apr 2026 | 48.9% | 17% | 10.1% | 10.3% | 6.3% | 3.7% | 1.4% | 1.1% | 1.1% |
| May 2026 | 47% | 15.5% | 17.2% | 7.9% | 6% | 3.6% | 0.86% | 1.1% | 0.86% |
| Jun 2026 | 52.2% | 14.3% | 17.7% | 5.1% | 4.9% | 2.7% | 0.97% | 1.2% | 0.97% |
| Jul 2026 | 52.4% | 16.4% | 16.4% | 3.1% | 4.5% | 3.9% | 1.1% | 1.4% | 0.84% |
| Aug 2026 | 53.3% | 18% | 12.8% | 4.8% | 4.8% | 3% | 1.3% | 1.3% | 1% |
| Sep 2026 | 53.9% | 17% | 15.1% | 4.5% | 3.8% | 2.6% | 1.4% | 1.2% | 0.47% |
How has the Kantar and NielsenIQ comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Kantar took it in May 2026, NielsenIQ took it in August 2026.
- Across the 12 months ending September 2026, Kantar’s share of searches among market research companies in New Zealand moved from 15.4% to 15.1%, and its estimated monthly branded searches moved from 480 to 640.
- Across the 12 months ending September 2026, NielsenIQ’s share of searches among market research companies in New Zealand moved from 23.1% to 17%, and its estimated monthly branded searches held steady at 720.
How did search popularity change for New Zealand market research companies in September 2026?
2 changes
In September 2026, Kantar gained share of searches among market research companies in New Zealand, from 12.8% to 15.1%.
In September 2026, NielsenIQ lost share of searches among market research companies in New Zealand, from 18% to 17%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Kantar’s and NielsenIQ’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.
Other head-to-heads among market research companies
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.