Kantar vs Qualtrics:Which is more popular?
In September 2026, Qualtrics had more branded searches than Kantar among brand tracking platforms in New Zealand. Qualtrics had about 1,900 branded searches, while Kantar had 480. Qualtrics made up 67.1% of all brand tracking platform searches we track, and Kantar accounted for 17%. When we asked ChatGPT and Google AI Overviews about brand tracking platforms, Kantar appeared in three of the five answers and Qualtrics in two. Kantar was mentioned before Qualtrics in three out of four answers that named either.
Who do people search for more?
Qualtrics, about 4 searches for every 1 for Kantar
Who does AI mention more?
Kantar, mentioned in 3 of 5 answers, Qualtrics in 2
Who does AI recommend more?
Kantar, named ahead of Qualtrics in 3 of 4 answers
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Top brand tracking platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kantar was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Qualtrics was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Kantar was listed before Qualtrics in three out of four answers that named either.
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.
Tracksuit5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Kantar3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Brandwatch3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
YouGov3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
TRA3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Qualtrics2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Latana1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about brand tracking platforms
5 answers
Asked ChatGPT
“Which brand tracking platform should I use in New Zealand?”
Asked ChatGPT
“What are the best brand tracking platforms in New Zealand?”
Asked ChatGPT
“What's the best brand tracking platform in New Zealand for brand awareness?”
Searched Google, AI Overview
“brand tracking software”
Searched Google, AI Overview
“brand awareness tool”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Kantar or Qualtrics more popular in search?
This chart shows how often people search Google for Kantar and Qualtrics by name. Each line represents a brand's share of searches for all seven brand tracking platforms we track, month by month, from searches in New Zealand.
Share of searches by month for Qualtrics, Kantar. The figures are in the table below the chart.
View monthly share of searches table
| Month | Qualtrics | Kantar | Brandwatch | YouGov | Tracksuit | Latana | TRA |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 72.5% | 12.4% | 4.5% | 6.3% | 2.7% | 0.6% | 0.91% |
| Nov 2025 | 63.5% | 13.1% | 7.1% | 6% | 7.5% | 2.4% | 0.4% |
| Dec 2025 | 60.3% | 15.1% | 7.5% | 9.6% | 5.5% | 1.4% | 0.68% |
| Jan 2026 | 58.8% | 12.9% | 8.2% | 12.4% | 5.3% | 1.8% | 0.59% |
| Feb 2026 | 61.9% | 12.9% | 7.1% | 10% | 3.8% | 3.3% | 0.95% |
| Mar 2026 | 73.4% | 10.4% | 4.6% | 6.4% | 3.7% | 1.2% | 0.31% |
| Apr 2026 | 72.2% | 10.3% | 5.7% | 5.3% | 4.6% | 1.5% | 0.38% |
| May 2026 | 69.8% | 17.4% | 4.1% | 5.2% | 2% | 0.87% | 0.58% |
| Jun 2026 | 64.2% | 20.3% | 4.7% | 5.1% | 4.1% | 1% | 0.68% |
| Jul 2026 | 66% | 16.7% | 4.9% | 6.3% | 4.9% | 1% | 0.35% |
| Aug 2026 | 71.4% | 11.9% | 6.5% | 4.2% | 4.2% | 1.5% | 0.3% |
| Sep 2026 | 67.1% | 17% | 5.3% | 4.9% | 3.9% | 1.4% | 0.35% |
How has the Kantar and Qualtrics comparison changed over the last 12 months?
3 findings
- Qualtrics was ahead of Kantar in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Kantar’s share of searches among brand tracking platforms in New Zealand moved from 12.4% to 17%, and its estimated monthly branded searches moved from 410 to 480.
- Across the 12 months ending September 2026, Qualtrics’ share of searches among brand tracking platforms in New Zealand moved from 72.5% to 67.1%, and its estimated monthly branded searches moved from 2.4K to 1.9K.
How did search popularity change for New Zealand brand tracking platforms in September 2026?
2 changes
In September 2026, Kantar gained share of searches among brand tracking platforms in New Zealand, from 11.9% to 17%.
In September 2026, Qualtrics lost share of searches among brand tracking platforms in New Zealand, from 71.4% to 67.1%.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Kantar’s and Qualtrics’ 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 brand tracking platforms
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