NielsenIQ vs Research First:Which is more popular?
In September 2026, NielsenIQ had more branded searches than Research First among market research companies in New Zealand. NielsenIQ had about 720 branded searches, while Research First had 50. NielsenIQ made up 17% of all market research company searches we track, and Research First accounted for 1.2%. When we asked ChatGPT and Google AI Overviews about market research companies, NielsenIQ appeared in two of the five answers and Research First in one. NielsenIQ was mentioned before Research First in two out of three answers that named either.
Who do people search for more?
NielsenIQ, about 14 searches for every 1 for Research First
Who does AI mention more?
NielsenIQ, mentioned in 2 of 5 answers, Research First in 1
Who does AI recommend more?
NielsenIQ, named ahead of Research First in 2 of 3 answers
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Top market research companies in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, NielsenIQ was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Research First was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. NielsenIQ was listed before Research First in two out of three 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.
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 NielsenIQ or Research First more popular in search?
This chart shows how often people search Google for NielsenIQ and Research First 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, Research First. 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 NielsenIQ and Research First comparison changed over the last 12 months?
3 findings
- NielsenIQ was ahead of Research First in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Research First’s share of searches among market research companies in New Zealand moved from 1.6% to 1.2%, and its estimated monthly branded searches held steady at 50.
How did search popularity change for New Zealand market research companies in September 2026?
1 change
In September 2026, NielsenIQ lost share of searches among market research companies in New Zealand, from 18% to 17%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using NielsenIQ’s and Research First’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.
NielsenIQ
2 branded search terms
- nielsen iq
- nielseniq
Research First
1 branded search term
- research first
Other head-to-heads among market research companies
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