--- title: "TRA vs YouGov: Which is searched more in New Zealand?" description: "Is TRA or YouGov more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Brand tracking platforms set in New Zealand. 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/compare/tra-insights-vs-yougov" publisher: "Brandwave" --- # TRA vs YouGov: Which is searched more in New Zealand? Is TRA or YouGov more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Brand tracking platforms set in New Zealand. 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 - **Compared**: TRA and YouGov - **Competitive set**: Brand tracking platforms - **Market**: New Zealand - **Month measured**: Sep 2026 - **TRA Share of Search**: 0.35% - **YouGov Share of Search**: 4.9% ## Is TRA or YouGov more popular in search? - In September 2026, YouGov had more branded searches than TRA among brand tracking platforms in New Zealand. YouGov had about 140 branded searches, while TRA had 10. YouGov made up 4.9% of all brand tracking platform searches we track, and TRA accounted for 0.35%. - YouGov was ahead of TRA in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, TRA’s share of searches among brand tracking platforms in New Zealand moved from 0.91% to 0.35%, and its estimated monthly branded searches moved from 30 to 10. - Across the 12 months ending September 2026, YouGov’s share of searches among brand tracking platforms in New Zealand moved from 6.3% to 4.9%, and its estimated monthly branded searches moved from 210 to 140. ## Top brand tracking platforms in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, TRA was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. YouGov was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. TRA and YouGov were each listed first in two of the four answers that named either. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Tracksuit | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Kantar | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | YouGov | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Brandwatch | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | TRA | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | Qualtrics | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Latana | 7th | 0 of 3 | 1 of 2 | 1 of 5 | ## Every AI answer about brand tracking platforms - Asked ChatGPT "Which brand tracking platform should I use in New Zealand?": 1. Tracksuit, 2. Kantar, 3. TRA - Asked ChatGPT "What are the best brand tracking platforms in New Zealand?": 1. Tracksuit, 2. Kantar, 3. YouGov, 4. Brandwatch, 5. TRA, 6. Qualtrics - Asked ChatGPT "What's the best brand tracking platform in New Zealand for brand awareness?": 1. Tracksuit, 2. Kantar, 3. TRA, 4. YouGov - Searched Google, AI Overview "brand tracking software": 1. Tracksuit, 2. YouGov, 3. Qualtrics, 4. Latana, 5. Brandwatch - Searched Google, AI Overview "brand awareness tool": 1. Brandwatch, 2. Tracksuit Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How did search popularity change for New Zealand brand tracking platforms in September 2026? - In September 2026, YouGov overtook Tracksuit to rank 4th among brand tracking platforms in New Zealand, with 4.9% of the searches. - Estimated monthly branded searches for TRA in New Zealand fell 66.7% over 12 measured months, from 30 to 10 in September 2026. ## Month by month | Month | TRA estimated searches | TRA Share of Search | TRA rank | YouGov estimated searches | YouGov Share of Search | YouGov rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 30 | 0.91% | 6 | 210 | 6.3% | 3 | | Nov 2025 | 10 | 0.4% | 7 | 150 | 6% | 5 | | Dec 2025 | 10 | 0.68% | 7 | 140 | 9.6% | 3 | | Jan 2026 | 10 | 0.59% | 7 | 210 | 12.4% | 3 | | Feb 2026 | 20 | 0.95% | 7 | 210 | 10% | 3 | | Mar 2026 | 10 | 0.31% | 7 | 210 | 6.4% | 3 | | Apr 2026 | 10 | 0.38% | 7 | 140 | 5.3% | 4 | | May 2026 | 20 | 0.58% | 7 | 180 | 5.2% | 3 | | Jun 2026 | 20 | 0.68% | 7 | 150 | 5.1% | 3 | | Jul 2026 | 10 | 0.35% | 7 | 180 | 6.3% | 3 | | Aug 2026 | 10 | 0.3% | 7 | 140 | 4.2% | 5 | | Sep 2026 | 10 | 0.35% | 7 | 140 | 4.9% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using TRA’s and YouGov’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. - **TRA**: Measured on the search term “tra research”. - **YouGov**: Measured on the search terms “yougov” and “yougov brand tracking”, summed into one figure. - [TRA profile](/demand/nz/brands/tra-insights) - [YouGov profile](/demand/nz/brands/yougov) - [All brand tracking platforms in New Zealand](/demand/nz/categories/nz-brand-tracking-platforms): The set both shares are measured inside, 7 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is TRA or YouGov more popular in search? In September 2026, YouGov had more branded searches than TRA among brand tracking platforms in New Zealand. YouGov had about 140 branded searches, while TRA had 10. YouGov made up 4.9% of all brand tracking platform searches we track, and TRA accounted for 0.35%. ## Cite this page Brandwave. "TRA vs YouGov: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/tra-insights-vs-yougov This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/tra-insights-vs-yougov. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.