Brandwave

Norris Ward McKinnon vs The Legal Stuff:Which is more popular in New Zealand?

In October 2026, Norris Ward McKinnon had more branded searches than The Legal Stuff among Hamilton law firms in New Zealand. Norris Ward McKinnon had about 880 branded searches, while The Legal Stuff had 390. Norris Ward McKinnon made up 43.6% of all Hamilton law firm searches we track, and The Legal Stuff accounted for 19.3%. When we asked ChatGPT and Google AI Overviews about Hamilton law firms, The Legal Stuff appeared in all four answers and Norris Ward McKinnon in three. Norris Ward McKinnon was mentioned before The Legal Stuff in two out of three answers.

Among Hamilton law firms in New Zealand in October 2026

Who do people search for more?

Norris Ward McKinnon, about 2 searches for every 1 for The Legal Stuff

Norris Ward McKinnon 880 searchesThe Legal Stuff 390 searches

Who does AI mention more?

The Legal Stuff, mentioned in every answer we collected

The Legal Stuff in 4 of 4Norris Ward McKinnon in 3 of 4

Who does AI recommend more?

Norris Ward McKinnon, named ahead of The Legal Stuff in 2 of 3 answers

Norris Ward McKinnon first in 2The Legal Stuff first in 1

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Top Hamilton law firms in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, The Legal Stuff appeared in all four answers. Norris Ward McKinnon was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Norris Ward McKinnon was listed before The Legal Stuff in two out of three answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Norris Ward McKinnon1st
  2. Atticus Legal2nd
  3. The Legal Stuff3rd
  4. Sharma Law4th
  5. DTI Lawyers–
  6. Grayson Clements–
  7. KJ Law–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • The Legal Stuff4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Atticus Legal4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Norris Ward McKinnon3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sharma Law3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • DTI Lawyers0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Grayson Clements0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • KJ Law0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about Hamilton law firms

4 answers

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 Norris Ward McKinnon or The Legal Stuff more popular in search?

This chart shows how often people search Google for Norris Ward McKinnon and The Legal Stuff by name. Each line represents a brand's share of searches for all seven Hamilton law firms we track, month by month, from searches in New Zealand.

Norris Ward McKinnon and The Legal Stuff among Hamilton law firms in New Zealand, by month

Share of searches by month for Norris Ward McKinnon, The Legal Stuff. The figures are in the table below the chart.

View monthly share of searches table
MonthNorris Ward McKinnonThe Legal StuffDTI LawyersGrayson ClementsSharma LawAtticus LegalKJ Law
Nov 202535.5%15.8%16.7%10.8%6.9%8.4%5.9%
Dec 202535.8%23.6%11.5%9.1%6.7%8.5%4.8%
Jan 202637.3%20.3%11.4%7.6%8.9%8.9%5.7%
Feb 202637.1%16.5%14.9%7.7%10.8%8.8%4.1%
Mar 202637.8%16.7%14.6%8.2%11.2%7.3%4.3%
Apr 202636%19.5%13.4%7.9%10.4%8.5%4.3%
May 202639.1%21.2%13%7.1%7.6%7.6%4.3%
Jun 202636.9%24.6%14.4%7.7%5.6%7.2%3.6%
Jul 202631.9%25.9%15.7%8.1%7.6%7.6%3.2%
Aug 202638.8%17.2%18.9%10.1%6.2%6.2%2.6%
Sep 202635.8%19.4%17.9%7.5%8.5%7%4%
Oct 202643.6%19.3%13.9%7.9%6.9%5.4%3%

How has branded search for Norris Ward McKinnon and The Legal Stuff changed in New Zealand over the last 12 months?

3 findings

How did search popularity change for New Zealand Hamilton law firms in October 2026?

2 changes

  1. In October 2026, Norris Ward McKinnon gained share of searches among Hamilton law firms in New Zealand, from 35.8% to 43.6%.

  2. Estimated monthly branded searches for The Legal Stuff in New Zealand rose 21.9% over 12 measured months, from 320 to 390 in October 2026.

How are Norris Ward McKinnon’s and The Legal Stuff’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Norris Ward McKinnon’s and The Legal Stuff’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.

Norris Ward McKinnon

1 branded search term

  • norris ward mckinnon

The Legal Stuff

1 branded search term

  • the legal stuff

How the Brand Demand Index is measured

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