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Head-to-head · Brand Tracking Software

Kantar BrandHealth vs Qualtrics

  • Updated Sep 2026
  • Both researched from official sources
  • 5 checks side by side
Higher score Kantar BrandHealth #2 in Brand Tracking Software 9.2/10 Pricing on request ✓ 4 of 4 features Visit Kantar
Qualtrics #7 in Brand Tracking Software 8.7/10 Free plan · paid from $420/mo (annual) · 30-day trial Free plan✓ 0 of 4 features Visit Qualtrics

Kantar BrandHealth leads on 4 checks, Qualtrics on 1, and 0 are even. Who comes out ahead on the 5 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreKantar BrandHealth · 9.2/10
  • Free planonly Qualtrics
  • Most featuresKantar BrandHealth · 4 of 4

Kantar BrandHealth scores higher on our rubric for brand tracking software: 9.2 against 8.7 out of 10; our editors rank them #2 and #7.

Qualtrics offers free plan; Kantar BrandHealth doesn't publish it. Kantar BrandHealth offers awareness tracking; Qualtrics doesn't publish it. Kantar BrandHealth offers perception measurement; Qualtrics doesn't publish it. Kantar BrandHealth offers competitor benchmarking; Qualtrics doesn't publish it. Kantar BrandHealth offers brand equity dashboard; Qualtrics doesn't publish it.

Kantar BrandHealth is the better fit for multi-market brand and campaign measurement. Qualtrics is the better fit for teams needing flexible survey-based brand research.

  • Kantar BrandHealth fits best

    Multi-market brand and campaign measurement

  • Qualtrics fits best

    Teams needing flexible survey-based brand research

Advertiser disclosure: iTechGuides is reader-supported. We may earn a commission when you click some links. How we rank.

Side by side

Feature Kantar BrandHealth 9.2/10 Visit ↗ Qualtrics 8.7/10 Visit ↗
At a glance
Editor score 9.2 8.7
Ranking #2 in Brand Tracking Software #7 in Brand Tracking Software
Best for Multi-market brand and campaign measurement Teams needing flexible survey-based brand research
Pricing model Paid Free plan + paid
Starting price Not published $420/mo
Free plan Not published ✓ (best)
Free trial — —
Deployment Cloud Cloud
Platforms Web Web
Support Email Tickets, Community, Docs · 24/7
Built for Mid-market, Enterprise Small business, Mid-market, Enterprise
Features Kantar BrandHealth 4/4 · Qualtrics 0/4
Awareness tracking ✓ (best) Not published
Perception measurement ✓ (best) Not published
Competitor benchmarking ✓ (best) Not published
Brand equity dashboard ✓ (best) Not published
Specs
Survey frequency Continuous Not published
Included responses Not published Not published
Markets supported Not published Not published
Our review
Pros
  • Continuous tracking combines short- and long-term brand indicators.
  • Validated KPIs benchmark competitive performance across markets and categories.
  • Consumer, search, social and sales data inform live campaign decisions.
  • Branching surveys with 23 question types and multiple distribution channels
  • Advanced analysis, dashboards, crosstabs, weighting, and text analysis
  • Respondent panels, REST API, and integrations with major business tools
Cons
  • Pricing is handled through a contact-sales process.
  • The service is bespoke rather than a self-serve subscription product.
  • Web access and email support are the listed delivery and support channels.
  • Free plan limits accounts to one user, three surveys, and 500 responses
  • Strategic Research starts at $420 per month with annual billing
  • Broader experience-management scope may exceed focused brand-tracking needs
Our verdict

Kantar BrandHealth is an enterprise brand-tracking solution for mid-market and enterprise brand teams. It monitors brand health, competitive performance and campaign impact across multiple markets and categories. The cloud service is…

Read the review →

Qualtrics is a cloud-based experience-management platform for customer, employee, product, brand, and market research. Its survey builder supports templates, multiple question types, skip, display, and branch logic, while distribution…

Read the review →
  1. Kantar BrandHealthBrand Tracking Software 9.2Pricing on request
  2. QualtricsBrand Tracking Software 8.7Free plan · paid from $420/mo (annual) · 30-day trial

Strengths and trade-offs

  • Kantar BrandHealth — where it wins

    • Continuous tracking combines short- and long-term brand indicators.
    • Validated KPIs benchmark competitive performance across markets and categories.
    • Consumer, search, social and sales data inform live campaign decisions.

    Where it doesn't

    • Pricing is handled through a contact-sales process.
    • The service is bespoke rather than a self-serve subscription product.
    • Web access and email support are the listed delivery and support channels.

  • Qualtrics — where it wins

    • Branching surveys with 23 question types and multiple distribution channels
    • Advanced analysis, dashboards, crosstabs, weighting, and text analysis
    • Respondent panels, REST API, and integrations with major business tools

    Where it doesn't

    • Free plan limits accounts to one user, three surveys, and 500 responses
    • Strategic Research starts at $420 per month with annual billing
    • Broader experience-management scope may exceed focused brand-tracking needs
  • Kantar BrandHealth9.2/10 · Pricing on request

    Enterprise measurement connecting brand health, campaigns and market signals.

    Visit KantarFull verdict →
  • Qualtrics8.7/10 · Free plan · paid from $420/mo (annual) · 30-day trial

    Flexible survey-based brand research with advanced analysis, panels, dashboards, and APIs.

    Visit QualtricsFull verdict →

More comparisons

All brand tracking software comparisons → · Full ranking →

Reviewed by iTechGuides Editors · Editorial team · Updated Sep 2026

Last updated · How we research and update