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Head-to-head · Brand Tracking Software

Kantar BrandZ vs Qualtrics

  • Updated Sep 2026
  • Both researched from official sources
  • 3 checks side by side
Higher score Kantar BrandZ #5 in Brand Tracking Software 8.9/10 Pricing on request ✓ 2 of 4 features Contact 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 BrandZ leads on 2 checks, Qualtrics on 1, and 0 are even. Who comes out ahead on the 3 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.

Our verdict

  • Highest scoreKantar BrandZ · 8.9/10
  • Free planonly Qualtrics
  • Most featuresKantar BrandZ · 2 of 4

Kantar BrandZ scores higher on our rubric for brand tracking software: 8.9 against 8.7 out of 10; our editors rank them #5 and #7.

Qualtrics offers free plan; Kantar BrandZ doesn't publish it. Kantar BrandZ offers perception measurement; Qualtrics doesn't publish it. Kantar BrandZ offers competitor benchmarking; Qualtrics doesn't publish it.

Kantar BrandZ is the better fit for global brand equity valuation and benchmarking. Qualtrics is the better fit for teams needing flexible survey-based brand research.

  • Kantar BrandZ fits best

    Global brand equity valuation and benchmarking

  • 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. It never changes our verdict. How we rank.

Side by side

Feature Kantar BrandZ 8.9/10 Visit ↗ Qualtrics 8.7/10 Visit ↗
At a glance
Editor score 8.9 8.7
Ranking #5 in Brand Tracking Software #7 in Brand Tracking Software
Best for Global brand equity valuation and benchmarking 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 — —
Built for Mid-market, Enterprise Small business, Mid-market, Enterprise
Features Kantar BrandZ 2/4 · Qualtrics 0/4
Awareness tracking Not published Not published
Perception measurement ✓ (best) Not published
Competitor benchmarking ✓ (best) Not published
Brand equity dashboard Not published Not published
Specs
Survey frequency Not published Not published
Included responses Not published Not published
Markets supported Not published Not published
Our review
Pros
  • Connects consumer perceptions with financial value and brand contribution
  • Uses Meaningful, Different and Salient equity diagnostics
  • Supports global, country and specialist-category comparisons
  • 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
  • Access to paid data and reports is arranged through Kantar
  • Not described as a self-serve software subscription
  • Offering is centered on research, data and insights
  • 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 BrandZ is a brand research and insights offering for companies, investors and marketers assessing brand equity, value and competitive standing. Its consumer research draws on millions of interviews, then combines perception measures…

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 BrandZBrand Tracking Software 8.9Pricing on request
  2. QualtricsBrand Tracking Software 8.7Free plan · paid from $420/mo (annual) · 30-day trial

Strengths and trade-offs

  • Kantar BrandZ — where it wins

    • Connects consumer perceptions with financial value and brand contribution
    • Uses Meaningful, Different and Salient equity diagnostics
    • Supports global, country and specialist-category comparisons

    Where it doesn't

    • Access to paid data and reports is arranged through Kantar
    • Not described as a self-serve software subscription
    • Offering is centered on research, data and insights

  • 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 BrandZ8.9/10 · Pricing on request

    Research-led brand valuation and benchmarking, delivered through reports and customized offerings.

    Contact 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