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Head-to-head · Brand Tracking Software

Kantar BrandZ vs SurveyMonkey

  • 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
SurveyMonkey #8 in Brand Tracking Software 8.5/10 Free plan · paid from $30/user/mo (annual) Free plan✓ 0 of 4 features Visit SurveyMonkey

Kantar BrandZ leads on 2 checks, SurveyMonkey 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 SurveyMonkey
  • Most featuresKantar BrandZ · 2 of 4

Kantar BrandZ scores higher on our rubric for brand tracking software: 8.9 against 8.5 out of 10; our editors rank them #5 and #8.

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

Kantar BrandZ is the better fit for global brand equity valuation and benchmarking. SurveyMonkey is the better fit for affordable, broad survey-led brand research.

  • Kantar BrandZ fits best

    Global brand equity valuation and benchmarking

  • SurveyMonkey fits best

    Affordable, broad survey-led 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 ↗ SurveyMonkey 8.5/10 Visit ↗
At a glance
Editor score 8.9 8.5
Ranking #5 in Brand Tracking Software #8 in Brand Tracking Software
Best for Global brand equity valuation and benchmarking Affordable, broad survey-led brand research
Pricing model Paid Free plan + paid
Starting price Not published Not published
Free plan Not published ✓ (best)
Free trial — —
Built for Mid-market, Enterprise Solo, Small business, Mid-market, Enterprise
Features Kantar BrandZ 2/4 · SurveyMonkey 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
  • AI-assisted survey creation, thematic analysis, and sentiment analysis
  • 200+ integrations, API access, and exports to Excel, CSV, SPSS, and PDF
  • Audience respondent panel plus advanced logic and branching options
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
  • Basic surveys allow only 10 questions and limited responses
  • SurveyMonkey Audience respondent-panel responses are sold separately
  • Premier Annual lists $139 per month on annual billing
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 →

SurveyMonkey is a cloud and mobile survey platform for individuals, researchers, marketers, human-resources teams, and enterprises. It supports survey and form creation through templates and AI assistance, distribution through web, email,…

Read the review →
  1. Kantar BrandZBrand Tracking Software 8.9Pricing on request
  2. SurveyMonkeyBrand Tracking Software 8.5Free plan · paid from $30/user/mo (annual)

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

  • SurveyMonkey — where it wins

    • AI-assisted survey creation, thematic analysis, and sentiment analysis
    • 200+ integrations, API access, and exports to Excel, CSV, SPSS, and PDF
    • Audience respondent panel plus advanced logic and branching options

    Where it doesn't

    • Basic surveys allow only 10 questions and limited responses
    • SurveyMonkey Audience respondent-panel responses are sold separately
    • Premier Annual lists $139 per month on annual billing
  • Kantar BrandZ8.9/10 · Pricing on request

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

    Contact KantarFull verdict →
  • SurveyMonkey8.5/10 · Free plan · paid from $30/user/mo (annual)

    Broad survey-led brand research with AI analysis, integrations, and accessible paid tiers.

    Visit SurveyMonkeyFull 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