Kantar Marketplace vs GlobalWebIndex

Kantar Marketplace8.6Visit GlobalWebIndex8.5Visit

Higher score Kantar Marketplace #5 in Market Research Software 8.6/10 Pricing on request ✓ 2 of 3 features Visit Kantar

vs

GlobalWebIndex #6 in Market Research Software 8.5/10 Free plan Free plan✓ 2 of 3 features Visit GWI

• Kantar Marketplace fits best

  Benchmarked self-serve market studies

• GlobalWebIndex fits best

  Teams comparing consumer audiences across markets

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Side by side

Feature	Kantar Marketplace 8.6/10 Visit ↗	GlobalWebIndex 8.5/10 Visit ↗
At a glance
Editor score	8.6	8.5
Ranking	#5 in Market Research Software	#6 in Market Research Software
Best for	Benchmarked self-serve market studies	Teams comparing consumer audiences across markets
Pricing model	Paid	Free plan + paid
Starting price	—	$1,500/user/yr
Free plan	Not checked yet	✓ (best)
Free trial	—	—
Deployment	Cloud	Cloud
Platforms	Web	Web
Support	Docs · 24/7	Docs
Built for	Mid-market, Enterprise	Small business, Mid-market, Enterprise
Features Kantar Marketplace 2/3 · GlobalWebIndex 2/3
Panel access	✓	✓
Conjoint analysis	✓ (best)	Not checked yet
Advanced segmentation	Not checked yet	✓ (best)
Specs
Reporting level	Advanced	Advanced
Response limit	Not checked yet	Not checked yet
User seat limit	Not checked yet	Not checked yet
Our review
Pros	Verified respondent audiences with panel and conjoint access Custom tables, dashboards and editable PowerPoint and Excel exports Kantar norms, benchmarks, permissions and 24/7 technical support	Build and compare custom audiences across 50+ markets Explore segments with charts, dashboards and crosstabs Connect GWI data to other environments through an API
Cons	Pricing is handled through contact sales rather than published amounts Coverage is limited to the web platform Capabilities may vary by solution and market	Plus starts at $150 per user per month Its focus is audience data analysis, not primary research collection Teams and Pro require quote-based pricing
Our verdict	Kantar Marketplace is an automated market research platform for insights professionals, marketers and agencies. It supports self-serve or expert-assisted studies across advertising, innovation and product development, media, brand insights… Read the review →	GWI is a consumer insights platform built around survey data from online audiences across 50+ markets. It is aimed at teams that need to build and compare consumer audiences for marketing, planning or business decisions. Users can examine… Read the review →

Strengths and trade-offs

• Kantar Marketplace — where it wins

  • Verified respondent audiences with panel and conjoint access
  • Custom tables, dashboards and editable PowerPoint and Excel exports
  • Kantar norms, benchmarks, permissions and 24/7 technical support

  Where it doesn't

  • Pricing is handled through contact sales rather than published amounts
  • Coverage is limited to the web platform
  • Capabilities may vary by solution and market

• GlobalWebIndex — where it wins

  • Build and compare custom audiences across 50+ markets
  • Explore segments with charts, dashboards and crosstabs
  • Connect GWI data to other environments through an API

  Where it doesn't

  • Plus starts at $150 per user per month
  • Its focus is audience data analysis, not primary research collection
  • Teams and Pro require quote-based pricing

• Kantar Marketplace8.6/10 · Pricing on request

  A self-serve research platform with verified audiences, advanced analysis and benchmarks.

  Visit KantarFull verdict →
• GlobalWebIndex8.5/10 · Free plan

  A survey-data platform for audience analysis, with charting, crosstabs and API access.

  Visit GWIFull verdict →