Kantar Marketplace vs YouGov Surveys: Self-Serve

Kantar Marketplace8.9Visit YouGov Surveys: Self-Serve8.8Visit

Higher score Kantar Marketplace #4 in Marketing Research Software 8.9/10 Pricing on request ✓ 0 of 2 features Visit Kantar

vs

YouGov Surveys: Self-Serve #5 in Marketing Research Software 8.8/10 From $1.50 ✓ 0 of 2 features Visit YouGov

• Kantar Marketplace fits best

  Enterprise studies with benchmarked analysis

• YouGov Surveys: Self-Serve fits best

  Fast, targeted research with a verified panel

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Side by side

Feature	Kantar Marketplace 8.9/10 Visit ↗	YouGov Surveys: Self-Serve 8.8/10 Visit ↗
At a glance
Editor score	8.9	8.8
Ranking	#4 in Marketing Research Software	#5 in Marketing Research Software
Best for	Enterprise studies with benchmarked analysis	Fast, targeted research with a verified panel
Pricing model	Paid	Paid
Starting price	Not published	Not published
Free plan	Not published	Not published
Free trial	—	—
Deployment	Cloud	Cloud
Platforms	Web	Web
Support	Docs · 24/7	Live chat, Docs
Built for	Mid-market, Enterprise	Small business, Mid-market, Enterprise
Features Kantar Marketplace 0/2 · YouGov Surveys: Self-Serve 0/2
Survey logic	Not published	Not published
Multilingual surveys	Not published	Not published
Specs
Response limit	Not published	Not published
Audience access	Not published	Not published
Analysis tools	Not published	Not published
Data export	Not published	Not published
Our review
Pros	Verified respondent audiences with panel access for targeted studies Advanced dashboards, custom tables, and editable PowerPoint/Excel exports Kantar norms, benchmarks, and multi-project comparison	Target general-population and niche audiences through YouGov’s panel Build surveys with up to 30 questions, branching, and varied formats Get expert survey review and results within 24 hours
Cons	Contact-sales pricing makes upfront budgeting less transparent Web-only delivery limits platform choice Capabilities can vary by solution and market	Self-Serve audiences are limited to Great Britain and the United States A 30-question limit may not suit longer surveys Pricing varies by question count, targeting, media, and sample size
Our verdict	Kantar Marketplace is a cloud, web-based market research platform for insights professionals, marketers, and agencies. It supports studies across advertising, innovation and product development, media, brand insights, and customer… Read the review →	YouGov Surveys: Self-Serve is a web-based market-research survey platform for businesses, agencies, and research teams that need responses from a targeted audience. It pairs survey creation with access to YouGov’s verified respondent… Read the review →

Strengths and trade-offs

• Kantar Marketplace — where it wins

  • Verified respondent audiences with panel access for targeted studies
  • Advanced dashboards, custom tables, and editable PowerPoint/Excel exports
  • Kantar norms, benchmarks, and multi-project comparison

  Where it doesn't

  • Contact-sales pricing makes upfront budgeting less transparent
  • Web-only delivery limits platform choice
  • Capabilities can vary by solution and market

• YouGov Surveys: Self-Serve — where it wins

  • Target general-population and niche audiences through YouGov’s panel
  • Build surveys with up to 30 questions, branching, and varied formats
  • Get expert survey review and results within 24 hours

  Where it doesn't

  • Self-Serve audiences are limited to Great Britain and the United States
  • A 30-question limit may not suit longer surveys
  • Pricing varies by question count, targeting, media, and sample size

• Kantar Marketplace8.9/10 · Pricing on request

  Built for enterprise studies needing benchmarks; pricing requires a sales conversation.

  Visit KantarFull verdict →
• YouGov Surveys: Self-Serve8.8/10 · From $1.50

  Target a verified panel and get survey results within 24 hours, from $1.50 per complete.

  Visit YouGovFull verdict →