Audience and consumer insights platforms
Asked as “audience insights platform”, and as “consumer insights and audience research tool”, on behalf of a mid-market B2B software company. 54 first choices recorded across the direct, paraphrase, budget and scale prompts, six models each. Added to the September 2026 Edition; its answers are read by the distilled judge (ai-indexes-judge-qwen3-14b), not the claude-opus-5 judge of the earlier categories: how the two compare.
Standing · first-choice share
19%
Contested · GWI 13%
19SparkToro13GWI11Wynter57others
19% of first choices, contested.
The standing
Share is the count of first choices across the direct, paraphrase, budget and scale prompts, over all six models, for a mid-market B2B software company. Ordered by share.
ProductFirst-choice shareNegative rateLabelsQuadrantSince September 2026
04
Google Analytics 4 Lab in the set7%10%10accepted challengernewNew since September 2026: not ranked then, 7% now.
Google Analytics 4 Lab in the set7%10%10accepted challengernewNew since September 2026: not ranked then, 7% now.Show the five products at 0%, ordered by negative rate
11
Adobe Real-Time CDP0%36%11criticized challengernewNew since September 2026: not ranked then, 0% now.
Adobe Real-Time CDP0%36%11criticized challengernewNew since September 2026: not ranked then, 0% now.09
Brandwatch Consumer Intelligence0%24%17accepted challengernewNew since September 2026: not ranked then, 0% now.
Brandwatch Consumer Intelligence0%24%17accepted challengernewNew since September 2026: not ranked then, 0% now.The floor is 12 points of share, measured: how far the models move a leader on their own when the same questions are asked twice with nothing changed. A larger change is movement; a smaller one is noise, and both are shown. How the floor is measured
Bars are the share of first choices, 0 to 100Every product with at least 10 labels here. Every product name links to its product page.
Google Analytics 4 is made by Google, whose model Gemini 3.1 Pro is in the set. On the four share prompts that model made it the first choice zero times of 4; the other five models zero times of 20. Lab treatment is defined on the method page; the row is marked, not excluded.
Recommended versus criticized
Every product with at least 10 labels here, on both axes. The 30% line names a quadrant, not the verdict above: that one needs more than 40%.
Criticized challengerCriticized default
Negative label rate →
01
02
0304
05
06
07
0809
1011Accepted challengerEndorsed leader
0%First-choice share → · lines at 30% share and 25% negative30%
Key
01SparkToro19%
SparkToro19%02GWI13%
GWI13%03ZoomInfo9%
ZoomInfo9%04Google Analytics 47%
Google Analytics 47%056sense4%
6sense4%06Qualtrics2%
Qualtrics2%07YouGov Profiles0%
YouGov Profiles0%08Audiense0%
Audiense0%09Brandwatch Consumer Intelligence0%
Brandwatch Consumer Intelligence0%10Meltwater0%
Meltwater0%11Adobe Real-Time CDP0%
Adobe Real-Time CDP0%What they warned about
A high negative share on a product with few labels is a warning. A low share on a product with many labels is salience, not sentiment.
Qualtrics38%
5 of 13 labels negative · 5 of 6 models · 1 hard negative
“**Avoid:** Enterprise tools like Qualtrics unless you have dedicated research staff—they're often overkill and overpriced” Kimi K2, paraphrase prompt
GWI13%
5 of 39 labels negative · 4 of 6 models · 1 hard negative
“frequent complaints about **data inaccuracy**, biased results, poor filtering/search, and limited regional coverage” Grok 4.20, negative prompt
Adobe Real-Time CDP36%
4 of 11 labels negative · 4 of 6 models
“Even legitimate enterprise-grade tools like **Adobe Real-Time CDP** have significant user-reported drawbacks that may make them unsuitable for your organization.” GLM 4.7 FlashX, negative prompt
ZoomInfo20%
3 of 15 labels negative · 3 of 6 models · 1 hard negative
“Avoid platforms that monetize your own data back to you via free tiers that require CRM/email access, or that scan email signatures/inboxes.” Muse Glimmer 30B, negative prompt
What they cite
Citations exist only for the models that return a source list: fourteen of the six in this edition.
Sites the answers cite
79 of 84 answers in this category came back with a source list, from 14 of 6 models: citations where the model returns them, or the search results it consulted. 1135 links across 354 sites, every framing counted. Ranked by the number of answers carrying the site or page.
vendor site · Guideflow42 answers · 54 citations · 12 models
36 answers · 49 citations · 13 models
30 answers · 56 citations · 11 models
24 answers · 26 citations · 13 models
vendor site · ZoomInfo22 answers · 54 citations · 11 models
vendor site · Meltwater21 answers · 30 citations · 13 models
20 answers · 22 citations · 9 models
vendor site · YouScan19 answers · 19 citations · 11 models
vendor site · Gartner18 answers · 24 citations · 9 models
14 answers · 17 citations · 9 models
14 answers · 15 citations · 8 models
vendor site · GWI13 answers · 20 citations · 7 models
Pages the answers cite
The ten pages named in the most answers, by full address. A page here is one the models returned with a recommendation, not one the index endorses.
36 answers · 12 models
34 answers · 12 models
22 answers · 12 models
19 answers · 11 models
18 answers · 9 models
17 answers · 12 models
16 answers · 11 models
16 answers · 9 models
13 answers · 8 models
12 answers · 8 models
Search against answers
Each company's standing in the answers beside its site's footprint in Google search, one row a site: the products the models named on it with their shares, and the share they add up to; monthly searches on Google, and DataForSEO's estimate of AI search demand (modeled from search signals, directional, not a count of queries to any assistant), for the most-searched of the company's and its products' names (the name is in each row's hover text); estimated monthly organic visits to the site; and its best position in Google's top ten for “audience insights platform”, “best audience insights platform”. US estimates from DataForSEO and Google's Ads Transparency Center. A small company's site, or a mid-sized company's site for its flagship, is marked company; a product on a large parent's site (Google, Microsoft) has no site figures. A column with no figures for this category is left out, and an empty cell means none were seen, not none exist. Two measurements side by side: neither is read as the cause of the other.
| Company and products | Share | Own site cited | Name searches, Google | AI search demand, est. | Organic visits | Paid search a month, est. | Google ads, last 30 days | Best Google position |
|---|---|---|---|---|---|---|---|---|
| SparkToro sparktoro.com | 19% | 70 | 2,900 | 47 | 8,686 | |||
| GWI gwi.com | 13% | 121 | 3,600 | 1,658 | 338,733 | 37 | 9 | |
| Wynter wynter.com | 11% | 17 | 6,600 | 816 | 19,840 | 0 | ||
| ZoomInfo zoominfo.com | 9% | 846 | 135,000 | 1,810 | 6,376,738 | $1,140 | 120 | |
| Google analytics.google.com Google Analytics 4 7% | 7% | 474 | 9,900 | 348 | ||||
| Awario awario.com | 7% | 66 | 590 | 11 | 37,633 | |||
| 6sense 6sense.com | 4% | 684 | 49,500 | 316 | 108,788 | $1,209 | 120 | |
| HubSpot parent site HubSpot Marketing Hub 4% | 4% | 934 | 368,000 | 9,776 | ||||
| Apollo.io apollo.io | 4% | 1000 | 33,100 | 396 | 111,608 | 94 | ||
| LinkedIn parent site LinkedIn Analytics 4% | 4% | 6 | 11,100,000 | 77,031 |
Google's top ten for the two searches hold 14 sites; 5 of them are among the sites the models cited here (gartner.com, gwi.com, learn.g2.com, meltwater.com, youscan.io). The first result for “audience insights platform” is statsocial.com.
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.ShowHide
How they answered
Six framings of the same buying question, each sent to every model in a fresh session with search on. One row per model, so a row shows whether it held its answer under rewording, what it named when cost was the constraint, and what it argued against. Computed from the raw judge labels.
ShowHideModelDirect“What is the best audience insights platform for a mid-market B2B company?”Paraphrase“Which consumer insights and audience research tool would you recommend to a mid-sized B2B company?”Comparative“What are the top audience and consumer insights platforms and how do they differ?”Budget-constrained“What is the best audience insights platform for a company with a limited budget?”Scale-constrained“We are a 500 person company evaluating an audience insights platform. What should we look at?”Negative“Which audience and consumer insights platforms should I avoid or be cautious about?”
Claude Opus 5no first choiceno first choiceno first choiceno first choiceno first choicenothing named
Claude Opus 4.8no first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-6 Astrano first choiceno first choiceno first choiceno first choiceno first choicenothing named
GPT-5.6 Solno first choiceno first choiceno first choiceno first choiceno first choicenothing named
Gemini 3.1 Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Perplexity Sonar Prono first choiceno first choiceno first choiceno first choiceno first choicenothing named
Bold is the first choiceAlternatives are counted; the count opens them.What the answer argued against
The record
One row per call: the version string exactly as returned, whether the model searched, sources cited, and latency. Full answer text is in the free responses file. Download the record
Zero rows: every prompt, every model, every answer.
| Prompt | Model | Version string | Time (UTC) | Searched | Sources | Latency |
|---|
Normalization in this category
Every judgment call made between the raw labels and the numbers above, listed so it is visible and reversible.
ShowHide
Category-scoped readings
Brandwatch read as Brandwatch Consumer Intelligence
Brandwatch (Cision) read as Brandwatch Consumer Intelligence
Brandwatch (Consumer Research) read as Brandwatch Consumer Intelligence
Nielsen read as Nielsen One
Sprinklr read as Sprinklr Insights
YouGov read as YouGov Profiles
YouGov (Profiles & BrandIndex) read as YouGov Profiles
Unresolved, counted raw
Adobe
Clearbit, now Breeze Intelligence by HubSpot
Entropik (Decode)
Experian's ConsumerSync
FactorAI
Flowres
G2 audience intelligence tools
Hootsuite Consumer Insights
Hootsuite Insights
Instagram Insights
Kantar's Realeyes
Meltwater Consumer Insights
Meta Business Suite Audience Insights
Meta Business Suite Insights
Mnemonic AI
Qualtrics CoreXM
Remesh
Salesforce
Salesforce Intelligence
Semrush's Market Explorer
SurveyMonkey LaunchPad/Audience
Telesign
TikTok Creator Center
Truthset
Twitter Analytics (X)
U.S. Census Bureau or BLS data
YouTube Studio
Discontinued, still offered
No shut-down product was recommended here.