Home / Comparison

Comparison

Audience intelligence providers compared

Q: How do I compare providers on my own question?

With a Proof Case : one question, one market, up to three audiences, three weeks, fixed price.

Panel research, sponsorship measurement, listening and behaviour data answer different questions. Here is which method fits which decision, with every provider figure sourced.

The short answerThese providers are rarely substitutes for one another. They use four different methods, and the method decides which questions a provider can answer at all. Most teams that take audiences seriously combine a panel for attitudes with a behaviour source for geography, partner selection and fast audience definition.

Four methods, four kinds of answer

Panel and survey researchYouGov, GWI, Kantar, NIQ/GfK

A recruited sample is asked questions, and the answers are weighted to represent a population. The only method that measures attitudes and stated motivation.

Sponsorship measurementNielsen Sports

Detects sponsorship exposure in coverage and puts a media value on it, with fan research alongside.

Listening and monitoringMeltwater, Audiense

Analyses public social and media activity: what is being said, by whom, and how social audiences are structured.

Behavioural audience intelligenceRascasse

Observes what people search, follow, watch and attend, aggregated into audience profiles by country, region, city and postal code, where available.

What separates them in practice

What people do, or what they say. Panels can tell you why someone says they chose a brand. Behaviour data cannot, and should not claim to. If the decision depends on stated motivation, a panel is the right instrument.
Geographic resolution. Panel samples support national and often regional reporting. Below that, cells become too thin to be stable. Behaviour signals hold up at city and postal-code level, where available, which is where site selection, out-of-home and regional tests happen.
Who decides what can be measured. A questionnaire can only ask about brands someone chose to include. With Rascasse you define any audience from brands, clubs, artists, events or media, and it is live in 24 hours.
One method everywhere. Rascasse uses the same method in 200+ countries, so a market without a panel is not a blind spot.
Cadence. Cadence differs less than people expect: GWI publishes four waves a year, Rascasse updates quarterly, YouGov refreshes weekly. Choose on method and resolution, not on speed.
Inside your AI assistant. As part of your agreement, Rascasse data can be queried from Claude or ChatGPT via MCP.

The comparison

Figures are each provider's own published claims, retrieved 13 September 2026, Audiense retrieved 21 October 2026. Kantar, NIQ/GfK and Meltwater are not in the table: we did not retrieve comparable published figures for them, and we do not estimate. Sources below the table.

Provider	Method	Coverage (provider's own figure)	Update frequency	Finest geographic level	Sponsorship	Access
Rascasse	Behaviour signals, AI-based analysis, not surveys	500,000+ data points in 200+ countries, including 50,000+ brands and 100,000+ media channels	Quarterly, up to ten years of history	Postal code, where available	Partner search, fit and impact; 31,000+ sponsorship deals	Web (Rascasse Solution), exports and decks; API and MCP as part of your agreement
YouGov	Online panel, continuous survey	30 million+ panel members, 49 markets, 2 million+ datapoints	Collected daily, refreshed weekly	Market / region	Yes: YouGov Sport	Web, API, activation integrations
GWI	Online survey research	2 million+ interviews annually, 50+ markets, 35 billion datapoints annually	4 waves per year	Market / region	Yes: sports and sponsorship modules	Web, API, integrations
Nielsen Sports	Exposure detection and media valuation, plus fan research	No overall market count published	Campaign and season cycles	Market	Yes: the core offering	Managed service and online access
Audiense	Audience analytics from social data, plus location intelligence (USA) and e-commerce conversion tracking	5.5 billion social media accounts, 145 proprietary consumer segments; no market count published	Conversations tracked as they happen; data deliveries weekly to quarterly	Trade area and site level (USA, In-Person)	No sponsorship module described	API, MCP, Shopify app

YouGov Profiles: https://yougov.com/business/products/profiles, retrieved 13 September 2026.
GWI: https://www.gwi.com/, retrieved 13 September 2026.
Nielsen Sports overview: https://content.nielsen.com/sports/overview, retrieved 13 September 2026.
Audiense: https://www.audiense.com/, retrieved 21 October 2026.
Audiense Discover: https://www.audiense.com/products/audiense-discover/, retrieved 21 October 2026.
Audiense In-Person: https://www.audiense.com/products/audiense-in-person/, retrieved 21 October 2026.
Audiense Data Services: https://www.audiense.com/products/audiense-data-services/, retrieved 21 October 2026.
Rascasse figures: our own published coverage, October 2026.

Choose by question, not by provider

Why do people choose our competitor? Panel research. No behaviour signal contains a stated reason.
Which properties fit our audience, across the whole market? Behaviour data, because the shortlist has to come from every club, artist, event and media title, not from a questionnaire's list. See sponsorship matching.
Which regions, cities or postal codes should this campaign run in? Behaviour or geomarketing data; panel samples do not reach that level. See local targeting and out-of-home.
What is our sponsorship exposure worth? Sponsorship measurement, for exposure. Pair it with a measure of response, because exposure is not response. See sponsorship impact.
Has brand perception shifted since the campaign? Brand tracking with a panel. Perception is an attitude.
Is demand for our brand growing relative to the category? Share of search, tracked quarterly with up to ten years of history.

The honest summary

No provider on this page answers every question, and a comparison that says otherwise is selling. The useful decision is which of the two, attitudes or behaviour, is missing in your team today.

Making the case to finance

Whichever provider you choose, the budget owner will ask what it costs, what it delivers and how to check it. With Rascasse the Annual fee per market or region is agreed upfront, own audiences come as credits (one credit is one audience in one country), and every result is a chart, a deck or an export that someone outside the analysis can check. Teams without their own analysts can buy the answer instead, as an Insights Report.

Direct comparisons

Side by side, with the strengths of each, for four providers we are often compared with.

Rascasse vs. YouGovPanel survey against observed behaviour.Rascasse vs. GWISurvey waves against behaviour signals at postal-code level.Rascasse vs. Nielsen SportsExposure value against audience fit and response.Rascasse vs. AudienseSocial audience analytics against behaviour across many signals.

Beyond the comparison

What you get with Rascasse

Audience intelligence you can act on, from the first shortlist to the finished deck.

Partner discoveryGuided finders for sponsors, rights holders, media and talent: shortlist properties by audience fit across relevant markets.

Overlap and fitShared audience and affinity between a brand and a property, with the share of each audience you can reach.

Psychographics and mediaThe values, interests and media preferences of an audience, compared with the national average.

LocationFrom country and regional level down to cities and, where available, postcodes.

Trends and seasonalityMonthly time series with both comparison periods shown, so each change can be checked.

Exports, API and MCPExports and API access, plus MCP interfaces as part of your agreement.

Audience overlap slide exported from the Rascasse Solution — An audience overlap slide, exported from the Rascasse Solution.

PowerPoint export

Your template, our charts

We set up your PowerPoint master once. Exports then arrive in your fonts and colours, with native, editable charts.

Questions

Before you decide

Is Rascasse a replacement for a panel?

Usually not. A panel measures attitudes and stated motivation, which behaviour data does not contain. Rascasse adds what a panel cannot reach: regions, cities and postal codes, any audience in 24 hours, and one method in 200+ countries.

Why are some providers missing from the table?

We only show figures a provider publishes, with the source and the retrieval date. Where we did not retrieve a comparable figure, we leave the provider out rather than estimate.

How often is Rascasse data updated?

Quarterly, with up to ten years of history (4 to 10+ years depending on the market).

How do I compare providers on my own question?

With a Proof Case: one question, one market, up to three audiences, three weeks, fixed price.

Test it

Compare on your own question

Take one question you answer today with a panel or a monitoring tool. We answer it with behaviour data in one market, for up to three audiences, in three weeks at a fixed price. If you continue, the Proof Case is credited against the Annual fee.

How the Proof Case works Book a 45-minute session