All tyres now have "pass by" noise levels on the label. Whilst this is different to "in car" noise, it's still a good guide.
One may be 69bd and another 72db. Seems a small difference numerically, but that 3db difference equates to double the noise our ears hear.
If you want quiet, Pirelli (and probably others) now make OE tyres for Audi with a foam liner inside the tyre. This drastically reduces the noise passing into the cabin.
Oh, and yeah - I work in tyres so I'm a bit of a geek on the topic.