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GWI

Score8.4 out of 10

14 Reviews and Ratings

What is GWI?

GWI is modernized consumer research – global, on-demand, and accessible to everyone, not just data experts. It’s a platform designed for companies that want fresh and insightful data about their consumers. Their research covers values, purchase journeys, media usage, and social media habits. Boasting data from nearly 3 billion people across 50+ countries

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Categories & Use Cases

Media

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Who Buys & Uses GWI

GWI Reviews

What users are saying about GWI.
View all GWI reviews

Pros

  • Provides robust and detailed audience and consumer insights
  • Translates raw data into actionable intelligence
  • Facilitates easy data dissemination and report sharing

Cons

  • Limited cross-tab functionality for data comparison and export
  • Insufficient flexibility in report customization and branding
  • Mixed utility and unclear use cases for the Agent Spark AI feature

GWI is the best source of global standardized consumer data

Incentivized
Luiz DuarteView profile
Director in Marketing at Publicis Groupe (1001-5000 employees)

Use Cases and Deployment Scope

I have used GWI for tracking market trends across multiple countries. Recontact studies were also connected to learn more about one specific type of business. Another use was the recreation of consumer segments defined through proprietary studies to expand knowledge of each segment.

Pros

  • Multi-country standardization
  • merge variables
  • export to excel
  • provide visual summaries
  • AI support for basic questions

Cons

  • Can't think of anything

Return on Investment

  • It allowed for expansion of market segmentation to global markets without the cost of running custom studies in each market

Usability

Alternatives Considered

Kantar Media

Other Software Used

Basecamp, Atlassian Jira, ClickUp

Experience using GWI for over four years.

Incentivized
Verified User
Strategist in Marketing (201-500 employees)

Use Cases and Deployment Scope

We used GWI to run our global segmentation project. This was a bespoke project we ran with them, with both our own customers and their own panel, and then we matched the results of this onto the respondents from their core survey. In general, we use GWI for insights for our particular category we operate in and the wider e-commerce and online shoppong landscape. I found that they had pretty robust and useful data points that we would use to report on in a wide range of settings.

Pros

  • Sizing a particular topic or data point with an estimate of the actual real world people it actually applies to
  • Reports or dashboards that have been made on the GWI platform are then easily exportable and then shareable to my internal team
  • Robust data over a long period of time, covering a wide range of topics in their quarterly core survey

Cons

  • Personally, I didn't find much of a use case for their new Agent Spark feature.
  • While there is a lot of data across a wide range of topics, we only found a small percentage of these data points were actually useful to us as a business.
  • I think the cross tabs feature you create when adding on and comparing multiple data points could be improved

Return on Investment

  • We use GWI to validate a lot of our market expansion plans in the EU. The launch of these markets was able to generate significant increases in our total GMV when launched

Usability

Alternatives Considered

statista

Other Software Used

Chattermill, Qualtrics XM for Strategy and Research, Typeform, monday.com

Elevate Audience Profiles for Smaller Agencies.

Incentivized
Verified User
Director in Marketing (51-200 employees)

Use Cases and Deployment Scope

GWI plays an integral role in developing comprehensive audience profiles for both marketing and media strategies. In large markets, our audiences tend to skew younger, so having robust datasets like GWI Kids and GWI Core/US helps us identify behavioral markers, media trends, and consumption habits across a range of survey responses. In most cases, we either use GWI's Spark agent to brainstorm media plans or export into our own tools for further development.

Pros

  • Audience Profiling.
  • Consumer Trends.
  • Media and Online Behaviors.
  • Attitudinal Data.

Cons

  • Agent Sparks ability to work through prompts versus survey responses. Example: Asking how teens use social media and understanding what that's asking versus having to know the exact instrument question/label.
  • While I think Agent Spark is solving for this, the ability for "non-researchers" to quickly populate charts/cross tabs.

Return on Investment

  • AI has changed the perception of time. GWI enables us to work both efficiently and effectively as perceptions of timelines shift between the agency and the agency partner.
  • GWI provides a research platform that gives smaller agencies credibility in media research.

Usability

Other Software Used

Semrush

A reliable source of truth for your customers

Incentivized
Verified User
Manager in Marketing (10,001+ employees)

Use Cases and Deployment Scope

It is mostly used for curating vertical specific narratives for our ads business. It helps understand the behaviour, attitudes, segmentation of our users. A lot of the times our 1P data is unable to tell the full picture and hence the monthly surveys from GWI helps complete that picture - its a complementary source of truth

Pros

  • Creating pitch deck
  • Understanding behaviours and attitudes of our users
  • Helps in creating messaging and creative strategies

Cons

  • There are some platforms where the depth of questions is much better
  • Limitation on crosstab exports
  • Being able to get a certain format

Return on Investment

  • Its hard to determine an exact roi because its a part of the pitch with multiple elements and sources of data

Usability

Alternatives Considered

YouGov Research

Other Software Used

YouGov Research

GWI is really well suited for when we need to quickly gather information and get a better understanding of a specific audience

Incentivized
Verified User
Strategist in Marketing (51-200 employees)

Use Cases and Deployment Scope

We use GWI to uncover deeper insights into specific audiences, exploring their demographics, psychographics, behaviors, interests, and evolving mindsets. We then apply these insights to both new business and client work, using research to better understand audiences, identify opportunities, and inform how we reach and engage them. GWI helps us move beyond assumptions by grounding our creative thinking in real audience data. It gives us the confidence to make informed creative assumptions on behalf of our clients, ensuring our strategies and ideas are rooted in research, relevance, and a deeper understanding of the people we’re trying to reach.

Pros

  • GWI does a great job at helping us gather very specific information on an audience
  • GWI does a great job at turning data into something we can actually apply to our work
  • GWI's AI tool is very helpful for when we want quick information that is easy to digest
  • GWI helps us move beyond assumptions and grounds our creative thinking

Cons

  • At first, GWI was really hard to digest and understand, especially the reports
  • After the adoption of the AI search tool, I started using GWI more because it felt less daunting then searching for the information myself
  • GWI could get better at making the reports really customizable. It's so hard to move the boxes around and order the content that I end up screenshotting
  • I would like the ability to change the data to be a typeface that I need, because often times I need to use a client's typeface, or our branded typeface, so I end up having to make my own data chart using GWI data

Return on Investment

  • Positive reaction from clients when we show them actionable insights into their audience
  • Positive reaction from new business clients when we show them research they have never known about their audience
  • Positive reaction when we say we are using research from GWI, it seems like a well reputable source and clients appreciate that.

Usability

Alternatives Considered

Trendalytics and WGSN TrendCurve+

Other Software Used

Trendalytics, WGSN TrendCurve+

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