# What is GWI used for?

What is GWI used for?

##### Post Metadata
- Posted at: over 2 years ago
- Author title: Pinned by G2 as a common question



## Comments
### Comment 1

What GWI claims is to provide "the world’s most complete view of real people" through their database (GWI Core annual sample: 960K across 54 markets, 50K+ Profiling points, and 5K+ brands).

The data above are referred just to the core database (pretty much harmonised, despite not fully as they claim, across all 54 markets. Then in major countries, they offer additional in-depth databases, category specific (e.g. alcohol, automotive, gaming, sports, travel, luxury, etc.).

Personally, I use GWI in three ways:

1. Pitching clients (I work in consulting). It is very useful to get a fresh overview of pretty much any category and easily pull fresh, juicy insights, relevant for decision makers.

2. Market segmentation and targeting. After a client signs, it is useful to identify different segments / personas within certain categories and deep dive into them.

3. PR. When writing articles, I am a fan of data. GWI makes it easy to back up your claims with real data at scale.

Said so, I see also some limitations. The main ones: low level of preparation of their support team (not even comparable to Kantar or similar, where you actually deal with statisticians), and no access to respondent-level data (which makes it impossible to run a bit more advanced analysis, like factor or cluster for example)

##### Comment Metadata
- Posted at: 19 days ago
- Author title: Co-Founder at Human Centric Group LTD, MBA/MSc Lecturer




## Related Product
[GWI](https://www.g2.com/products/gwi/reviews)

## Related Category
[Audience Intelligence Platforms](https://www.g2.com/categories/audience-intelligence-platforms)

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