GWI Reviews & Product Details

I like that it is very intuitive, with a very good user experience and design, that definitions can be dragged by blocks, that it quickly gives you universes and quick findings, that it is a very extensive catalog, and that everything is very standardized between waves and the reports it generates. Review collected by and hosted on G2.com.

I think that during construction it's very easy to want to modify something and it's not so simple to make any changes in the audience. When consuming information, I always have to download the Excel file; it would be better if the consumption could be done within the platform, something like graphs, being able to mount them on pre-designed templates, etc. Review collected by and hosted on G2.com.

For many years I used the Kantar equivalent and this is so much better. The data is richer and the web interface is decades ahead of what Kantar has managed to put together after spending decades and millions on the project. Plus the prices are better and customer service too! Review collected by and hosted on G2.com.

It still has a bit of a US bias and data on other countries sometimes run into sample sizes issues. Review collected by and hosted on G2.com.

Ease of Use:

GWI is really easy to use. I didn’t feel overwhelmed when I first logged in — everything is laid out in a clean and logical way. I was able to explore the main features without needing a bunch of tutorials or extra help.

Ease of Implementation:

Getting started with GWI was pretty smooth. The implementation didn’t drag on like I’ve experienced with other tools.

Customer Support:

I had a really good experience with GWI’s customer support. When I first started, i participate in a live tutorial session, which felt more like a personal class than a typical support call. They walked me through all the main features, answered my questions in real time, and gave me tips that really helped me get the most out of the platform. It made a big difference in how quickly I felt confident using GWI.

Frequency of Use:

I use GWI several times aday, and it’s become a regular part of my workflow. It’s reliable and easy enough that it doesn’t feel like a chore to log in and pull the data I need.

Number of Features:

GWI offers a good range of features. It covers most of what I need without being bloated with unnecessary options that would just slow things down.

Ease of Integration:

Integrating GWI with our other systems was surprisingly easy. It connected well with our existing platforms, and we didn’t run into major compatibility issues. Review collected by and hosted on G2.com.

Customization Limitations:

There are moments when I wish the platform allowed a bit more flexibility in how I view and segment data. Some customization options feel a little rigid compared to other tools I’ve used.

Saving New Charts is Less Intuitive:

One thing that frustrates me a bit is how saving new charts isn’t as easy as saving a new audience. When I'm building audiences, the saving process feels quick and straightforward — but when it comes to charts, it takes a few extra steps and isn’t as intuitive. Sometimes I’m not even sure if my work has been properly saved, and I have to double-check, which slows me down. Review collected by and hosted on G2.com.

As an agency marketer, GWI is one of my go-to tools when looking for quick audience insights in specific market or industry. When participating in pitches or just putting together a presentation for a client, GWI offers easy-to-use for finding relevant data. I particularly appreciate Spark feature, where you can just ask for what you need in plain English - no data analyst skills needed to use it. Review collected by and hosted on G2.com.

The only downside I see is lack of data for smaller markets - not everything revolves around US or Western Europe. Review collected by and hosted on G2.com.

GWI shines with its extensive and in-depth consumer data, offering a truly global perspective that's invaluable for understanding diverse audiences. The platform's strength lies in its ability to provide rich, granular insights into consumer behavior, attitudes, and demographics, which empowers businesses to move beyond assumptions and make data-driven decisions. I particularly appreciate its user-friendly interface and customizable dashboards, which streamline the process of segmenting audiences and extracting actionable intelligence for marketing strategies. Review collected by and hosted on G2.com.

. The sheer volume of data, while a strength, can sometimes feel overwhelming, especially for new users who may face a steep learning curve. Additionally, while GWI boasts a broad global reach, sample sizes for very niche audiences or specific regions can be limited, potentially affecting the depth and reliability of insights in those areas. Finally, the cost of the full suite of GWI tools can be a significant investment, making it more suitable for larger enterprises with dedicated research budgets. Review collected by and hosted on G2.com.

GWI is my go-to platform for audience insights and persona building because of its comprehensive, up-to-date data and intuitive interface. The depth of consumer behavior insights across demographics, interests, and brands helps me create highly targeted personas quickly. I especially appreciate the ability to compare audiences and track trends over time, making campaign planning more data-driven and effective. The platform’s reliability and ease of use save me hours of research, ensuring I always have actionable insights at my fingertips. Review collected by and hosted on G2.com.

As much as I rely on GWI for audience insights, sometimes, when I’m digging into very specific or local audiences, the data feels a bit thin, forcing me to cross-check with other sources. And while the platform is powerful, it took me some time to get comfortable with all the features, I remember feeling overwhelmed at first! That said, the quality of insights is still unmatched, so I stick with it. Review collected by and hosted on G2.com.

I like the robust topics and questions I can pull from to build complete audience profiles and personas for our clients.

Their customer service is great, they almost always reply quickly when I have questions about the best place to find a data point or if there has been a recent report on a particular subject. Review collected by and hosted on G2.com.

Sometimes it is missing certain data points or survey questions that I would find helpful. I have noticed this recently around more specific questions around job titles and experience - that would be a helpful addition. Though in general, they have a very large pool of questions/data points to work with. Review collected by and hosted on G2.com.

I really like the ability to use GWI cross tabs to compare beliefs, behaviors and attitudes across audience segments. You can quickly modify the sheet to only show the rows/questions/responses/ you want to make patterns come to life pretty quickly. The number of features feels right for what GWI sets out to do for marketers.

I also like that survey waves are easily understood so you quickly have a firm grasp of how recent the data is.

Finally, the new Spark AI tool - while still has some things to work out - will add a whole new layer of ease, when it comes to research. Review collected by and hosted on G2.com.

GWI does take some time and training to get used to. I don't think it is a software that one can quickly use; beyond the new Spark tool. Understanding how to build audiences and then populate them between cross-tabs or reports take a little time.

Similarly if you don't have a defined question bank or research question, it can be difficult to navigate the survey questions and populate them within a cross-tab view. Yes, this can produce some comprehensive reports but it takes time to master, especially developing a sense of what you want to expose or hide (thinking about likert-based or scale based questions). Review collected by and hosted on G2.com.

It's ability to deliver rich, granular consumer insights quickly and intuitively. The user interface is clean and easy to navigate, making it simple to filter and analyze data for specific audiences or markets. I especially appreciate how customizable the dashboards are, allowing me to pull exactly the data I need to inform marketing strategies and business decisions. Review collected by and hosted on G2.com.

Some datasets can feel a bit overwhelming to navigate without prior experience. Review collected by and hosted on G2.com.

GWI is an incredibly valuable tool for anyone working in research, strategy, or marketing. The number of features available is impressive, and the platform allows for deep customisation of insights based on very specific geographic and demographic criteria. We use it regularly during pre-sales and early project phases, so while the frequency of use isn’t daily, it’s always strategic.

Once you become familiar with it, the ease of use improves a lot. It does take some initial effort, so the ease of implementation isn’t immediate, but it’s absolutely worth it for the depth of information it provides.

I’ve also had great experiences with customer support: they’re responsive, professional, and always willing to help with even detailed questions. While there’s still room to improve the ease of integration, especially when exporting to Excel or PDF, the overall value GWI brings makes it a key part of our data-driven workflow. Review collected by and hosted on G2.com.

While GWI offers a broad number of features, the overall ease of use leaves something to be desired. The interface can be unintuitive at times, especially for new users, and it takes a fair amount of time to get comfortable navigating it effectively.

The ease of implementation was also a challenge—there’s definitely a learning curve, and getting the most out of the tool requires more than just a quick onboarding. Although customer support is helpful and responsive, you may find yourself needing their assistance more often than expected in the beginning.

In terms of the ease of integration, the platform could improve significantly. Exporting data, particularly in PDF or Excel formats, often requires manual adjustments, which slows down workflows. We use it mostly at specific moments, so while the frequency of use isn’t high, the friction in usability sometimes outweighs the benefits. Review collected by and hosted on G2.com.