GWI Reviews & Product Details

The best thing about GWI is that you don't need to know memorize the whole survey to maximize its use. GWI has incredible search features and the web app is fast, responsive and easy to navigate making it a great tool to get lost in (in a good way). It also means that if you need something fast, you can get it fast. If you come with other tools that are similar, it is incredibly easy to onboard yourself onto GWI's UI as it is very intuitive. GWI also seems to have an answer to almost anything which is why the search feature is my favorite aspect of the entire tool. Review collected by and hosted on G2.com.

There are some limits on how you can export data to integrate it into your systems and there are small UX inefficiencies, but it is nothing major. The AI Spark can become an incredible feature in the future, but as of right now it is not perfect. Review collected by and hosted on G2.com.

I find GWI easy to use, and I really appreciate the crosstabs function for quick insights. It allows us to quickly identify channel preferences, affinities, and overlap on new and existing audiences. The heatmap function is great for providing a quick visual reference, and the indexing gives a clear idea on where to focus energy within an audience. Onboarding was good, and using the platform was straightforward from the start. Review collected by and hosted on G2.com.

Crosstab exports can be messy. Question search functionality can result in guesswork to find if particular data has been covered in the survey. Selecting a few options from a large question set can be time consuming. Boolean approach to audience creation can get messy when certain question sets end up being embedded within others and are hard to turn into an AND/OR function. Review collected by and hosted on G2.com.

It is extremely user-friendly, easy to use, and fast. We do have access to other similar tools (e.g. several from the former Kantar Media, now fifty5blue, in many countries) and nothing is so smooth and quick Review collected by and hosted on G2.com.

The data behind and the preparation of its staff is not even comparable to Kantar. Often our account manager fails to get basic statistical references. Plus, they claim that every respondent answers all questions from GWI core, but it is clearly false and it can even be checked manually on the platform itself by seeing the variable "responses".

Also, we tested Agent Spark (their AI tool) but it most often than not gives you back wrong results. It is ok for extremely simple analysis, it doesn't work if you need to compare crosstabs across different countries and years, for example. Review collected by and hosted on G2.com.

GWI is a powerful consumer insights platform that stands out for its rich global data and easy-to-use interface. It allows users to quickly analyze audience behavior and build detailed segments without heavy technical effort. Overall, it’s a reliable tool for fast, data-driven decision-making. Review collected by and hosted on G2.com.

One downside of GWI is that it can feel slightly limited in flexibility and depth in certain cases. Some users mention that customization options and dashboard setups aren’t always as intuitive as they’d like, and working with exported data can be a bit cumbersome. Also, since the data is survey-based, it may require cross-checking for accuracy, and deeper insights for specific regions or topics sometimes require additional paid modules. Review collected by and hosted on G2.com.

I like the easy usability of GWI, as it allows me to obtain more information in a practical way. I also appreciate the variety of options that GWI offers. The initial setup process was very easy and I did not face major difficulties. Review collected by and hosted on G2.com.

The data from Brazil is quite weak and sometimes does not match reality. There needs to be more research in Brazil, and there are many important data points that are outdated. Review collected by and hosted on G2.com.

Universally reliable data and insights that are widely accepted. The AI spark tool has been extremely beneficial in functionality of the platform Review collected by and hosted on G2.com.

It's not as useful in my work as an exploratory tool, I have to know what data I'm looking for to be able to find it. It would be amazing to be able to produce an audience profile report for each audience I create Review collected by and hosted on G2.com.

I use GWI to gather data and insights on the UAE and KSA markets to integrate into our media strategy at our agency. It helps us represent research credibly and explore top-ranking media platforms for selected audiences. I like that I can go deeper by layering different data points to create specialized audiences, which helps uncover deeper insights. Crosstabs work best for me. Lorenzo, our account manager, provided great support during the initial setup. Review collected by and hosted on G2.com.

The questions are quite culturally and contextually limited when it comes to the UAE and the Middle East in particular. No questions on Ramadan or Eid and the UAE-specialized consumer. Or even questions on who visits the UAE, and specific things the UAE-based consumer buys (what kind of jewelry not just jewelry in general, for example). Review collected by and hosted on G2.com.

What I like most about GWI is how rich and timely the data is for the Vietnam market. It helps us stay on top of the most relevant and updated insights for our client in VN market—something that many other global sources don’t typically offer. Review collected by and hosted on G2.com.

Data on OOH/DOOH media consumption is still quite limited—most of the available insights focus on digital and a few traditional channels like TV and radio. Review collected by and hosted on G2.com.

I like that GWI is easy to use and understand. I also appreciate that their core survey has been running for an extremely long time, so the data sets are large, and you can spot trends as they change over time. It was also very easy to set up and get onboarded onto the plaftorm. Review collected by and hosted on G2.com.

I'm not a fan of the new Agent Spark feature. I feel like it doesn't work very well. Often, I am trying to find a particular datapoint, but the search results are often not exactly what I'm looking for. Review collected by and hosted on G2.com.

I like GWI for its sufficient panel size, demographic details, and insights on affinity and interest. It's particularly valuable for the Japanese market as I can compare it with other markets at the same granularity, which I haven't found in other tools. Additionally, the initial setup was quite easy. Review collected by and hosted on G2.com.

I think GWI could improve by including more latest technology interests or affinity, like GenAI in general, or GenAI-specific product usage, behavior, or attitude. Review collected by and hosted on G2.com.