--- title: GWI Reviews meta_title: 'GWI Reviews 2026: Details, Pricing, & Features | G2' meta_description: Filter 203 reviews by the users' company size, role or industry to find out how GWI works for a business like yours. aggregate_rating: rating_value: 4.4 review_count: 203 scale: '5' date_modified: '2026-09-22' parent_category: name: Marketing url: https://www.g2.com/categories/marketing --- # GWI Reviews **Vendor:** GWI **Category:** [Audience Intelligence Platforms ](https://www.g2.com/categories/audience-intelligence-platforms) **Average Rating:** 4.4/5.0 **Total Reviews:** 203 **AI Verified:** At least 10 G2 reviewers have confirmed using this product's AI features and functionality. ## About GWI GWI is a global human insights platform used by brands and agencies to make confident, defensible decisions. Powered by 35+ billion consumer data points and 2M+ annual surveys, it replaces guesswork with evidence, so strategies stand up to scrutiny, not just opinion. With 15+ years of insight expertise, GWI helps marketing, research, and sales teams turn consumer and audience insights into action. Teams can understand audiences, compare markets, and validate strategy - with accurate, representative data spanning 50+ markets. By providing consistent audience insights across key consumer categories including, gaming, sport and finance, GWI enables teams to become true audience experts and spot emerging industry trends early. That’s made practical through our platform features like Charts and Dashboards that make complex consumer research easy to explore and explain. While, Agent Spark, GWI’s AI-powered insights analyst, turns trusted consumer insights into instant, explainable answers. Built on real, verified data - not scraped or synthetic sources - GWI supports both ongoing insight needs and business questions. Trusted by leading global brands and agencies, it delivers insights you can defend, share, and stand behind. ## GWI Pros & Cons Pros and Cons are compiled from review feedback and grouped into themes to provide an easy-to-understand summary of user reviews. **What users like:** - Users value the **ease of use** of GWI, enabling quick access to insights and a smooth setup process. (65 reviews) - Users value the **detailed audience insights** from GWI, especially the AI function for instant audience queries. (51 reviews) - Users appreciate the **in-depth insights** provided by GWI, enhancing their media strategy with credible research and data layering. (40 reviews) - Users value the **responsive customer support** of GWI, ensuring quick help when needed and enhancing overall satisfaction. (29 reviews) - Users find GWI's **AI feature for chart creation** significantly enhances research efficiency and presentation preparation. (17 reviews) - User Interface (12 reviews) - Data Quality (11 reviews) - Efficiency (11 reviews) - Features (11 reviews) - Organization Efficiency (11 reviews) **What users dislike:** - Users highlight the **inaccuracy** of GWI's data, which often requires custom studies and leads to biased results. (11 reviews) - Users note the **limited data** regarding UAE culture and consumer behavior, impacting the overall relevance and insights offered. (10 reviews) - Users experience **filtering issues** , finding it challenging to locate relevant data and apply appropriate attributes effectively. (8 reviews) - Users find the **search functionality lacking** , often struggling to locate relevant results despite existing data. (8 reviews) - Users find the **learning curve steep** with GWI, requiring time and training to navigate its many features. (7 reviews) - Audience Management (6 reviews) - Navigation Difficulty (6 reviews) - Poor Interface Design (6 reviews) - Slow Performance (6 reviews) - Users observe that **data incompleteness** in GWI limits measurement and access to valuable insights, complicating analysis. (5 reviews) ## GWI Reviews ### 1. Intuitive Usability with Analytical Power **Rating:** 4.0/5.0 stars **Reviewed by:** Gustavo F. | Strategy Director, Enterprise (> 1000 emp.) **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **AI Translated:** This review has been translated from Portuguese using AI. **Reviewed Date:** September 08, 2026 **What do you like best about GWI?** I really like the usability of GWI, especially with the integration of artificial intelligence, which is very good. The vast availability of data on different countries is also a positive point for me. Additionally, the ability to cross historical information and transform data into intelligence using GWI Spark greatly speeds up my work, making the experience of using the platform simple and fast. With this, I can obtain insights more quickly and data-based. **What do you dislike about GWI?** GWI has a lot of data, but the change in methodologies over time and the way questions are asked in surveys can hinder understanding the evolution of the data. I miss the continuity of historical series, such as in social media surveys that stopped in 2024. Another thing is that the databases are separated into different categories, so sometimes it's difficult to find specific data or cross information from different categories. It would be very useful to have more specific data from Brazil, as I currently use Brazil data indirectly, as proxies. Additionally, the media consumption data in GWI is still somewhat limited for Brazil. It would be important to have standardized questions about channel usage, such as time spent on each social network, open TV, closed TV, streaming, radio, etc., for audience profile mapping. **What problems is GWI solving and how is that benefiting you?** I use GWI to integrate artificial intelligence with Omnicom data, making analysis simpler and more structured. This helps me defend strategies and discover new paths, improving efficiency in obtaining strategic insights. **Official Response from Rikke Mikkelsen:** > Thank you for your review, your feedback has been passed on to the team ✨ ### 2. Indispensable for Audience Insights and Team Collaborations **Rating:** 4.5/5.0 stars **Reviewed by:** Tom H. | Executive Director of Digital Strategy, Small-Business (50 or fewer emp.) **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** September 04, 2026 **Describe the project or task GWI helped with:** GWI provides a comprehensive platform for audience insights, offering intuitive tools for data visualization, analysis, and sharing. It's essential for teams looking to understand audience behaviors and deliver impactful presentations. **What do you like best about GWI?** I find GWI's dashboard relatively intuitive, making it easy to navigate. The data downloading process is straightforward, and it doesn't take long to set up and gain quick insights. The AI tools are especially beneficial when I am pressed for time. I also appreciate the ability to share audience data with my team, allowing everyone to access and manipulate the information. GWI allows me to create different kinds of data visualizations depending on the point I'm trying to make, which is handy. For audience analysis, this platform is the main tool I rely on, and it's indispensable for client presentations due to its knack for uncovering surprising insights about the audience. The ease of starting a new project and the availability of these features renders it fantastic, earning it a strong recommendation from me. **What do you dislike about GWI?** The data export format recently changed unexpectedly, which can be a bit surprising. When I try to do a complete audience analysis, adding all the attributes to find something surprising still feels pretty manual, and maybe I'm missing something there. It would be great to have a bulk add feature for audience attributes to streamline this. Also, avoiding retired attributes from prior studies manually is tedious. I currently export the data as an .xls and then upload it to ChatGPT because the internal AI tool seems a bit basic. It would be nice to be able to interrogate the data within the platform itself. **Recommendations to others considering GWI:** GWI is highly recommended for its intuitive dashboard, efficient data downloading, and AI tools that save time. It's perfect for audience analysis and client presentations, offering surprising insights and easy data sharing with teams. **What problems is GWI solving and how is that benefiting you?** GWI helps me understand audience behaviors and mindsets, unlocks strategic insights, and supports team data sharing. It's crucial for client presentations and effective messaging, offering an intuitive dashboard and AI tools for quick data reads. **Official Response from Rikke Mikkelsen:** > Thank you for your review! ### 3. Detailed market data and intuitive structure – API and cross tables work strongly **Rating:** 4.5/5.0 stars **Reviewed by:** Laçin Serra A. | Marketing Intern, Enterprise (> 1000 emp.) **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **AI Translated:** This review has been translated from German using AI. **Reviewed Date:** June 09, 2026 **What do you like best about GWI?** GWI offers detailed data on all our markets. The questions are intuitively structured and GWI Core answers most customer inquiries. We have also tested the API for data retrieval for the dashboard – it works well for percentage questions and the customer was very satisfied. Sometimes we encounter cell limit exceedances, especially with YoY analyses, but for individual country and target group analyses, the cross tables are very easy to handle. **What do you dislike about GWI?** A significant problem is the too small sample sizes in the secondary datasets. For example, when we use GWI Luxury or Auto and want to create and analyze a target group, we do not get sufficiently robust sample sizes. Additionally, the market coverage is limited. **What problems is GWI solving and how is that benefiting you?** The most important thing is the need for current data and the insights gained from it to support companies in business decisions. With four waves per year, GWI helps us meet these requirements. The "GWI Zeitgeist" studies are sometimes very valuable when the topics are relevant. A suggestion for improvement: The Zeitgeist studies could be sent by email – sometimes I overlook them, and they might contain relevant information. **Official Response from Rikke Mikkelsen:** > Thank you for your review 😍 ### 4. Consistently On-Point Reports and Graphs That Make Insights Easy **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Food & Beverages | Enterprise (> 1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** September 22, 2026 **What do you like best about GWI?** The reports and graphs are consistently on point. From audience cohort viewpoints to topical focus reviews, GWI reports are a simple, clear way to quickly get a feel for any given topic. **What do you dislike about GWI?** I just wish there were more reports. The ones available are so good that my only real complaint is that there aren’t more of them, or more frequent refreshes of the existing ones. **What problems is GWI solving and how is that benefiting you?** GWI helps me get a quick understanding of a topic and inspires data visualisation that explains insights in a more digestible way. It also covers some areas that other surveys or research tools don’t cover, or don’t cover as well or as clearly. ### 5. In-Depth Insights, Strong Support, Needs Speed Boost **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** August 17, 2026 **What do you like best about GWI?** I like GWI because of its in-depth data, which allows us to offer better customer experiences and go beyond basic standard targeting recommendations. We wouldn't have access to this level of data without it. It's easy to use and integrates directly into our MCP tools, which is a big plus for us. Their customer service is really good, and the in-depth level reporting is valuable, letting us break down data from basic searches into detailed insights like state and city breakdowns and various demographics. The ability to connect easily, using something like the connector page in Claude, where it's just a simple three-button click through their website, is really convenient. **What do you dislike about GWI?** I find that GWI AgentSpark sometimes breaks or is a lot slower to use for single off instances where I'm building a reporting table. **What problems is GWI solving and how is that benefiting you?** GWI provides in-depth data for better customer experiences and targeted recommendations. It allows integration with our MCP tools, giving us access to detailed insights and seamless connectivity with our cloud. ### 6. Easy, Reliable Audience Insights with Helpful Support **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** June 08, 2026 **What do you like best about GWI?** I really like how easy it is to pull audience data through the user interface, and that simplicity makes it easier to trust what I’m seeing. The data also feels robust and reliable, so I’m confident in the results I’m getting. I use the crosstabs feature regularly, and it integrates smoothly into my day-to-day workflow. I am new to the platform and the support has been incredibly helpful. Overall, the platform is straightforward to use and consistently supports the way I work. **What do you dislike about GWI?** My only feedback is that some of the data could be more consistent across markets. At times, it’s difficult to compare markets on a like-for-like basis. **What problems is GWI solving and how is that benefiting you?** Personally, I haven’t been using the platform long enough to see whether any feedback is being implemented. **Official Response from Rikke Mikkelsen:** > Thank you for your review! ### 7. Evolved Platform with an Easier UI and Consistently Top-Notch Support **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** June 22, 2026 **What do you like best about GWI?** The platform has really evolved since the last time I used it. The UI is much easier to navigate and use overall. Support from the team has always been top-notch, and that’s been consistent for me. I’m still not entirely sure about the AI, though—it feels more suited to general use than to getting truly detailed information. **What do you dislike about GWI?** Overall, I think there are still questions that could be asked—and kept in the survey throughout the waves. I’ve run into situations where a question was asked only once in 2020 and then never again, which means the data being used is now about six years old. **What problems is GWI solving and how is that benefiting you?** Having data quickly and easily accessible at any given moment is a plus. ### 8. Fast, Intuitive UI with Powerful Search **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through Google using a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** April 16, 2026 **What do you like best about GWI?** 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. **What do you dislike about GWI?** 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. **What problems is GWI solving and how is that benefiting you?** GWI helps me find the data to back up the strength's of audiences we are trying to market. ### 9. Easy to Use but Requires Export and Search Improvements **Rating:** 3.5/5.0 stars **Reviewed by:** Tom S. | Mid-Market (51-1000 emp.) **Validated Reviewer:** Validated through Google using a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** April 16, 2026 **What do you like best about GWI?** 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. **What do you dislike about GWI?** 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. **What problems is GWI solving and how is that benefiting you?** I use GWI to work out audience indexing, sizing, and interests, forecast for reach and frequency, and define channel targeting and mix. It's easy to use, and the crosstabs and heatmap functions provide quick insights into channel preferences and audience overlap. ### 10. User-Friendly and Fast, but Not enough Professional **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Consulting | Small-Business (50 or fewer emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through Google using a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **G2 Icon:** Our network of Icons are G2 members who are recognized for their outstanding contributions and commitment to helping others through their expertise. **Reviewed Date:** April 15, 2026 **What do you like best about GWI?** 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 **What do you dislike about GWI?** 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. **What problems is GWI solving and how is that benefiting you?** It gives us an easy and cost-efficient way to segment most of the markets in which we are present. By selling you access to 54 countries in one shot, it's much more convenient than purchasing each countries separately like it happens with most of the alternatives. We also use it to create effective pitches (providing some juicy insights upfront) and to write articles or press releases citing GWI as an official, credible source. ### 11. Quick, Data-Driven Audience Insights with GWI **Rating:** 5.0/5.0 stars **Reviewed by:** Prasanto P. | Media Analyst, Enterprise (> 1000 emp.) **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** July 27, 2026 At G2, we prefer fresh reviews and we like to follow up with reviewers. They may not have updated their review text, but have updated their review. **What do you like best about GWI?** GWI helps me quickly understand audience behavior and preferences, making it easier to build data-driven media plans and recommendations. **What do you dislike about GWI?** At times, the platform can feel a little slow, especially when I’m working with larger audience segments or running more complex analyses. **What problems is GWI solving and how is that benefiting you?** GWI helps me better understand target audiences and their media consumption habits, enabling more data-driven planning and stronger media recommendations. ### 12. Powerful Global Consumer Insights with a Fast, User-Friendly Interface **Rating:** 4.5/5.0 stars **Reviewed by:** Raju D. | Chief Software Architect, Mid-Market (51-1000 emp.) **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** April 17, 2026 **What do you like best about GWI?** 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. **What do you dislike about GWI?** 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. **What problems is GWI solving and how is that benefiting you?** GWI solves the problem of understanding customer behavior by providing quick, detailed audience insights. It benefits me by helping me make faster, data-driven decisions and target the right audience more effectively. ### 13. Efficient Usability, But Needs Updated Data **Rating:** 4.0/5.0 stars **Reviewed by:** Adelmo S. | Media Coordenator, Mid-Market (51-1000 emp.) **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **AI Translated:** This review has been translated from Portuguese using AI. **Reviewed Date:** November 06, 2024 At G2, we prefer fresh reviews and we like to follow up with reviewers. They may not have updated their review text, but have updated their review. **What do you like best about GWI?** 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. **What do you dislike about GWI?** 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. **What problems is GWI solving and how is that benefiting you?** I use GWI for audience and consumption analysis, and it provides strategic direction. The easy usability and variety of options help me obtain more information in a practical way. ### 14. Great Tools and a Helpful Agent Spark for Easy Navigation **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** September 01, 2026 **What do you like best about GWI?** I think the fact that as well as their great tools, you can also use Agent Spark who is very helpful with navigating the platform **What do you dislike about GWI?** I think Agent Spark's conversations don't feel continuous or flow as well. **What problems is GWI solving and how is that benefiting you?** It helps me with finding data source to back up any platform recommendations that I am making for me team. ### 15. Reliable, Widely Trusted Insights with a Helpful AI Spark Tool **Rating:** 3.5/5.0 stars **Reviewed by:** Ana R. | Creative Strategist, Small-Business (50 or fewer emp.) **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through Google using a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** April 20, 2026 **What do you like best about GWI?** Universally reliable data and insights that are widely accepted. The AI spark tool has been extremely beneficial in functionality of the platform **What do you dislike about GWI?** 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 **What problems is GWI solving and how is that benefiting you?** Validating insights and creative ideas within pitch decks as well as building out audience profiles for brand work ### 16. Deep Insights with Some Cultural Gaps **Rating:** 4.0/5.0 stars **Reviewed by:** khushi p. **Validated Reviewer:** Validated through a business email account added to their profile **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** February 16, 2026 **What do you like best about GWI?** 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. **What do you dislike about GWI?** 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). **What problems is GWI solving and how is that benefiting you?** I use GWI to gain data and insights on the UAE and KSA markets to enrich our media strategy. It helps us represent research credibly and understand top media platforms for clients. I also like layering data points to create specialized audiences for deeper insights. ### 17. Helps us stay ahead with real-time local data **Rating:** 4.0/5.0 stars **Reviewed by:** San N. | Business Director, Mid-Market (51-1000 emp.) **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** April 30, 2025 At G2, we prefer fresh reviews and we like to follow up with reviewers. They may not have updated their review text, but have updated their review. **What do you like best about GWI?** 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. **What do you dislike about GWI?** 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. **What problems is GWI solving and how is that benefiting you?** Understand deeply about audience portrait, their interests, activities, behaviors, and media consumption—so we can recommend the best-fit media strategy for our client ### 18. Valuable Consumer Insights but Needs Feature Tweaks **Rating:** 4.0/5.0 stars **Reviewed by:** Siam S. | Global Research Lead , Mid-Market (51-1000 emp.) **Validated Reviewer:** Validated through Google using a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** April 30, 2025 At G2, we prefer fresh reviews and we like to follow up with reviewers. They may not have updated their review text, but have updated their review. **What do you like best about GWI?** 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. **What do you dislike about GWI?** 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. **What problems is GWI solving and how is that benefiting you?** I use GWI to access valuable consumer data and monitor current trends in our core markets, especially around online activities and consumer ownership. ### 19. Great for Audience Sizing, but Needs Deeper, More Nuanced Survey Questions **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** May 26, 2026 **What do you like best about GWI?** I find GWI to be a great tool to size potential audiences - it's also a good tool to get a read on what a particular audience thinks or behaves. **What do you dislike about GWI?** I find the dataset is somewhat limited in its questions - I would love a bit more nuance and depth in terms of questions asked. You can only go so deep in terms of finding true, human insights. **What problems is GWI solving and how is that benefiting you?** It's helping me size audiences and giving me a quick read on audience attitudes, which is good - this is something I use often. ### 20. Essential for Audience Strategy with Easy Setup **Rating:** 4.0/5.0 stars **Reviewed by:** Ryunosuke N. | Mid-Market (51-1000 emp.) **Validated Reviewer:** Validated through Google using a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** April 17, 2026 **What do you like best about GWI?** 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. **What do you dislike about GWI?** 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. **What problems is GWI solving and how is that benefiting you?** I use GWI to check audience size and insights, validating media strategy and planning. It provides a sufficient panel size, demographic, affinity, and interest data for the Japanese market, comparable to other markets at the same granularity. ### 21. Intuitive Data Sourcing, Needs Excel Enhancements **Rating:** 4.5/5.0 stars **Reviewed by:** Lucy S. **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** February 10, 2026 **What do you like best about GWI?** I really like the ease of use in the cross tabs within GWI. I find it particularly valuable to be able to search characteristics and see what questions are related to that search. The initial setup was fairly easy, and I use GWI for creating audiences and seeing how they interact with media. It's also useful for sourcing data. **What do you dislike about GWI?** I find the 3D data handling a bit cumbersome, as it often requires multiple downloads when dealing with a wave of survey by question by audience. Plus, when I'm downloading data with multiple metrics, the question only shows up in the top row. This makes filtering in Excel awkward. **What problems is GWI solving and how is that benefiting you?** I use GWI for creating audiences and tracking their media interactions. It solves data sourcing issues for me. I appreciate its ease of use, especially in cross tabs and searching characteristics with related questions. ### 22. Strong Consumer Insights with Shareable, Easy-to-Digest Dashboards & Exports **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** April 13, 2026 **What do you like best about GWI?** The level of granularity around consumer behavior and sentiment is strong. The preset dashboards offer a simplified view of consumer profiles that’s easy to share and digest. Agent Spark is also a great addition for pulling together overall insights and highlighting key callouts. **What do you dislike about GWI?** Some dashboard and crosstab build-ups are hard to read and create. The preset sorting isn’t ideal, especially when I’m leveraging charts and tables in a dashboard view. **What problems is GWI solving and how is that benefiting you?** It helps me understand consumer behaviors, media consumption habits, and the decision-making variables within the finance, travel, and CPG verticals. With the types of datasets they have, it’s possible to capture both global scale and the nuances of each individual market/country. ### 23. How media consumption has changed in recent years **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Broadcast Media | Enterprise (> 1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** July 15, 2026 **What do you like best about GWI?** What I like most is the wealth of information about consumers in Brazil and around the world, along with the large number of surveys conducted. I also like Agent Spark. **What do you dislike about GWI?** Although it offers a lot of information and several ways to run analyses, I find it somewhat complicated to use and not as straightforward as I’d like. **What problems is GWI solving and how is that benefiting you?** Nothing at the moment. ### 24. Intuitive Interface that Empowers Audience Analysis **Rating:** 4.5/5.0 stars **Reviewed by:** Alberto O. **Validated Reviewer:** Validated through Google using a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **AI Translated:** This review has been translated from Spanish; Castilian using AI. **Reviewed Date:** January 05, 2026 **What do you like best about GWI?** I like the idea of being able to "cross anything with anything," that is, I like that it puts so many data points in such an intuitive and easy-to-use interface and the fact that they can be used so flexibly. Also, compared to tools I used previously, like TGI Choices, GWI represented a great upgrade in my experience. I also find that the initial setup was very easy. I think the learning curve was simply getting used to "building audiences." **What do you dislike about GWI?** Sometimes I have wished there was a bit more depth in the data points for my country. In the data points for the United States, I have seen deeper data points that Mexico does not have. It has happened to me on several occasions that the exact depth of data I need does not exist for Mexico. **What problems is GWI solving and how is that benefiting you?** GWI solves the lack of specific syndicated studies at the start of new businesses and reduces the cost of obtaining consumer data, allowing me to access valuable audience insights. ### 25. Easy-to-Use Self-Service Platform with a Great UX **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Accounting | Enterprise (> 1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** May 28, 2026 **What do you like best about GWI?** The fact that GWI is a self service platform, very easy to use and with a good UX. We can get data pretty easily without any hassle. **What do you dislike about GWI?** Their AI tool isn't great at the moment. Also, the export tool is kind of shitty, the excel files are ready really usable and need rework by hand. Also, some verticals aren't studied (i.e. retail) **What problems is GWI solving and how is that benefiting you?** It helps understands audiences better so it allows me to get more precise marketing & comms briefs ### 26. Trusted Demographic Insights for Marketing **Rating:** 4.5/5.0 stars **Reviewed by:** Ben S. | Group Head of Strategy, Mid-Market (51-1000 emp.) **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** May 05, 2026 **What do you like best about GWI?** I find the new Claude integration and chat function really helpful because it means we don't have to take that extra step of briefing any insight analysts. It makes accessing data a lot more demographic. **What do you dislike about GWI?** I'd like to see a wider survey base of brands and add in more attitudes and beliefs. **What problems is GWI solving and how is that benefiting you?** I use GWI to gain insights into audience demographics, understand customer attitudes, values, and behaviors, and quickly access reliable data. It's helpful for building targeted audiences for marketing strategies without extensive field research. ### 27. Amazing Depth of Insights from the Panel **Rating:** 5.0/5.0 stars **Reviewed by:** Arif V. | Insights and Analytics Manager, Market Research, Enterprise (> 1000 emp.) **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **G2 Icon:** Our network of Icons are G2 members who are recognized for their outstanding contributions and commitment to helping others through their expertise. **Reviewed Date:** July 02, 2026 **What do you like best about GWI?** The depth of insights you could get from this panel is amazing **What do you dislike about GWI?** There’s a limit on how much you can extract, and it can be really restrictive. When I need to download something large, this limitation becomes a major inconvenience. **What problems is GWI solving and how is that benefiting you?** It adds a solid layer of 3P insights on top of our 1P data and insights. ### 28. Easy-to-Use Tool with Broad, Quarterly-Updated Data and Helpful AI **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account added to their profile **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** May 21, 2026 **What do you like best about GWI?** Data is updated on a quarterly basis and available across different market. Dataset available also covers most industries. The user interface is also easy to use, straightforward for anyone to pick it up from scratch. Helpfu to also have its AI function on the tool itself **What do you dislike about GWI?** Not dislike but i think can improve by expanding its dataset/questions to better support business decisions **What problems is GWI solving and how is that benefiting you?** Market landscape, consumer behaviour, target audience preferences, media trends, media consumption ### 29. Easy, User-Friendly Interface with Flexible Variables for Client Sharing **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Broadcast Media | Enterprise (> 1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account added to their profile **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** August 03, 2026 **What do you like best about GWI?** Easy interface, easy to pick up and share with clients, user friendly, lots of variables **What do you dislike about GWI?** Variables hidden in different parts of the survey, sports data is limited **What problems is GWI solving and how is that benefiting you?** Audience building - easy to find ### 30. Insightful Audience Analysis Made Easy **Rating:** 4.0/5.0 stars **Reviewed by:** Mark C. | Small-Business (50 or fewer emp.) **Validated Reviewer:** Validated through Google using a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** March 10, 2026 **What do you like best about GWI?** I like the huge depth of information that GWI provides about people, including their likes, behaviors, and needs, as well as how many of them there are. The platform and interface are intuitive and easy to use, which I really appreciate. Overall, the initial setup was easy, which was a nice experience. **What do you dislike about GWI?** It takes some explanation to get the most out of the platform. Not all data is available in the standard core survey so extra studies need to be paid for. **What problems is GWI solving and how is that benefiting you?** GWI helps us understand what people think, feel, and do about marketing communications, especially in luxury, sports, the arts, and planetary content. ### 31. Great source of consumer insights **Rating:** 5.0/5.0 stars **Reviewed by:** Svetoslav D. | Media Director – TV, Small-Business (50 or fewer emp.) **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** November 07, 2024 At G2, we prefer fresh reviews and we like to follow up with reviewers. They may not have updated their review text, but have updated their review. **What do you like best about GWI?** The rich datasets, the easy of use and the constant adding of new featres. The customer support is just great - very supportive and aways on time. **What do you dislike about GWI?** Auto generated short insights need improvement. **What problems is GWI solving and how is that benefiting you?** Media consumption of target groups. This allows us to invest media budgets of our clients more effectively. Understand the specifics, the lifestyles, the attitudes of different target groups. This allows us to consult our clients about certain areas of their marketing strategies. ### 32. Intuitive UI and Insightful Audience Profiling **Rating:** 4.0/5.0 stars **Reviewed by:** Helen S. | Senior Associate, Strategy, Enterprise (> 1000 emp.) **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** April 29, 2026 **What do you like best about GWI?** I love GWI's intuitive user interface, which makes it easy to create an audience or crosstab. It is all very clear and helps me get specific consumer insights about my target audience. **What do you dislike about GWI?** I wish there were more psychographic statements. I’d like more specific psychographic statements around parenting styles, outlooks and attitudes, and nutrition. **What problems is GWI solving and how is that benefiting you?** I use GWI to build and profile audiences for marketing target audiences. It provides specific consumer insights about my segmented audience. ### 33. Intuitive and Efficient Consumer Insights Tool **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Entertainment | Mid-Market (51-1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** May 28, 2025 At G2, we prefer fresh reviews and we like to follow up with reviewers. They may not have updated their review text, but have updated their review. **What do you like best about GWI?** I like that GWI is very intuitive and allows me to generate consumer insights instantly. I enjoy the function crosstabs because I can drag and drop my audiences and questions, which helps save time. It saves me time because I can quickly generate insights and dive deeper by combining audiences and questions within crosstabs. The initial setup was very easy, and the customer success manager was very helpful. **What do you dislike about GWI?** The Core database cannot be connected with the Sports database. **What problems is GWI solving and how is that benefiting you?** GWI helps me generate consumer insights, understand target audience interests and purchase behavior. The intuitive crosstabs feature lets me quickly combine audiences and questions, saving time and enhancing depth in insights. ### 34. Frequently Updated Data That Helps Me Check the Pulse Regularly **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Online Media | Mid-Market (51-1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account added to their profile **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** May 26, 2026 **What do you like best about GWI?** The data is updated more frequently than TGI, for example. Besides that, I also like to check the pulse regularly. **What do you dislike about GWI?** There are missing information for Brazil, regarding some leaders brands in specific categories, such as BYD for autos. **What problems is GWI solving and how is that benefiting you?** The deeper understanding of consumers and their journey. ### 35. Comprehensive Audience Insights, Effortless Experience **Rating:** 4.0/5.0 stars **Reviewed by:** Natalie M. | Brand Futures Director, Mid-Market (51-1000 emp.) **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** April 23, 2026 **What do you like best about GWI?** I like that Agent Spark is really simple and easy to use. The comprehensive audience data helps me find really specific information. The initial setup was easy, and Steve, who did our training, was really thorough. **What do you dislike about GWI?** N/A **What problems is GWI solving and how is that benefiting you?** GWI helps me find specific stats and insights for targeting audiences. Its comprehensive audience data and simple interface make it easy to find detailed information. ### 36. Easy International Data Access with Great Reporting **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through Google using a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** April 20, 2026 **What do you like best about GWI?** Easy to get international data. Love the reports too **What do you dislike about GWI?** The flipside of the international side is that the variables are sometimes limited, compared to other data sets. Also not all media channels are covered. example cinema and OOH are captured in a different ways so unable to compare like for like **What problems is GWI solving and how is that benefiting you?** Understanding audiences, especially around media consumption and demographics. ### 37. Easy-to-Use Drag-and-Drop Survey Tool **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Entertainment | Enterprise (> 1000 emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account added to their profile **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** June 08, 2026 **What do you like best about GWI?** It is a really easy to use tool for drag and drop **What do you dislike about GWI?** I dislike the data isn’t as strong as other survey tools. **What problems is GWI solving and how is that benefiting you?** It’s a great research tool to understand our audience better **Official Response from Rikke Mikkelsen:** > Thank you for your review ✨ ### 38. Intuitive Interface and Detailed Audience Analysis **Rating:** 5.0/5.0 stars **Reviewed by:** Martin T. | Data Team Leader, Small-Business (50 or fewer emp.) **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **AI Translated:** This review has been translated from Spanish; Castilian using AI. **G2 Icon:** Our network of Icons are G2 members who are recognized for their outstanding contributions and commitment to helping others through their expertise. **Reviewed Date:** April 15, 2026 At G2, we prefer fresh reviews and we like to follow up with reviewers. They may not have updated their review text, but have updated their review. **What do you like best about GWI?** I really like the interface and the ease of navigation of GWI. I also value the wide range of available categories. Additionally, the initial setup was very easy. **What do you dislike about GWI?** There is nothing in particular that I don't like. **What problems is GWI solving and how is that benefiting you?** GWI allows me to truly understand the demographics and psychographics of audiences related to products, categories, or segments. ### 39. GWI: Insightful, Easy, but Needs Better Global Data **Rating:** 4.5/5.0 stars **Reviewed by:** Amy W. | Junior Planner **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** February 11, 2026 **What do you like best about GWI?** I really like the copy and paste option in GWI and its clear layout, which contribute to faster workflows and make everything easier to understand. I also find the initial setup to be very easy. **What do you dislike about GWI?** I find that when questions aren't asked in certain countries, it can limit the data. **What problems is GWI solving and how is that benefiting you?** I use GWI for gaining insights into different audiences worldwide, understanding similarities and differences between them. The clear layout and copy-paste option speed up my workflows and make data easier to understand. ### 40. Easy and Friendly, But Improvement Needed in Searches **Rating:** 5.0/5.0 stars **Reviewed by:** Lorena G. | Enterprise (> 1000 emp.) **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: Seller invite:** Invitation from a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **AI Translated:** This review has been translated from Spanish; Castilian using AI. **Reviewed Date:** March 12, 2026 **What do you like best about GWI?** I like that GWI is easy to use and understand. It is a user-friendly platform that provides the necessary information for advertising campaigns effectively. I also appreciate that the initial setup was easy. **What do you dislike about GWI?** Sometimes when I search for a word, too many answers appear and the specific word is not easily found among them. **What problems is GWI solving and how is that benefiting you?** GWI provides me with audience insights and the necessary information for campaigns. ### 41. GWI an intuitive, friendly, and very comprehensive tool **Rating:** 5.0/5.0 stars **Reviewed by:** Jean L. | Social Business Intelligence and Strategy Analyst, Small-Business (50 or fewer emp.) **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **AI Translated:** This review has been translated from Spanish; Castilian using AI. **Reviewed Date:** August 12, 2025 **What do you like best about GWI?** I like that it is very intuitive, with a great user experience and design, that definitions can be dragged by blocks, that it quickly provides universes and quick insights, that it has a very extensive catalog, and that everything is very standardized between waves and the reports it generates. **What do you dislike about GWI?** I think that during the construction, it is very easy to want to modify something, and it is not so simple to make any changes to the audience. I always have to download the Excel to consume information; 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. **What problems is GWI solving and how is that benefiting you?** I mainly use it to understand audiences, download brand consumption data, shopping habits, and attitudinal or media consumption. ### 42. Instant Insights with AI Features Boost Business Understanding **Rating:** 4.5/5.0 stars **Reviewed by:** Rohit S. **Validated Reviewer:** Validated through a business email account added to their profile **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** February 10, 2026 **What do you like best about GWI?** I like being able to have research datasets handy with GWI, and the instant insights and AI features help me search more effectively among several datasets. **What do you dislike about GWI?** I think more granular industry categories and B2B work segments would be useful. **What problems is GWI solving and how is that benefiting you?** I use GWI for new business insights, understanding audience nuances across geos and decision cycles, having research datasets handy, gaining instant insights, and searching effectively among several datasets. ### 43. Global Reach with Room for Data Improvement **Rating:** 3.5/5.0 stars **Reviewed by:** Harrison E. | Planner **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** February 11, 2026 **What do you like best about GWI?** I find GWI's global audience set super useful for our global clients. I think the crosstabs are good and easy to use. Also, the initial setup of GWI was easy. **What do you dislike about GWI?** I think there are lots of data points missing and the GWI Kids stops too young. **What problems is GWI solving and how is that benefiting you?** GWI has a global audience set that's super useful for our global clients. ### 44. Significantly ahead of all other syndicated research databases **Rating:** 5.0/5.0 stars **Reviewed by:** Luiz D. | Adjunct Professor, Enterprise (> 1000 emp.) **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** August 06, 2025 **What do you like best about GWI?** 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! **What do you dislike about GWI?** It still has a bit of a US bias and data on other countries sometimes run into sample sizes issues. **What problems is GWI solving and how is that benefiting you?** As a syndicated research database spanning the world and lots of industries and topics, it saves me from having to conduct these studies myself. The web interface makes it easy to access the data and format it to my needs ### 45. GWI is easy to use, some advanced features take time to master. **Rating:** 4.0/5.0 stars **Reviewed by:** Guilherme A. | Sales Strategy Intern, Mid-Market (51-1000 emp.) **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was not provided any incentive by G2 for completing this review. **Reviewed Date:** May 12, 2025 **What do you like best about GWI?** 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. **What do you dislike about GWI?** 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. **What problems is GWI solving and how is that benefiting you?** Data Accessibility and Organization: GWI has streamlined the process of gathering and organizing large amounts of data, making it much easier to access key insights without feeling overwhelmed. Slow Decision-Making Process: With GWI's fast reporting and real-time data, decision-making has become much quicker. I no longer need to wait days for data to be processed before making informed choices. Integration Issues Across Tools: GWI has integrated smoothly with my other tools, eliminating the time-consuming process of manually merging data from different platforms. Difficulty in Visualizing Data: GWI's chart and visualization tools have made it easier to translate complex data into visual insights, helping me communicate findings to my team more effectively. ### 46. Exellent tool for market research and consumer insights **Rating:** 4.5/5.0 stars **Reviewed by:** Janis P. | Managing Director, Small-Business (50 or fewer emp.) **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through LinkedIn **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** August 06, 2025 **What do you like best about GWI?** 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. **What do you dislike about GWI?** The only downside I see is lack of data for smaller markets - not everything revolves around US or Western Europe. **What problems is GWI solving and how is that benefiting you?** Quick access to reliable market data and consumer insights let's me spend less time in research. ### 47. An invaluable tool **Rating:** 4.5/5.0 stars **Reviewed by:** Jodie C. | Senior Lead Media Planner, Enterprise (> 1000 emp.) **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through Google One Tap using a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** May 06, 2025 **What do you like best about GWI?** 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. **What do you dislike about GWI?** 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. **What problems is GWI solving and how is that benefiting you?** From a media planner and strategist perspective, GWI is a valuable tool that solves several key problems: Audience Understanding: GWI provides deep, detailed insights into target audiences, going beyond basic demographics to include their behaviors, attitudes, media consumption habits, and interests. This allows for more precise audience segmentation and the creation of detailed consumer profiles, which is crucial for effective media planning. Informed Decision-Making: By providing data-backed insights, GWI helps to move media strategies away from assumptions and towards evidence-based decisions. This leads to more effective allocation of budgets, selection of appropriate media channels, and the development of targeted messaging. Campaign Optimization: GWI's data enables media planners to understand which channels and platforms their target audiences use, and the types of content they consume. This knowledge is essential for optimizing media spend, improving ad targeting, and ultimately maximizing campaign ROI. In essence, GWI empowers media planners and strategists to craft more effective and efficient media plans that resonate with target audiences, deliver better results, and justify media investments. ### 48. My go-to option for audiences insights & personas building **Rating:** 4.0/5.0 stars **Reviewed by:** Axelle L. | Strategy & Data Director, Mid-Market (51-1000 emp.) **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** May 05, 2025 **What do you like best about GWI?** 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. **What do you dislike about GWI?** 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. **What problems is GWI solving and how is that benefiting you?** GWI eliminates the guesswork in audience research by providing reliable, centralized consumer data, saving me from piecing together insights from scattered sources. Before, building detailed personas meant stitching together social analytics, surveys, and market reports, which was time-consuming and inconsistent. Now, I get a clear, data-backed picture of audience demographics, behaviors, and brand affinities in minutes. This efficiency lets me focus on strategy and creativity, whether I’m crafting targeted campaigns, validating concepts, or pitching ideas with confidence. ### 49. Helpful Tool to Build Impactful Media Campaigns **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) This reviewer's identity has been verified by our review moderation team. They have asked not to show their name, job title, or picture. **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** Validated through Google using a business email account **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** August 06, 2025 **What do you like best about GWI?** 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. **What do you dislike about GWI?** 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. **What problems is GWI solving and how is that benefiting you?** It allows us to pull together a complete audience profile for multiple clients and pitches at a reasonable cost. This helps us build effective media campaigns based on real data, and win new clients. ### 50. Add new layers to audience personas **Rating:** 4.5/5.0 stars **Reviewed by:** Chris H. | Directory, Strategy, Mid-Market (51-1000 emp.) **Current User:** The reviewer uploaded a screenshot or submitted the review in-app verifying them as current user. **Validated Reviewer:** This review contains authentic analysis and has been reviewed by our team **Incentivized:** This reviewer was offered a nominal incentive as thanks for completing this review. **Source: G2 invite on behalf of seller:** Invitation from G2 on behalf of a seller or affiliate. This reviewer was offered a nominal incentive as thanks for completing this review. **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** 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. **What do you dislike about GWI?** 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). **What problems is GWI solving and how is that benefiting you?** Quick survey data for media consumption patterns and audience segments beliefs and consumer behavior. ## GWI Discussions - [What is GWI used for?](https://www.g2.com/discussions/what-is-gwi-used-for) - 1 comment - [View GWI pricing details and edition comparison](https://www.g2.com/products/gwi/reviews?section=pricing&secure%5Bexpires_at%5D=2026-09-22+18%3A36%3A35+-0500&secure%5Bsession_id%5D=4ebcac79-81c4-4ece-bc41-c3202e66e509&secure%5Btoken%5D=82d3b4763e3c3eb9769deb27aaba6a979cccf694863da1ac3b02a1ebe0c8a891&format=llm_user) ## GWI Features **Audiences** - Audience Insights - Buyer Personas - Segmentation **Survey Design - Consumer Insights Platforms** - Multi-Use Methodologies - Industry & Locale Adaptability - Behavioral & Adaptive Logic Guidance - Self-Serve Survey Builder - AI Smart Probes - Question Branching - Conditional Logic **Data Analysis** - Network Analysis - Dashboards - Visualizations - Advanced Filtering **Audience Access - Consumer Insights Platforms** - Flexible Audience Options - Customer Data Upload - Consumer Panels - Real-Time Data **Administration** - Marketing Integrations - Data Exporting **Data Collection - Consumer Insights Platforms** - Rapid Research - Quality Assurance - Mobile / Mixed Mode **Agentic AI - Audience Intelligence Platforms** - Autonomous Task Execution - Cross-system Integration - Adaptive Learning - Proactive Assistance **Analytics - Consumer Insights Platforms** - AI-Powered Insights - Qualitative Research Support - Benchmarking & Norms - Generative AI **Collaboration - Consumer Insights Platforms** - Dashboards & Embedded Integrations - Embeddable Reports - Shared Workspaces - Third-Party Integrations - Social Media Integration - Customizable Reports **Additional Functionality** - Customizable Questions - Alerts/Notifications - Reporting & Statistics - Surveys & Feedback - Sentiment Analysis - Activity Tracking - Search/Filter - Trend Analysis - Charting - Real-Time Reporting - Face-to-Face - Survey Sample Management - Multi-Channel Distribution - Customer Segmentation - SSL Security - Reporting/Analytics - Multi-Language - Data Visualization - Monitoring - Drag & Drop - Offline Access - Data Import/Export - Customizable Fields - Phone-Based - Template Management - Reminders - Visual Analytics - Real-Time Analytics - Customizable Branding - Panel Management - Question Library - Paper-Based - Benchmarking - API - Single Sign On - Survey/Poll Management - Customizable Templates - Access Controls/Permissions - Multiple User Accounts - Email Management - Statistical Analysis - Email Reminders - AI Copilot ## Top GWI Alternatives - [Brandwatch Consumer Intelligence](https://www.g2.com/products/brandwatch-consumer-intelligence/reviews) - 4.4/5.0 (709 reviews) - [Meltwater](https://www.g2.com/products/meltwater/reviews) - 4.1/5.0 (2,644 reviews) - [Adobe Analytics](https://www.g2.com/products/adobe-analytics/reviews) - 4.2/5.0 (1,173 reviews)