--- title: GWI Reviews meta_title: 'GWI Reviews 2026: Details, Pricing, & Features | G2' meta_description: Filter 198 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: 198 scale: '5' date_modified: '2026-08-04' 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:** 198 ## 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 **What users like:** - Users appreciate the **ease of use** of GWI, finding it user-friendly for quick audience analysis and insights. (59 reviews) - Users appreciate the **granularity of data** in GWI, enabling detailed audience insights and efficient analysis. (50 reviews) - Users value the **high-level insights** provided by GWI, finding it easy to use for audience analysis. (38 reviews) - Users commend GWI for its **excellent customer support** , highlighting timely assistance and expert knowledge from the team. (27 reviews) - Users appreciate the **intuitive AI support** of GWI, enabling quick access to tailored consumer insights and reports. (15 reviews) - Features (11 reviews) - Organization Efficiency (11 reviews) - Coverage (10 reviews) - Data Visualization (10 reviews) - Efficiency (10 reviews) **What users dislike:** - Users note **inaccuracies in data presentation** , with legacy data and outdated insights leading to confusion and frustration. (10 reviews) - Users find the **limited data** on culturally relevant topics a drawback, hindering comprehensive insights and analysis. (8 reviews) - Users find the **learning curve steep** , making it challenging to fully utilize GWI's extensive features effectively. (7 reviews) - Users often face **ineffective search functionality** , leading to irrelevant results and difficulty finding desired information. (7 reviews) - Users find **filtering issues** challenging, making it hard to locate relevant data and intuitive navigation difficult. (6 reviews) - Slow Performance (6 reviews) - Audience Management (5 reviews) - Users observe that **data incompleteness** in GWI limits measurement and access to valuable insights, complicating analysis. (5 reviews) - Expensive (5 reviews) - Navigation Difficulty (5 reviews) ## GWI Reviews ### 1. A brilliant tool that's very user friendly **Rating:** 5.0/5.0 stars **Reviewed by:** Emma H. | Associate Director, Insights, Mid-Market (51-1000 emp.) **Reviewed Date:** May 01, 2025 **What do you like best about GWI?** The platform is really user friendly which means its easy to quickly get top level information before jumping in to deeper insights. **What do you dislike about GWI?** There isn't really much to dislike to be honest! **What problems is GWI solving and how is that benefiting you?** It's helping join the dots on the 'why' people do certain things online and what drives purchase intent. ### 2. Key piece for audience work **Rating:** 4.5/5.0 stars **Reviewed by:** Tanya G. | Strategy Coordinator, Mid-Market (51-1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** it has some really cool questions and you can really uncover a lot about the said audience **What do you dislike about GWI?** i wish editing an audience once created, was a little easier instead of having to start from scratch **What problems is GWI solving and how is that benefiting you?** it is helping us find our audience, and also best moments to intercept them ### 3. GWI is great as a datapool of existing secondary market/audience research for major industries **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** Ad hoc access to a data pool with data on MOST* topics that anyone would want to look into and the ability to filter data by audiences is crucial to any insight formulation or for informing campaign or content strategy. **What do you dislike about GWI?** The fact that the question/databank is not consistent across markets, which make it hard to compare or perform any cross-market audience segmentation or insight formulation because the comparison isn't one-to-one. **What problems is GWI solving and how is that benefiting you?** having ad hoc access to a datapool of audience and consumer trends, habits and information. ### 4. GWI is easy to use and has such a breadth of information **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** May 01, 2025 **What do you like best about GWI?** The multi-market aspect of GWI is great - having the same set of variables for different markets is brilliant, and not something other tools necessarily have. **What do you dislike about GWI?** As it only covers the online population, it isn't technically nationally representative - however obviously with the penetration of online, it is becoming more and more representative. **What problems is GWI solving and how is that benefiting you?** It helps with audience sizing, audience profiling and media consumption - all of which support in giving us and our clients a better understanding of the target audience for each brief. ### 5. Great at what it does, but could use more depth **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Public Relations and Communications | Mid-Market (51-1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** A lot of audience behavior data that is easy to cross tabulate across a number of variables. **What do you dislike about GWI?** The majority of the data is behavioral and not attitudinal. It explains what they do but isn't as good at explaining why they do it. There are some general usage attitudinal questions but I'm alway looking for. more depth. **What problems is GWI solving and how is that benefiting you?** Building a profile of the audience that I'm trying to reach and to understand how they behave and how to reach them, while also understanding their topline motivations. ### 6. Great platform - incredibly useful **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** I appreciate how easy it is to use, the ability to create dashboards, and the team's quick response to making changes and providing assistance. I also use GWI about three times a week, as it is extremely useful for statistics and insights when crafting content or even prospecting emails. **What do you dislike about GWI?** The only thing I would like to see is for there to be more zeitgeist data! **What problems is GWI solving and how is that benefiting you?** It allows me to gather insights quickly and tailored to the audiences I set up which is very helpful. ### 7. A review of GWI **Rating:** 5.0/5.0 stars **Reviewed by:** Rohan I. | Business Manager, Enterprise (> 1000 emp.) **Reviewed Date:** May 01, 2025 **What do you like best about GWI?** Easy to use, quality features, simplified user interface and the customer support and training materials **What do you dislike about GWI?** You can probably have a glossary or a definition section to understand each thing like what is GWI Zeitgeist, Crosstabs etc. **What problems is GWI solving and how is that benefiting you?** Helping me derive quality insights and understanding my audience better ### 8. Easy to navigate **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Automotive | Enterprise (> 1000 emp.) **Reviewed Date:** August 06, 2025 **What do you like best about GWI?** Many audience insights and their media consumption **What do you dislike about GWI?** Many features so it takes awhile to find what you need and getting used to. **What problems is GWI solving and how is that benefiting you?** it is helping my understand consumer habits and interests of my target audience. ### 9. Love the insights **Rating:** 4.5/5.0 stars **Reviewed by:** Thomas W. | Sr. Ad Measurement Lead, Enterprise (> 1000 emp.) **Reviewed Date:** May 07, 2025 **What do you like best about GWI?** The consumer insights and the level of granular consumer behaviour to breakout is fascinating and very applicable for my reporting and work materials **What do you dislike about GWI?** The horizontal bar charts is very hard to read. **What problems is GWI solving and how is that benefiting you?** Audience segmentation and where TV behaviours over-index further beyond competitors ### 10. Effective high-level sizing and insights tool **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Computer Games | Enterprise (> 1000 emp.) **Reviewed Date:** August 07, 2025 **What do you like best about GWI?** Audience market sizing across specific, worldwide audiences. Good high-level insights **What do you dislike about GWI?** Higher level and cumbersome or expensive to add entities; it's in GWI's best interest to have a more robust survey **What problems is GWI solving and how is that benefiting you?** Audience sizing, top-of-funnel metrics ### 11. GWI provides great exploratory and cross-referenceable audience data **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Entertainment | Mid-Market (51-1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** GWI is great when we are starting to define target audiences. The platform is intuitive and allows up to easily see which audiences overlap and their respective traits. **What do you dislike about GWI?** While the platform is intuitive, there are some ways that we wish the different datasets available were able to be mixed with each other. The value of the tool lies in the combinations of audiences and behaviors we find, so I expected this to be a feature. **What problems is GWI solving and how is that benefiting you?** Audience segmentation, defining, and refining. ### 12. GWI Review by BBH **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** GWI offers solid single source data covering many aspects of consumer life, across different geographies. I also appreciate the recontact ability and the off the shelf reports. **What do you dislike about GWI?** User interface - more specifically the attributes and audience elements are not intuitive and the cross tab feature, although much improved, is a step behind other providers. **What problems is GWI solving and how is that benefiting you?** Primarly, audience insights. For a creative agency like BBH, GWI allows us to obtain valuable target audience profiling data to help with strategic and crative development. ### 13. Really helpful and easy to use **Rating:** 4.0/5.0 stars **Reviewed by:** Sophia T. | Insights Intern, Enterprise (> 1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** Insights are in depth and there is a lot to choose from, with a range of topics being covered **What do you dislike about GWI?** Certain topics are under different bases, which can be tricky when analysing **What problems is GWI solving and how is that benefiting you?** Helps to generate detailed insights for a variety of topics ### 14. Great solution to gather insights and provide compelling data on specific audience groups. **Rating:** 5.0/5.0 stars **Reviewed by:** Edoardo L. | Commercial Director, Mid-Market (51-1000 emp.) **Reviewed Date:** May 03, 2025 **What do you like best about GWI?** Diversity of data, easy to use. Flexible to export and ad hoc reports. **What do you dislike about GWI?** Ideally if there would be more flexibility to translate data into type of graphics that i can reuse on slides. eg. into piechart etc **What problems is GWI solving and how is that benefiting you?** NA ### 15. Insight Sinplicity **Rating:** 5.0/5.0 stars **Reviewed by:** Olusegun A. | Insight Consultant, Mid-Market (51-1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** I like the simplicity of access to insight and the fact that all my business get clarity eact time I visit GWI **What do you dislike about GWI?** The fact that most surveys are customised to US market only **What problems is GWI solving and how is that benefiting you?** Easy access to understanding my audience ### 16. GWI: the user-friendly platform with the best insights **Rating:** 5.0/5.0 stars **Reviewed by:** Denitsa P. | Data Intelligence Specialist, Enterprise (> 1000 emp.) **Reviewed Date:** November 07, 2024 **What do you like best about GWI?** I love how easy and intuitive the work with GWI is. The structure of the sections and the search bar contribute further to the fast and effective work. The dashboards are something that I discovered last year and I can say that they are very helpful when you need to find more for a specific audience and what to consider different things. The new feeature - exporting dashboards as PNG is also great - they can be inserted directly in presentations. The customer support is fast and helpful. **What do you dislike about GWI?** Unfortunately there aren't brands in all sections, so it's impossible to create growth audiences for some clients. **What problems is GWI solving and how is that benefiting you?** GWI helps by discovering more about clients' audience and providing the best strategy with solid argumentation behind that data. ### 17. Review **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** May 01, 2025 **What do you like best about GWI?** Being able to blend and rebase lots of unique audiences easily to help with client pitches. It’s a super smart platform and can unlock so many insights across many markets. Core Survey covers lots of topics. Staff are friendly. **What do you dislike about GWI?** Core Survey does not accurately represent our brand, forced to do custom study, which has its benefits like additional custom questions, but also not helpful as combining answers with the core survey results in small sample sizes. Also, Having to create audiences in a seperate area rather than just doing it in the chart bit is a little frustrating. **What problems is GWI solving and how is that benefiting you?** Helping create specific audience cuts for storytelling to help clients with specific questions. ### 18. Missing data for the Nordics **Rating:** 3.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** May 05, 2025 **What do you like best about GWI?** Lot's of valuable data. Easy to use. Covers a lot of markets. Very good data on Germany. **What do you dislike about GWI?** The data is lacking in detail for the Nordic Countries. I need more granularity in terms of TV Channels viewed, newspaper sites visited, print magazines read etc. Missing easy export functions for large data sets. **What problems is GWI solving and how is that benefiting you?** Helping me to draw data on media usage for specific audiences. Also learning about attitudes of said audiences. ### 19. Very useful platform **Rating:** 4.5/5.0 stars **Reviewed by:** Triana P. | Digital Media Strategy, Mid-Market (51-1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** It has a lot of information and it's very easy to use **What do you dislike about GWI?** Some of the audiences I need are too small **What problems is GWI solving and how is that benefiting you?** It helps me with arguments about why a client should buy my products ### 20. Love for the quick analysis, **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** May 05, 2025 **What do you like best about GWI?** The usability, is easy to use, to analyse, export, etc... There is a exceptional support from GWI team. I use it every week **What do you dislike about GWI?** the lack of depth as TGI, instead of using advanced data bases there is crucial information that is not included. Sometimes there are presentations that are only focussed in USA data but we have been invited from other conutries **What problems is GWI solving and how is that benefiting you?** the analysis of audience in regional level ### 21. Insights at my fingertips **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Design | Small-Business (50 or fewer emp.) **Reviewed Date:** May 06, 2025 **What do you like best about GWI?** Being relatively new to GWI, learning the essentials of the platform made a lot of sense from the get-go. I enjoy the dashboard function and customiseable it is. **What do you dislike about GWI?** The software itself can be buggy and slow at times, and certain elements like adding charts to dashboards feels confusing. **What problems is GWI solving and how is that benefiting you?** GWI helps us create actionable insights for our clients, and establish foundational direction for research objectives and target personas. ### 22. GWI provides a good foundation for global research insights **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Sports | Enterprise (> 1000 emp.) **Reviewed Date:** February 12, 2024 **What do you like best about GWI?** The platform access that you can work by yourself in a flexible manner and can perform your own analysis - the option to quickly differntiate between various markets is superb. **What do you dislike about GWI?** Looking at results over time can be frustrating, as well as the crossreferening of information. I also believe that is priced rather high in terms of custom research **What problems is GWI solving and how is that benefiting you?** Provides a basic overview of our target audience across multiple markets ### 23. Great for Broad Market or Consumer Snapshot **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** Great customer support, easy-to-use, broad data to give you a snapshot of consumer behaivor **What do you dislike about GWI?** That data often isn't specific enough to be very compelling - not enough branded data information **What problems is GWI solving and how is that benefiting you?** Our main challenge/goal is trying to understand consumer behavior specific to certain categories, brands, and products - GWI gives us a broad look at who a consumer might be and helps build some of their demograph and psychographic information. ### 24. I have been using GWI for 5+ years, and it’s been tremendously helpful especially with EU / America **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Consumer Goods | Enterprise (> 1000 emp.) **Reviewed Date:** May 05, 2025 **What do you like best about GWI?** Global data, broader age ranges of audience, cultural relevance with timely zeitgeist pulses, in-depth social behavior and consumption data **What do you dislike about GWI?** Not able to do a data haul for all the datapoints available for the selected markets and audience; sometimes it’s hard to find available data within the zeitgeist **What problems is GWI solving and how is that benefiting you?** It helps us get to relevant audience insights to inform global campaign resonating with a diverse set of consumers ### 25. Very helpful for my job as a strategist **Rating:** 5.0/5.0 stars **Reviewed by:** Jasmine B. | Junior Strategist, Mid-Market (51-1000 emp.) **Reviewed Date:** May 01, 2025 **What do you like best about GWI?** GWI provides great specific audience insights that supplement my research amazingly! It's also very user friendly, building audiences is easy to implement. When I have a question about the datasets, customer support are really helpful. **What do you dislike about GWI?** There isn't always the specific attributes that I need for certain audiences. Crosstabs don't always save with the year and countries I've selected. **What problems is GWI solving and how is that benefiting you?** How we target our audiences better and finding new audiences. ### 26. Insightful Audience data for pitch work **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** It is easy and efficient to use, and I picked it up quickly. it has been ideal for pitch work when looking into global audience insights. **What do you dislike about GWI?** Sometimes I have had lag when trying to export data, making the platform freeze completely **What problems is GWI solving and how is that benefiting you?** creating a story when understanding audiences when creating audience packs. Finding in depth data is helping me paint a picture of the audiences and who they are ### 27. Gwi: best way to understand consumers **Rating:** 5.0/5.0 stars **Reviewed by:** francesca s. | Head of Strategy, Small-Business (50 or fewer emp.) **Reviewed Date:** February 21, 2025 **What do you like best about GWI?** It is really easy to use and it gives many information about consumers from different points of views **What do you dislike about GWI?** Actually i do like every sections of the platform. Maybe it would be helpful to export the dashboards **What problems is GWI solving and how is that benefiting you?** I am in charge for consumer analysis in order to understande how people behave and where about it is easier to find the clusters to drive media planning ### 28. Great data that's very comprehensive **Rating:** 4.5/5.0 stars **Reviewed by:** Kerrie B. | Digital Account Director, Small-Business (50 or fewer emp.) **Reviewed Date:** February 20, 2025 **What do you like best about GWI?** I like that GWI has a wide range of consumer data specific to Canada, which is otherwise difficult to source. **What do you dislike about GWI?** I wish it had more data interpretation support. I also wish the charts feature allowed you to group questions together when sorting. **What problems is GWI solving and how is that benefiting you?** GWI allows us to pull targeted consumer inforamtion to help guide strategy work. It is also helpful for pitching for new work. ### 29. Best survey tool out there **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** GWI is integral to my work - what sets it aside: 1) the wide range of topics & questions, 2) highly customizable survey specifications **What do you dislike about GWI?** 1) Can be a little complicated to use at times 2) xlsx downloads are not data manipulation friendly (eg empty rows, category names too long) so I always end up needing to reformat **What problems is GWI solving and how is that benefiting you?** Helps my clients better understand consumer preferences in unfamiliar markets ### 30. Detailed audience insights **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** May 02, 2025 **What do you like best about GWI?** The robust data set is constantly surprising me. The topics covered, details included, are extremely helpful. **What do you dislike about GWI?** It would be nice to be able to suggest questions/topics of query. The table function is also sometimes difficult to parse data through. **What problems is GWI solving and how is that benefiting you?** GWI enables my team to provide insights into audience preferences. This includes informing which social channels are most popular, travel preferences, and media consumption preferences. ### 31. GWI experiece from Agency **Rating:** 4.5/5.0 stars **Reviewed by:** Chirag A. | Director - Digital, Enterprise (> 1000 emp.) **Reviewed Date:** May 01, 2025 **What do you like best about GWI?** We do all our audience planning basis GWI. The psychographics, behaviours and Interests could be identified very well. The data GWI has updated with latest trends **What do you dislike about GWI?** Platform is extremely slow. Sample size is less and can be increased **What problems is GWI solving and how is that benefiting you?** GWI is helping us to create Persona for our consumers across multiple clients. It also helping us in our media planning ### 32. Actionable Insights to Inform Media Strategy **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** GWI is a user-friendly platform that allows for quick analysis of audiences and actionables insights to help inform client strategies, specifically on the media planning front. **What do you dislike about GWI?** There is no easy way to filter through available attributes. **What problems is GWI solving and how is that benefiting you?** GWI helps with audience research and supports insights and recommendations for clients, helping our agency provide more data-backed media and creative strategies. ### 33. Intuitive UI and robust data **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** November 06, 2024 **What do you like best about GWI?** While there's lots of things I like about the product in terms of UI and the new AI functionality, the thing I actually like most about it is that the data stacks up against other trusted 3rd party sources in my market. This makes it very easy for me and my clients to trust comparitive data for other markets - which we use a lot. Customer support is also very fast and any query or issue I've ever had is resolved quickly. It's a tool I use pretty much daily now. **What do you dislike about GWI?** The dashboards crash quite a bit - they seem to get 'overloaded' easily but tbh I mostly use crosstabs now anyway. **What problems is GWI solving and how is that benefiting you?** A lot of other data we get exists in a regional / specific audience vacuum. GWI allows me to give comparitive context to data. The b2b elements are also very useful. ### 34. The staff at GWI are tremendous to work with. **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Publishing | Mid-Market (51-1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** The dashboard is easy to use and is powerful to analyze results. The researchers are knowledge, courteous, and responsive. **What do you dislike about GWI?** The studies can be costly. It has been difficult to meet the survey quota lately. Not sure if this is due to it's harder to recruit respondents. **What problems is GWI solving and how is that benefiting you?** GWI helps us analyze the impact of our digital campaigns. ### 35. Helpful Friend **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** February 20, 2025 **What do you like best about GWI?** Depth of information provided. We can study trends. Customer support team has been very helpful and supportive and they are always available. **What do you dislike about GWI?** We are happy with the value gwi is providing. **What problems is GWI solving and how is that benefiting you?** gwi is giving us. a much clear picture about consumer behavior online. ### 36. Great for responding to commercial requests **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Online Media | Mid-Market (51-1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** I find the interests and attitudes statements very helpful for commercial requests. **What do you dislike about GWI?** I would find it useful to have statements/rows appear in order of the highest percentage. **What problems is GWI solving and how is that benefiting you?** GWI helps us to unlock audiences by allowing us to analyse consumers, which feed into broader sales briefs and requests for insight. ### 37. GWI has been incredibly helpful at delivering useful insights for pitches and client work **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** easy to use, reliable data, can segment in so many different ways, visually appealling dashboards **What do you dislike about GWI?** can't always access extra data sets due to our contract - so more of an us problem than a gwi problem **What problems is GWI solving and how is that benefiting you?** always need good stats to back up our hypotheses in pitch work ### 38. Effective and easy to use **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** The best thing about GWI is the new AI search tool, which makes using GWI so much easier and quicker. **What do you dislike about GWI?** The limited data available in my country for certain topics. (New Zealand) **What problems is GWI solving and how is that benefiting you?** Helps me build audiences and gain insights in to campaign relevant demographics. ### 39. GWI's benefits **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Food & Beverages | Mid-Market (51-1000 emp.) **Reviewed Date:** May 07, 2025 **What do you like best about GWI?** GWI provides in depth insights into target audiences across many demographic and psychographic qualifiers **What do you dislike about GWI?** Charts are not very well designed or user friendly to "plug and play" into decks **What problems is GWI solving and how is that benefiting you?** Abiltiy to better quantify and identify targets ### 40. overall great experience but sometimes encounter difficulty on finding related survey questions **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** May 01, 2025 **What do you like best about GWI?** attributes are comprehensive and useful. and i like that there would be updates time from time **What do you dislike about GWI?** when I searched for attributes, most of the time it appears some irrelevant options. **What problems is GWI solving and how is that benefiting you?** help me to understand my audience media consumption ### 41. Helpful tool **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Online Media | Enterprise (> 1000 emp.) **Reviewed Date:** May 12, 2025 **What do you like best about GWI?** The ability to customize reporting and the breadth and depth of questions. **What do you dislike about GWI?** Sometimes the platform is not as intuitive as others. **What problems is GWI solving and how is that benefiting you?** Helping to educate clients to grow our partnership with them. ### 42. I have had the best experience using GWI. It is one of the most useful tool to know your audience. **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** The diversity in GWI is impressive. The way it can provide insights into your audience is commendable. **What do you dislike about GWI?** There is nothing specific that I don't dislike about GWI. **What problems is GWI solving and how is that benefiting you?** Marketing- to know more about my target audience ### 43. GWI is a fantastic source to identify trends across a range of subject areas. **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Market Research | Enterprise (> 1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** The breadth of topic areas available in the dataset is good. Ease of use and ability to export tables very easily. **What do you dislike about GWI?** The inability to merge different datasets. I.e., using GWI Core, GWI Sports and GWI Gaming data in the same set of tables. This means any audiences built manually, will need recreating multiple times. **What problems is GWI solving and how is that benefiting you?** Identifying sports properties by level of following, level of participation etc. Also, allows us to profile audiences. ### 44. Easy to navigate and has relevant insights **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Publishing | Enterprise (> 1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** GWI is very user-friendly and I can always find needed insights, even very niche ones **What do you dislike about GWI?** Some insights are only available for Core **What problems is GWI solving and how is that benefiting you?** I can build specific audiences adn get even very niche insights ### 45. Great for a cohesive global strategy **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** The global reach and its journey-related attributes. Great customer team! **What do you dislike about GWI?** There is lacking a certain amount of details for media consumption and preferences **What problems is GWI solving and how is that benefiting you?** Global audience strategy ### 46. Great platform! **Rating:** 5.0/5.0 stars **Reviewed by:** Alexa R. | Strategy Associate, Mid-Market (51-1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** I really like how you can find unique insights. **What do you dislike about GWI?** Sometimes it is hard to find exactly what you are looking for. **What problems is GWI solving and how is that benefiting you?** Solving our questions about audiences ### 47. GWI REVIEW **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** The easy to use interface and insights.. **What do you dislike about GWI?** A lot of options can be overwhelming.... **What problems is GWI solving and how is that benefiting you?** Providing insights about relevant audiences and platforms ### 48. honest feedback **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Computer Software | Enterprise (> 1000 emp.) **Reviewed Date:** November 06, 2024 **What do you like best about GWI?** Comprehensive Data, custom charts and dashboards, regular updates you provide. The "Account" Team from GWI - you all are heroes and so important in our relationship. **What do you dislike about GWI?** - It is hard to find the right "question" for what I am searching for, even though I have the PDF. - There are many bugs in the platform (like search fields not working), search buttons are hidden, and sometimes unexpected "Waves" appear that are not in the system, etc. Sometimes it feels like we could use regular UA testing :) And what I miss as well are a few countries in the world, which are very large but not included. **What problems is GWI solving and how is that benefiting you?** N/A ### 49. GWI are different - their people make all the difference **Rating:** 4.5/5.0 stars **Reviewed by:** Roi P. | Digital Insights Strategist, Mid-Market (51-1000 emp.) **Reviewed Date:** May 22, 2024 **What do you like best about GWI?** In my role as a digital insights strategist, I have used most 'big' providers for for research and insights, and while I love the GWI platform... I think the team that I engage with at GWI who share the latest data sets with me, and help our teams run new business bids, are easily what makes the purchase of GWI well worth it. Everyone in the team at GWI who I've ever interacted with at GWI are not only highly experienced in their knowledge, but as people are a real delight. In buying GWI, you're not only getting an excellent insights platform that provides valuable intelligence, you're also buying access to a team of absolute gems that are there by your side. **What do you dislike about GWI?** Like most insights platforms, GWI has implemented an AI-driven tool into it's workflow, which in the sake of balance I haven't found that useful. There is a huge range of information within GWI, which I'm comfortable fetching in the usual way, but I haven't found the AI yet any better at allowing me to interoagte their data. I find that you often have to prompt the AI in a way that would direct it towards specific survey questions and how they are worded. You can't ask broad questions and have it work through the process wth you. **What problems is GWI solving and how is that benefiting you?** I work for a central insights team that services various agencies in the group. We support with most new business processes and GWI is more often than not guiding strategy and planning for many of those responses.It's used by a wide variety of agencies too, and they all find it useful and a platform that helps shape their thinking. ### 50. GWI informs strategic decisions and fuels growth **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Automotive | Small-Business (50 or fewer emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** I like that you can go so in depth into audiences with GWI! **What do you dislike about GWI?** GWI is great but there are some areas/sectors that are underrepresented as new platforms and trends emerge. That is inevitable. **What problems is GWI solving and how is that benefiting you?** It is solving the problem of not knowing where to be and how to find a strong audience. ## 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?page=3§ion=pricing&secure%5Bexpires_at%5D=2026-08-05+13%3A23%3A55+-0500&secure%5Bsession_id%5D=50ce69f7-e2e0-4396-ba51-54ccbdab8185&secure%5Btoken%5D=fea940d1c2ebce3de447eb3b8503f2a65bbeeb3bfb3d5515e610368ce929da01&format=llm_user) ## GWI Integrations - [ChatGPT](https://www.g2.com/products/chatgpt/reviews) - [Claude](https://www.g2.com/products/claude-2025-12-11/reviews) - [Copilot](https://www.g2.com/products/copilot-software-ltd-copilot/reviews) - [Microsoft Power BI](https://www.g2.com/products/microsoft-microsoft-power-bi/reviews) - [Omni-Connect](https://www.g2.com/products/omni-connect/reviews) - [TelmarHelixa](https://www.g2.com/products/telmarhelixa/reviews) ## 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 **** - 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 (2,637 reviews) - [Adobe Analytics](https://www.g2.com/products/adobe-analytics/reviews) - 4.2/5.0 (1,174 reviews)