--- 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. Very efficient and helpful **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Retail | Enterprise (> 1000 emp.) **Reviewed Date:** April 30, 2025 **What do you like best about GWI?** GWI's interface is easy to navigate and their reps are extremely helpful. They're quick to respond and experts in the platform **What do you dislike about GWI?** Custom questions are difficult to overlay with audiences due to data set constraints **What problems is GWI solving and how is that benefiting you?** GWI is answering questions about how key audiences on Spotify are feeling / behaving ### 2. Great global audience research **Rating:** 5.0/5.0 stars **Reviewed by:** Filipa T. | Senior Data Intelligence Specialist, Small-Business (50 or fewer emp.) **Reviewed Date:** November 11, 2024 **What do you like best about GWI?** That it's global. For my country this is the only available research that allows comparisons with another countries. It's also very nice, user friendly & has good automation features **What do you dislike about GWI?** There are limited options for local brands tracking. **What problems is GWI solving and how is that benefiting you?** To gain better knowledge for local audiences ### 3. GWI helps tell global consumer stories **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** June 10, 2024 **What do you like best about GWI?** GWI provides the ability to combine sector specific questions with a core dataset that covers demographics, personality and touchpoint. In a world where context is becoming just as important as content, this is invalauable. **What do you dislike about GWI?** The two biggest complaints are the underprovision of lifestyle statements and stacking monthly topics or combining datsets is severely restricted by sample sizes and locations. Datsets beyond core such as the zeitgeist topics are incredible for providing more detail into how content makes consumers FEEL, but restricts you to the wave, sample size and locations of that particular topic. While I understand the cross market translation challenges of lifestyle statements or more qualtiative experience based questions - the statements we do have tend to feel repetitive. Adding international personality based frameworks such as OCEAN may help here, or adding stronger varations in personality statements. **What problems is GWI solving and how is that benefiting you?** GWI helps us to illuminate the consumer context and understand their relationship to content - to create better advertising ### 4. Indispensable source for insights **Rating:** 5.0/5.0 stars **Reviewed by:** Steven V. | Founding Father, Small-Business (50 or fewer emp.) **Reviewed Date:** June 04, 2024 **What do you like best about GWI?** The added value of GWI in our day 2 day business is tremendous. It's a truly helpfull source of insights for pitches as well as day 2 day strategic work. On top of that, the team behind GWI is so responsive and helpfull: they are a joy to work with. We use GWI almost daily and the learning curve is not steep at all. Next to the insights from the DB, they also provide custom reports and analytics that broaden our view even more. Great partner to work with! **What do you dislike about GWI?** It's not cheap... but I'm sure that the ROI we have in defending our strategies is very positive! **What problems is GWI solving and how is that benefiting you?** Inisghts in consumer behaviour and media usage. ### 5. GWI boosts our work's credibility with a fun platform, backed by a top customer success team. **Rating:** 5.0/5.0 stars **Reviewed by:** Gill G. | Strategy & Operations Director | Business leader | Analysis and insight | ILM5, Small-Business (50 or fewer emp.) **Reviewed Date:** June 03, 2024 **What do you like best about GWI?** Our team have been using GWI for just over a year. In that time, the insights allow us to create ideas without assumptions giving us increased confidence and credibility in our work. The platform itself is incredibly easy to use and the dashboards feature makes our work more efficient as we can apply different audiences to similar insights to begin building a data story/picture at a glance. The customer support team are second to none, I have monthly calls with our account person who is nothing short of brilliant (shout out to Katie), she understands the challenges of our business and our clients and shares insights and learning sessions that support not just the GWI users in the business but the wider team too. **What do you dislike about GWI?** There's nothing I dislike about the platform but I would love to see GWI enhanced to include the ability to share the dashboards feature beyond GWI users as this would massively benefit our clients. **What problems is GWI solving and how is that benefiting you?** There are a few primary benefits to our team when using GWI: 1. Data that supports ideation, making rationale and stakeholder management much more straightforward. 2. Cost effective/efficient marketing strategies for our clients by demonstrating the best distributions of budgets across channels and media types. 3. In the absence of historic data, GWI supports KPI benchmarking and definitions to help set expectations around project results. ### 6. Straightforward platform with a hyper relevant data points. **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Sports | Mid-Market (51-1000 emp.) **Reviewed Date:** February 14, 2024 **What do you like best about GWI?** The ability to obtain granular data points with ease. The fact that you can benchmark against different types of audiences and use tools to help inform analysis helps given the range of brands we speak to. Ultiamtely, it helps us create bespoke stories. Customer support are always quick to respond which is extremely valuable when working against tight deadlines. **What do you dislike about GWI?** Attributes go into varying level of detail which can sometimes restrict what we can measure. Would be better if there was a more straightforward way of combining GWI Core & GWI Sports. Similarly, with GWI sports, the datapoints are fairly niche and sometimes do not have a high enough number of respondents for the data to be used. **What problems is GWI solving and how is that benefiting you?** Enables us to find consumer trend data in one place rather than having to use multiple sources which likely have variying degrees of reliability / validity. Crosstabs makes the process of segmentation very straightforward, I don't think we've come across a similar platform which offers the same level of customisation and granularity. ### 7. Our go-to for valuable audience insights **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Entertainment | Mid-Market (51-1000 emp.) **Reviewed Date:** February 09, 2024 **What do you like best about GWI?** GWI is a user-friendly, reliable and flexible platform. The data available covers a various topics and a diverse and ever-growing number of countries. The Zeitgeist topics also provide data between wave updates that regularly cover topics helpful to us. The team are also always on hand to help with any enquiries we have, working with us to adapt the platform to best meet our needs. **What do you dislike about GWI?** Lack of EMEA coverage for the gaming dataset - it would be great to cover some Middle Eastern territories and a wider variety of EU countries. **What problems is GWI solving and how is that benefiting you?** GWI helps us better understand our audiences and the nuances between each region and country. It helps us understand the gaming and purchase habits of consumers depending on demographic or the type of games they play. It helps us understand how gaming (and wider) culture is changing, giving us the foresight to try adapting our campaigns and products accordingly ### 8. Great and useful information **Rating:** 5.0/5.0 stars **Reviewed by:** Nuria P. | Intelligence Analyst, Enterprise (> 1000 emp.) **Reviewed Date:** November 06, 2024 **What do you like best about GWI?** The user friendly platform and the valuable information **What do you dislike about GWI?** More adhoc crosstabs, would be useful to be able to add filters in row or columns. **What problems is GWI solving and how is that benefiting you?** The knowledge of the audience segments. ### 9. Detailed consumer insights for my agency **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** November 06, 2024 **What do you like best about GWI?** I use GWI weekly. once you're used to it it's easy to use. It allows me to build audience behaviours and insights into client strategies, and adds real depth to our recommendations. **What do you dislike about GWI?** I do lose a lot of time in it and would save hours if I had a way to export branded graphs. **What problems is GWI solving and how is that benefiting you?** Adding proof to our strategies ### 10. Helpful for clients but can be a bit glitchy **Rating:** 4.0/5.0 stars **Reviewed by:** Sophie D. | Insight Senior Analyst, Mid-Market (51-1000 emp.) **Reviewed Date:** June 05, 2024 **What do you like best about GWI?** It's been extremely helpful when creating specific audiences for clients, especially specific ages, family dynamics, incomes and interests. the platform is very easy to use and intuitive. this is especially helpful when training new colleagues **What do you dislike about GWI?** some audiences are just too niche for the platform with an audience size of under 100. I also sometimes have a glitch where i can no longer go back to the questions, meaning i have to restart my whole chart. I wish some zeitgeist questions were added to the core data e.g. ad expectations or dislikes. **What problems is GWI solving and how is that benefiting you?** We help our clients know more about their ideal target audience which helps us provide a better, more well-rounded view of the people they're trying to target ### 11. Great customer service and consumer insight that makes a difference **Rating:** 4.0/5.0 stars **Reviewed by:** Jo B. | Senior Strategist, Small-Business (50 or fewer emp.) **Reviewed Date:** June 05, 2024 **What do you like best about GWI?** An easy to use interface, the ability to select and combine different survey data, fantastic reports, updates and events and superb customer service. **What do you dislike about GWI?** Not as much focus on ATL channel attitudes and channels (compared to TGI, Yougov etc i.e. day parts consumed and TV/Radio region or postcode breakdowns. **What problems is GWI solving and how is that benefiting you?** Strategic brand, communications and media planning for our clients. Understanding potential market/audience sizes and creating audience profiles that inform the creative development process and media targeting strategies. ### 12. GWI takes us around the world **Rating:** 5.0/5.0 stars **Reviewed by:** Jodie T. | Mid-Market (51-1000 emp.) **Reviewed Date:** February 08, 2024 **What do you like best about GWI?** Our collaboration with GWI has been an instrumental part of our strategy and planning, we need their remarkable access to global data and the attentive partnership they've fostered with us. Even for our most granular requests their customer service is excellent and timely. It is easy to use and the dashboards work with how your brain works. We use it daily, it is easy to use and their trainings are easy to follow and understand. **What do you dislike about GWI?** I wish that it could filter out databases, for instance if I am just looking for GWI USA, I wish that it would remove CORE and Zeitgeist, etc. **What problems is GWI solving and how is that benefiting you?** Getting to know our customers better and to give them insights into communities. We do research and prep so their departments don't have to. ### 13. GWI REVIEW **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Online Media | Enterprise (> 1000 emp.) **Reviewed Date:** November 06, 2024 **What do you like best about GWI?** Easy to use, great customer support, always updated **What do you dislike about GWI?** being a global survey is not as specific when it comes to brands per market **What problems is GWI solving and how is that benefiting you?** audience creation, sizing, profiling. ### 14. Great experience with only a few important faults **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** June 10, 2024 **What do you like best about GWI?** Very detailed and easy to use and interpret. Support is also really strong, as was the training I received when onboarding to the platform. **What do you dislike about GWI?** That on crosstabs, the location filter seems to reset whenever it's reopened. This is sometimes hard to remember so there's a worry that data may get misinterpreted Also, there should be an option to select 'all agree' on statement questions, and if there already is, it would be great if it was easier to find that option **What problems is GWI solving and how is that benefiting you?** Developing strategy, insight, and key proposition development. It gives us a data springboard to inspire our creativity ### 15. Large data pool, global coverage and in depth vertical data **Rating:** 5.0/5.0 stars **Reviewed by:** Alison O. | Media Director, Small-Business (50 or fewer emp.) **Reviewed Date:** June 04, 2024 **What do you like best about GWI?** Ease of system usage. We also have TGI and have found the GWI UX better - easier to navigate, find info. The monthly studies are also very useful to have a quick cultural touchpoint of an issue that is off the moment. **What do you dislike about GWI?** Downside is sometimes data sets not meshing - core plus with travel set for example. **What problems is GWI solving and how is that benefiting you?** Audience data specific to travel. ### 16. Good, but could be better **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Entertainment | Enterprise (> 1000 emp.) **Reviewed Date:** November 06, 2024 **What do you like best about GWI?** good UI, listens to the users, nice QoL updates, product is good, provides lots of good data **What do you dislike about GWI?** weighting system is a bit unreliable (specifically china and india), target group always overindexes on most things. Explanation of these problems are not satisfactory. **What problems is GWI solving and how is that benefiting you?** for sales pitches, GWI works really well, especially if they have the data we need ### 17. Easy-to-use platform with extensive global audience insight **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** June 04, 2024 **What do you like best about GWI?** Global coverage of the data with the ability to cross-compare with ease. Platform is really easy to use compared to other audience data players in the market. Account management team are always quick to respond, flexible, and helpful. **What do you dislike about GWI?** Core dataset does provide plenty of data however due to its global coverage, doesn't tend to go as deep into consumer behaviour and brands as other providers. **What problems is GWI solving and how is that benefiting you?** Provides us with quick and accessible global audience insight across a variety of topics and sectors - highly suitable for marketing and brand use cases. ### 18. Great insights form internet users **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Luxury Goods & Jewelry | Enterprise (> 1000 emp.) **Reviewed Date:** November 06, 2024 **What do you like best about GWI?** It gives great insights into the lifestyle and interests of a given audience. Additionally, It is super user-friendly. **What do you dislike about GWI?** If the audience of interest is very niche the outcome can be less robust. **What problems is GWI solving and how is that benefiting you?** Understanding a given audience's lifestyle and interests. ### 19. Topline King **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** June 05, 2024 **What do you like best about GWI?** Being able to grab topline stats for so many markets across the world. Our customer support is great **What do you dislike about GWI?** Not a lot of nuance available in terms of specific brands used, and there's not really many psychographics to go in to either - lack of OCEAN big 5 is a big flaw (vs TGI) **What problems is GWI solving and how is that benefiting you?** GWI helps us identify audiences for advertising purposes. It gives us steer on media choice, messaging and more. ### 20. Consultant **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Consulting | Enterprise (> 1000 emp.) **Reviewed Date:** November 06, 2024 **What do you like best about GWI?** Identifying and correlating audience segment with Media plans **What do you dislike about GWI?** Lack of brand coverage to identify brand-specific insight **What problems is GWI solving and how is that benefiting you?** GWI is helping solve connecting audience insights into addressable media targets ### 21. User friendly global data base for consumer insights that is updated on a regular base **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** November 11, 2024 **What do you like best about GWI?** Speed of product development and AI adoption **What do you dislike about GWI?** Limitations in terms of local brands presence **What problems is GWI solving and how is that benefiting you?** Defining busin potential, audience analysis, segmentation, media consumption ### 22. Valued partner **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Apparel & Fashion | Enterprise (> 1000 emp.) **Reviewed Date:** February 15, 2024 **What do you like best about GWI?** The service. The team has always gone above and beyond to give us the support we've needed to capture and interpret the data. Nothing is too big an ask and everybody is both professional and kind. This goes a long way. **What do you dislike about GWI?** The platform can be tricky to use and even after a lot of training I don't feel totally confident. I could get more out of it if I was an expert, I'm sure. Saying that, there have been many updates to make it easier and this is recognised and appreciated. **What problems is GWI solving and how is that benefiting you?** It helps to validate presumptions and is supporting our knowledge growth about consumers. This is a pain point for us since we are a B2B company. ### 23. Really enjoy working with GWI's products **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** February 15, 2024 **What do you like best about GWI?** I really like having access to 50+ countries in GWI Core. I also like their specialized studies like GWI Gaming and GWI Sports. **What do you dislike about GWI?** I would ideally like more brands featured in GWI as well as more questions around entertainment. **What problems is GWI solving and how is that benefiting you?** GWI provides a number of benefits including demographics, psychographics, sports fan bases, and other interests. ### 24. Nothing else like it in the market **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Information Technology and Services | Mid-Market (51-1000 emp.) **Reviewed Date:** February 09, 2024 **What do you like best about GWI?** Its the most affordable way to get global data about who your customers are, while we don't use the tool as often as we should when we do use it, it is foundational. The audience sizes and demographic splits give us the information we need to make all our other research sampling representative. **What do you dislike about GWI?** As with all syndicated data sources it doesn't always have all the information you need on your category **What problems is GWI solving and how is that benefiting you?** It helps us understand the size and demographic splits of our audience which we use to weight our research It helps us profile audiences It helps us see our overlap with brands we might partner with ### 25. A platform that provides endless inspiration and insights **Rating:** 5.0/5.0 stars **Reviewed by:** Lottie B. | Strategy Director, Small-Business (50 or fewer emp.) **Reviewed Date:** May 28, 2024 **What do you like best about GWI?** The various ways of viewing data and comparisons **What do you dislike about GWI?** Sometimes hard to know what data is available – useful to have a directory perhaps **What problems is GWI solving and how is that benefiting you?** Providing consumer data that we wouldn't have otherwise - benefits us by supporting our research hypotheses, inspiring creatives and reassuring clients! ### 26. Great platform to understand general trends about an audience **Rating:** 4.0/5.0 stars **Reviewed by:** Jonathan R. | Global Marketing Lead, Brand Partnerships, Mid-Market (51-1000 emp.) **Reviewed Date:** February 16, 2024 **What do you like best about GWI?** Quickly being able to cross-check demographic points about an audience. Customer Success is absolutely excellent too. **What do you dislike about GWI?** Difficult to know what to look for – ending up having to throw a lot of data in the air and see what looks interesting! **What problems is GWI solving and how is that benefiting you?** Being able to pull out interesting stats, trends and demographic profiles about our audience. ### 27. Interesting **Rating:** 4.5/5.0 stars **Reviewed by:** Andrew M. | Head of Planning, Mid-Market (51-1000 emp.) **Reviewed Date:** May 30, 2024 **What do you like best about GWI?** The Zietgiest reports on recent topics and the custom dashboards **What do you dislike about GWI?** Sometimes there are limitations on very niche audiences **What problems is GWI solving and how is that benefiting you?** Helping us with understanding the brands we work with customers, their pain points, interests, journey to support in our strategy development ### 28. User-Friendly, Efficient, and Fast **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Research | Mid-Market (51-1000 emp.) **Reviewed Date:** February 08, 2024 **What do you like best about GWI?** Love the ability to create charts, export data seamlessly, and build audience in a few minutes. The platform makes it convenient to pull data in minutes. The customer support is also incredibly useful. They are willing to meet, brainstorm, and help you craft a story. The Zeitgeist also provides real-time, relevant insights which we find to be incredibly helpful. **What do you dislike about GWI?** The downside of using GWI is the Zeitgeist studies are released later than expected. For example, Valentines Day data becomes available in February, which is too late for our sales cycle. Ideally, we would want these insights 4-6 months in advance. **What problems is GWI solving and how is that benefiting you?** We are able to pull insights across all our top categories of interest. We provide our sales team with the data they need to sell into advertising revenue for our platform. ### 29. Responsive and insightful **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Market Research | Mid-Market (51-1000 emp.) **Reviewed Date:** February 15, 2024 **What do you like best about GWI?** I absolutely love using the GWI platform and working with the support team. They are always super responsive and accommodating and go over and beyond to ensure that the information they provide is what was needed. **What do you dislike about GWI?** Maybe the price point could be reduced, or licencing could be opened up to share access with more users, given that one seat holder is not needing to access the tool every single day - leading to the tool sitting idle between usage. **What problems is GWI solving and how is that benefiting you?** Understanding Audience preferences, media consumption, white space for communication opportunities, etc. ### 30. Best tool for consumer insights **Rating:** 5.0/5.0 stars **Reviewed by:** HINA T. | Small-Business (50 or fewer emp.) **Reviewed Date:** February 12, 2024 **What do you like best about GWI?** Coverage across a lot of countries, frequency of survey updates A ton of data points covering demogrphics to AI Zeistgeit reports on various topics **What do you dislike about GWI?** A bit limited on healthcare questions, all mostly around covid. Could really include a general health data points **What problems is GWI solving and how is that benefiting you?** I generally needs audeince's constaly changing media preferences and current trends ### 31. Great service **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** June 04, 2024 **What do you like best about GWI?** It is a great way to get a fast consumer snapshot. It's particularly useful for discovering media consumption. **What do you dislike about GWI?** It's not always the most consumer friendly. It can be quite confusing to use. **What problems is GWI solving and how is that benefiting you?** Helping me understand consumer behaviours for agencies ### 32. Your Guide to Winning Insights **Rating:** 4.0/5.0 stars **Reviewed by:** Kris U. | Digital Marketing Consultant, Small-Business (50 or fewer emp.) **Reviewed Date:** July 06, 2023 **What do you like best about GWI?** GWI is an indispensable tool for my market research and audience targeting needs. Their exceptional survey data, deep understanding of people's values, and unparalleled insights into digital consumption enable me to make informed decisions and craft impactful messaging that resonates with my target audience. **What do you dislike about GWI?** While GWI offers a variety of data and insights, it could benefit from more up-to-date results. The digital landscape and consumer behavior trends are constantly evolving, so data collected from surveys may not reflect the most recent developments. More frequent updates would be beneficial in this regard. **What problems is GWI solving and how is that benefiting you?** GWI offers brands data-driven insights for better market research and audience targeting. It optimizes marketing strategies, helping brands reach the right audience. ### 33. Easy to handle and navigate **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Sporting Goods | Enterprise (> 1000 emp.) **Reviewed Date:** February 08, 2024 **What do you like best about GWI?** harmonised survey across different countries **What do you dislike about GWI?** - Extrapolation in APAC seem off quite often **What problems is GWI solving and how is that benefiting you?** sizing of communities and audiences ### 34. Good experience **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** February 13, 2024 **What do you like best about GWI?** It uses data to act as a window to human insight **What do you dislike about GWI?** Sometimes it doesn't go specific enough into the research **What problems is GWI solving and how is that benefiting you?** Helping understand audiences better ### 35. Insights For Storytelling **Rating:** 4.0/5.0 stars **Reviewed by:** Naomi R. | Media Solutions Manager - Ad Operations, Mid-Market (51-1000 emp.) **Reviewed Date:** January 02, 2023 **What do you like best about GWI?** It is user-friendly, easy to catch on, and has a responsive team for any questions. I like that I can save reports or view already-built dashboards for quick pulls and needs. **What do you dislike about GWI?** Dashboards arent available for all data sources, sometimes limited in audience sizes, and sometimes hard to find information when toggling between data sources. **What problems is GWI solving and how is that benefiting you?** Storytelling for our clients and helping guide them on who their audiences may be. It really helps answer questions on specific topics and industries which can be beneficial for planning. ### 36. Great user experience, beautiful platform, excellent support team **Rating:** 5.0/5.0 stars **Reviewed by:** JiaJun Y. | Manager, Enterprise (> 1000 emp.) **Reviewed Date:** May 10, 2022 **What do you like best about GWI?** The support by the team from GWI has always been wonderful, and very ready to answer or help with questions that I may have. This allows us as planners to really be confident in answering clients. Shoutout to the Customer Success team members who were part of the journey in both current and past companies. Current (Wavemaker Malaysia): Kabyashree Saikia Past (Advenue Marketing Sdn Bhd, Malaysia): Abubakor Alasow **What do you dislike about GWI?** Certain functionalities such as being able to change tab colours especially when you are returning to a chart or building a new chart and wanting to align your overall work, plus the limit on cell numbers to export in a crosstab makes it difficult to use at times. **What problems is GWI solving and how is that benefiting you?** Figuring out the audience and media consumption patterns for Skincare and Automotive client. The benefit truly is having the account servicing person being there to help with any questions we have, plus being able to brainstorm ideas together is a very strong benefit. ### 37. A tremendous platform of wisdom **Rating:** 5.0/5.0 stars **Reviewed by:** John B. | Founder, Small-Business (50 or fewer emp.) **Reviewed Date:** May 13, 2022 **What do you like best about GWI?** We love the Zeitgeist drops that have such relevant and current themes. What's more the interface is super easy to navigate compared to other competitors and the data feels strong, current and mission ready. **What do you dislike about GWI?** Would love to have a bit more of a drag and drop feel to the crosstabs but that's just me being picky. **Recommendations to others considering GWI:** Be specific about what you need it for and do the work to get familiar with the power of the platform. **What problems is GWI solving and how is that benefiting you?** We're giving ourselves confidence and clarity in either pitches or in our creative development process. It makes us smarter, more nimble and ultimately more creative. ### 38. A foundational data source **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** April 21, 2022 **What do you like best about GWI?** The market coverage is great. The Zeitgeist and Core Plus additions to the main dataset are useful and timely. The interface is gradually becoming more sophisticated for more advanced users. The account management team are fantastic and very helpful, and very open to hearing suggestions for improvements. **What do you dislike about GWI?** The core questionnaire changes often, so there's less and less data that can be tracked consistently over long periods of time, which can be frustrating. No cluster functionality (yet). **What problems is GWI solving and how is that benefiting you?** GWI is a foundational data source for us, and the market coverage enables us to create consistent analysis across multiple markets at once. This is essential in a team with a global remit like ours. ### 39. Easy and intuitive platform **Rating:** 4.0/5.0 stars **Reviewed by:** christoffer h. | consumer insights manager, Small-Business (50 or fewer emp.) **Reviewed Date:** May 18, 2022 **What do you like best about GWI?** The availability of the staff to help out **What do you dislike about GWI?** Looking forward to have more markets in core **Recommendations to others considering GWI:** A great tool to keep track of consumer behavior, habits and preferences **What problems is GWI solving and how is that benefiting you?** It`s helping our company get an overview of our consumers and how to target them in the best way ### 40. Good consumer insights platform **Rating:** 4.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** June 28, 2022 **What do you like best about GWI?** Ability to obtain market insights for any country **What do you dislike about GWI?** I have to export data from consumer insights into another program in order to refoormat it **What problems is GWI solving and how is that benefiting you?** Easy Market research ### 41. Good insights with a great interface **Rating:** 5.0/5.0 stars **Reviewed by:** Daniel Islas G. | t, Small-Business (50 or fewer emp.) **Reviewed Date:** March 09, 2022 **What do you like best about GWI?** All the information and insights that you can find in this service. **What do you dislike about GWI?** Sometimes the whole information may be stressful and cause more questions. **What problems is GWI solving and how is that benefiting you?** Find insights easily, because sometimes this work may be hard if using another commercial service like Google. ### 42. Good Software for consumers' behavors **Rating:** 4.0/5.0 stars **Reviewed by:** Sümmani D. | Data Analyst, Enterprise (> 1000 emp.) **Reviewed Date:** April 07, 2022 **What do you like best about GWI?** Different/detailed questions&answers for every demographics/behaviour of consumers **What do you dislike about GWI?** I don't have any topic that I dislike... **What problems is GWI solving and how is that benefiting you?** Consumers' detailed demographics and behaviors. ### 43. Is super usefull the information that provides GWI and the user experience is also great **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Enterprise (> 1000 emp.) **Reviewed Date:** March 03, 2022 **What do you like best about GWI?** The information and insights that the platform provides **What do you dislike about GWI?** In some computers, the window of the crosstable tool is too little, and that doesn´t help to work **What problems is GWI solving and how is that benefiting you?** Understanding audiences, profiles, fans ### 44. Great software that helps you create easy to navigate visualizations with data from various sources **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Small-Business (50 or fewer emp.) **Reviewed Date:** November 30, 2021 **Describe the project or task GWI helped with:** Researching demographic data in Mexico to find what interests a particular demographic has, and with streaming services they use. **What do you like best about GWI?** I like being able to build an audience and then having the ability to create a dashboard with that. It allows you to get very specific with your research. **What do you dislike about GWI?** I struggle a little bit with the new format and UX that came with the update. They are plenty of tutorials though that will help with the adjustment. **What problems is GWI solving and how is that benefiting you?** Solving scarcity of research sources for demographic and affinity data. ### 45. A complementary tool for anyone looking into broad social behaviors and trends **Rating:** 3.5/5.0 stars **Reviewed by:** Verified User in Entertainment | Enterprise (> 1000 emp.) **Reviewed Date:** June 29, 2021 **Describe the project or task GWI helped with:** GWI helped identify the overlap of specific music genres and social media platforms that helped with media targeting, i.e., which music artist to feature on different platforms. **What do you like best about GWI?** Its vast global and market-level survey data is helpful for international and global use cases, along with the ability to run your custom survey (at an extra cost) and crosstab that with GWI's existing data is helpful. **What do you dislike about GWI?** To add new questions to GWI's standard survey, it comes at a high cost, and results can take a long time. **What problems is GWI solving and how is that benefiting you?** GWI helps identify which audiences to go after, their overlaps, why they use social media and allows me to slice the data by demographics, behaviors, and interest. There aren't many tools that offer this level of granularity like GWI. ### 46. Global web index tour for the user **Rating:** 4.5/5.0 stars **Reviewed by:** Thanushree H. | Senior System Engineer, Enterprise (> 1000 emp.) **Reviewed Date:** July 13, 2021 **Describe the project or task GWI helped with:** Widely used for survey data or to see the usage of user. **What do you like best about GWI?** The best part is analytics and data setup, implementation. **What do you dislike about GWI?** Nothing but little time taking other than that no other dislikes. **Recommendations to others considering GWI:** Very best and easy implementation **What problems is GWI solving and how is that benefiting you?** End User usages can be tracked very well, benefits are like easy implementation ### 47. GWI is invaluable for research **Rating:** 5.0/5.0 stars **Reviewed by:** Verified User in Marketing and Advertising | Mid-Market (51-1000 emp.) **Reviewed Date:** November 28, 2018 **What do you like best about GWI?** I know I can trust the data when I use GWI. **What do you dislike about GWI?** The search functionality works well, but I wish it was more inclusive of broad terms. **What problems is GWI solving and how is that benefiting you?** Doing secondary research for global pharmaceutical users. ### 48. A treasure trove of data and market research trends **Rating:** 4.5/5.0 stars **Reviewed by:** Verified User in Education Management | Mid-Market (51-1000 emp.) **Reviewed Date:** December 13, 2017 **What do you like best about GWI?** I've used this tool to gather psychographic and demographic information on specific cities of different countries. The tool's ability to gather data from a wide range of consumers in five different cities in China or Thailand, for example, is quite impressive. **What do you dislike about GWI?** The functionality of adding different filters to cull the data isn't the most intuitive and took me a while to learn when I first joined the platform. **What problems is GWI solving and how is that benefiting you?** Being able to provide targeted and specific data for the consumer profile I'm looking for allows me to paint a more detailed view of consumers for my clients. ## 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=4§ion=pricing&secure%5Bexpires_at%5D=2026-08-04+09%3A22%3A40+-0500&secure%5Bsession_id%5D=2e1f0787-d09a-40df-8229-b0321d0c8ead&secure%5Btoken%5D=6132c05fd550d574132bf2a38af70bcbc294af52fb43118125aebe2b1ac3a17a&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 **Data Analysis** - Network Analysis - Dashboards - Visualizations - Advanced Filtering **Audience Access - Consumer Insights Platforms** - Flexible Audience Options - Customer Data Upload - Consumer Panels **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 **Collaboration - Consumer Insights Platforms** - Dashboards & Embedded Integrations - Embeddable Reports - Shared Workspaces ## 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 (2,636 reviews) - [Adobe Analytics](https://www.g2.com/products/adobe-analytics/reviews) - 4.2/5.0 (1,174 reviews)