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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

GWI helps us be data-led in everything we do.

We leverage GWI in 3 main ways:

Understanding our own target audience (fanbase), and what they think feel and do

Segmenting different markets to understand local gamers and optimising how we reach them

Finding convincing data that justify's new partnerships and BD efforts focusing on audience overlaps

The addition of AI into GWI has made it easier than ever to hit the ground running and gather actionable data from every use. Review collected by and hosted on G2.com.

I'd love to see GWI expand their sample sizes in some specific markets such as across the middle east. In addition it will be great when their deep-dive industry specific data sets enter these markets too. Review collected by and hosted on G2.com.

GWI is very user-friendly and easy to navigate, allowing users to quickly become proficient. It offers a range of powerful features with impressive capabilities. The charts and dashboards significantly enhance data visualization, making it much easier to collate large amounts of data and present insights clearly to clients. Overall, a valuable tool for effective data analysis and reporting. Review collected by and hosted on G2.com.

The dashboard export is quite difficult to navigate due to the way the data is presented. It would be much more user-friendly if it could be exported in a format similar to the crosstabs, making it easier to review and analyze the data. Review collected by and hosted on G2.com.

I find GWI fantastic for quickly digging into consumer behaviour and understanding what makes different audiences tick. The depth of data is impressive. I’ve also been trying out their new AI feature, "Ask a question and I will build you a chart", and it makes my research and presentation prep much quicker, which is a big plus. Review collected by and hosted on G2.com.

Sometimes cross tabs can become very big and then things can start to hang and go slow. I have found it hard to extract more granular level data when I am wanting to extract that data into different formats and combine with 1pd to extract additional insights rather than comparing at a macro level. Review collected by and hosted on G2.com.