Agent Spark is your human insights agent which acts as your always-on agent - sharp, smart, and intuitive. It has complete access to our global GWI Core data set, which means you can analyze a wide variety of topics across over 50+ markets.
If you’re a Pro or Teams user and subscribing to GWI USA, you can access both data sets via Agent Spark on our GWI Platform. See here for more info on how to switch between data sets.
Note: Agent Spark doesn't have access to our add-on data sets (e.g. Zeitgeist, Gaming) or custom studies.
Tips for getting started
A prompt is a question you ask Agent Spark to get insights. To ensure your questions are as effective as possible:
Always include an audience, and topic
Specify a location and timeframe if you want insights based on anything other than all of our 50+ markets and the last four waves.
Stick to US English. If you say "football", Agent Spark might assume you mean American football and not soccer!
If you're a seasoned Pro user and know exactly which questions you want to draw insights from, try reflecting the wording as closely as possible in your prompt to get exactly what you want.
Describe at least one audience and topic
Describe at least one audience and topic to help Agent Spark to generate the most relevant insights for your question. This means the more specific you are by describing your audience and topic the better Agent Spark can pick up your audience.
You can also add a pre-built audience directly to your prompt by clicking on the “Add audience” button in your prompt. You can select audiences you’ve pre-built yourself, that have been shared with you or GWI Audiences.
Examples
Audience: GenZ, Baby Boomers, internet users aged 25-34, basketball fans, Facebook users, young parents
Topic: Different sports, social media usage, travel, ad blockers usage, brand discovery
Prompt: Tell me about GenZ NBA fans in Europe
As a Free or Plus user you can only add pre-built GWI Audiences to your prompt.
As a Teams user you can add pre-built GWI Audiences and audiences that have been shared with you by someone in your org.
Note: Country local regions can't be part of your audience or location.
Define location and timeframe
By default, Agent Spark generates insights based on all our 50+ locations and includes data from the last four GWI Core quarters. If you would like to get location and timeframe specific insights you can mention the locations and timeframes you are interested in, in your prompt.
Timeframes are best understood by Agent Spark if you mention the year or wave in your prompt.
Examples
Locations: UK, Germany, France, Singapore, Australia, Europe
Timeframe: In 2024, from 2021-2023, in Q1 and Q2 2022
Prompt: What was the most popular social media platform in Q1 and Q2 2022 in the UK?
Ask follow up questions
You can ask Agent Spark follow up questions to dive deeper into your analysis or change the focus of your prompt. For example, if you said “Tell me about devices used for gaming in the UK in Q3 2024”, you could follow this up with “And what about France?” if you wanted the same insights for a different location.
How to view your insight in a chart
You can view the sources used for your insights in charts by clicking on your insight or the speech balloon next to it. A mini chart preview will appear, select “View full chart”. You can also export your mini chart in PNG format. Find out more about how to create a chart here.
How to add an audience to your prompt
You can add your pre-built audiences to your prompt, just click on “Add audience” in your prompt field and start typing the name of the audience you would like to add. You can also add GWI Audiences or audiences which have been shared with you.
You can add up to 5 audiences to your prompt.
As a Free or Plus user you can only add GWI Audiences to your prompt. As a Teams user you can add shared or GWI Audiences to your prompt.
How to switch between data sets
If you’re a GWI USA subscriber, you can switch between the GWI Core and GWI USA data sets using the toggle on the right side of your prompt field. Just make sure the data set matches the audiences you want to use—you’ll only be able to add audiences from the one you’ve selected.
Prompt examples
What is the difference in gaming platforms usage between generations?
Compare Gen X and Millennials reasons for using social media
What features increase the likelihood of buying a product for Millennial males?
What major purchases are Baby Boomers planning in Canada?
What are the most popular outdoor activities for redbull drinkers?
Tell me about EV owners that are also Formula E fans