Charts help you turn complex data into clear, visual insights. Whether you're comparing audiences, tracking trends, or exploring attributes, this article walks you through how to build and refine your chart.
Pro users have full access to all functionalities, while Free and Plus plans have limited access and Teams plan users have no access. This article explains how to use Charts and highlights where Free and Plus users have access. All other functionalities are exclusive to Pro users.
How to create a chart
You can create a chart in three different ways:
Option 1
You can access charts from the sidebar menu on the left-hand side of your screen.
To create a new chart, click on the pink button on the top right. You have two options to add questions/attributes to your chart:
Use “Question charts” from the sidebar on the left to add a full question to your chart (you can also access “Question charts” from your charts management page at the top your screen).
Use the "Add an attribute" button to build your own custom chart from scratch by combining multiple attributes from one or more questions.
Option 2
Another way of creating a chart is through Agent Spark (find out more about Agent Spark here).
Start by submitting a prompt and click on the insight, where a mini chart preview will appear, then select “View full chart”.
This will navigate you to charts, and you’ll see the data used by Agent Spark to generate your insight.
Any audiences created by Agent Spark for the insight will be applied to your chart and you’ll be able to see the data broken down by the given audiences.
Option 3
You can also create a chart via GWI Canvas by selecting “View full chart” within a Canvas report (find out more about GWI Canvas here).
Start by building your Canvas report, then hover over any chart and click “View full chart”. This will redirect you to the Charts page, where you can view the full question in Charts, with the selected audience and waves from your report automatically applied.
As a Free or Plus user:
You aren't able to add/remove audiences or attributes
You can only create a chart via question charts, Agent Spark or GWI Canvas
As a Free user, you’re only able to see the audience % for the attributes previewed in the “mini chart” shown in Agent Spark.
How to choose your filters
Data sets
Start by selecting your data set. This controls the attributes you can explore. By default, GWI Core is selected. To update this: Click Data sets > Clear all > choose your data set > Apply.
Waves
A wave is the quarter we collect our data in. By default, the last 4 waves are selected. To update this: Click Waves > use the year checkboxes or dropdowns > Apply
Free users: Agent Spark timeframe or last wave only (when generating a question chart)
Plus users: Agent Spark timeframe, last four waves only (when generating a question chart)
Locations
You can select global regions or specific markets. By default, all applicable locations are selected. To update this: Click Locations > Deselect all > pick regions or countries > Apply
How to add an audience
If you’ve applied a question chart or selected custom attributes, your default audience is all Internet users 16-64 (16+ in some markets). You can specify your audience by applying:
Your saved audiences
Shared audiences
GWI Audiences
Click Apply an audience > find your audience > Apply
As a Free or Plus user, you can only see the audience as generated via your Agent Spark insight or Canvas report.
How to set your base audience
The base audience is the total universe represented by the data set you're using. E.g. for GWI Core, the base audience is by default: "All Internet Users - age 16-64" (or 16+ in some markets).
You can change it by clicking on the three dots next to the base > Replace > pick your new audience > Apply
Find out more about when to rebase here.
Free and Plus users can only view their chart with an all internet user base.
How to segment your chart
Use segments to break down your attributes by specific traits (like age, gender or location).
Click Segment by > choose a group or specific segments > Apply
Toggle Segment your base audience if you want to rebase your chart.
If you’re analysing index scores across waves and want to compare how your audience changes over time, we recommend turning on “Segment your base audience.” This ensures index scores are calculated for each wave individually, allowing for accurate wave-on-wave comparisons.
If you want a broader view across the whole period you’re analysing, you can keep “Segment your base audience” turned off. In this case, index scores are calculated using the combined universe across all selected waves, meaning scores may change as new waves are added.
How to change your chart view and choose your metrics
You can choose which metrics (like Audience %, Universe or Index) you want to include in your chart and change your chart view by selecting “Metrics” or “Chart view” on the top right.
You can change your chart view to table view, bar chart horizontal or vertical and swap your chart labels.
How to save, export and share
Save: Click Save changes > name your chart
Save as new: To duplicate an existing chart
Export: Choose PNG, PDF, CSV, or XLSX
Share: Via link, email, or across your organization
Functionality by Plan
The Teams Plan does not currently include access to the Charts feature. To see a full comparison of features available across our other plans, Free, Plus, and Pro, please refer to the table below.
Capability | Free | Plus | Pro |
Save, Share, Export | ❌ No access | ❌ No access | ✅ All formats |
Waves | 🔒 Agent Spark/Canvas timeframe | 🔒 Agent Spark/Canvas timeframe | ✅ All |
Data sets & Locations | 🔒 Core only | 🔒 Core only | ✅ As per your custom subscription |
Audiences | 🔒 Agent Spark/Canvas generated only | 🔒 Agent Spark/Canvas generated only | ✅ All |
Segment data | ❌ No access | ❌ No access | ✅ Full access |
All metrics | 🔒 Audience % only | ✅ Full access | ✅ Full access |
View full chart | 🔒 Top 3 attributes only | ✅ Full access | ✅ Full access |
Browse question charts | ✅ Full access | ✅ Full access | ✅ Full access |
Generate chart from question charts | 🔒 Core only, Top 3 attributes only, Last wave only | 🔒 Core only, Last 4 waves | ✅ Full access |
Custom charts | ❌ No access | ❌ No access | ✅ Full access |