GWI Luxury explores consumers’ preferences, habits, and usage of luxury brands and items across selected Core markets.

You’ll find market coverage, annual sample sizes, and data set details on our coverage page.

GWI Luxury is asked the same way in every market, allowing you to understand and compare audiences globally. While the questions remain consistent, surveys are shown in each respondent’s local language, and answer options, like brand lists, are localized to ensure relevance.

GWI Luxury is run once a year, in Q4 (Q3 until 2023). When using the data, you may want to consider that specific questions on purchase behaviors may be influenced by seasonality.

GWI Luxury represents all internet users aged 16-64, the same universe as GWI Core, with most responses weighted by age, gender, and education. In the USA, we weight responses based on age, gender, race/ethnicity, and income. As in Core, we represent internet users aged 16-64 in most waves and markets. Since Q4 2025, we began including respondents aged 65+ in USA, France, Japan, and the UK.

GWI Luxury respondents have all completed GWI Core (including the Brand & Media module) at some point in the last 12 months.

For example, respondents from Q4 of GWI Luxury all completed either Q2, Q1 (current year), Q3 (previous year) or Q4 of GWI Core. In rare cases, we may make exceptions to this rule and interview respondents who have taken Core longer ago, but these typically make up less than 5% of the sample.

This means questions can be compared across the two data sets, letting you combine the depth of GWI Luxury with the breadth of GWI Core. For further information on how to combine GWI Core with an add-on, click here.

Taking part in GWI Luxury is a straightforward process for our respondents, and it’s quick to do - completing the survey takes a respondent around 20 minutes.