GWI Moments is a GWI Core add-on that helps you understand how consumers in the US plan for, spend, and celebrate timely moments such as cultural events, national holidays, seasonal events, and other celebrations.
The most important things to know about GWI Moments are:
It covers 15+ events, holidays and occasions
GWI Moments offers a comprehensive overview of 15+ major events throughout the year. These include:
Religious and cultural holidays such as Diwali, Christmas, Thanksgiving, Dia De Los Muertos, Easter, Eid al-Fitr, Hanukkah, and Rosh Hashanah
Shopping occasions such as Black Friday and Back to school
Other holidays and events such as Halloween, Mother’s Day, Valentine’s day, Independence Day, Pride Month, and the 2024 Summer Olympics
It's biannual and time-relevant, with questions that change throughout the year
GWI Moments runs twice a year, in Q2 and Q4.
We ask different questions throughout the year based on proximity to the events covered. For specific key moments, we ask respondents about their plans beforehand in one wave, and their activities, and spending, after the event in the following one.
This gives you:
Granular, time relevant data: By focusing entirely on events and holidays, GWI Moments provides detailed insights into consumer behavior, allowing you to tailor your strategies and campaigns to be more relevant and timely.
Pre- and post-event analysis: The survey questions change depending on the time of year and the proximity to the events, helping you understand how consumer attitudes change before and after these key moments. This way you can plan, execute, and evaluate marketing campaigns much more effectively.
It represents US internet users 16+
GWI Moments represents US internet users aged 16+, the same universe as GWI Core in the US, with responses weighted by age, gender, race/ethnicity and income.
It can be used with GWI Core
GWI Moments respondents have all completed GWI Core (including the Brand & Media module), at some point in the last six months.
For example, respondents from Q2 2024 of GWI Moments all completed either Q1 2024 or Q4 2023 of GWI Core.
This means questions can be compared across the two data sets, letting you combine the depth of GWI Moments with the breadth of GWI Core.
Compatible GWI Core questions can be found in the GWI Moments taxonomy, in the “GWI Core questions” folder.
Not all GWI Core questions can be included as:
Some may not have been asked in the relevant waves
Others may have been superseded by the more detailed questions asked in GWI Moments
Also note that audiences from GWI Core will have to be recreated using the relevant Core questions folder in GWI Moments.
It’s easy to complete
Taking part in GWI Moments is a straightforward process for our respondents because:
It’s user and mobile friendly - it’s fielded on our own survey platform, which we designed in-house with the respondent in mind.
It’s quick - While the time to complete GWI Moments varies, it will rarely exceed 25 minutes.
It’s fielded in two languages - respondents can choose to complete the survey in either American English, or Latin American Spanish.