Who's represented by the results of Agent Spark?
Agent Spark insights can come from any of our syndicated data sets depending on your subscription.
This means insights can come from:
GWI Core - Represents internet users aged 16–64 across 50+ markets. In some markets, it includes internet users aged 16+.
GWI Core add-ons (excluding GWI Work) - These complement GWI Core with additional topics across select markets. In some cases they represent specific audiences (e.g. gamers, sports fans).
GWI USA - Represents internet users in the US aged 16 and older.
GWI Kids - Represents children aged 8-15 who use the internet.
For more detail on our data set coverage and the audiences represented check out our data overview.
Why are my results different to previous chats?
From 15th July 2026, Agent Spark can draw on all syndicated data sets in your subscription and will automatically select the most relevant data set and base for each analysis.
This means your usual prompts may return different insights than before - but that doesn't mean previous insights were wrong. They simply reflected a different audience base. For instance, our questions about fuel type are only asked to vehicle owners. Before 15th July 2026, any percentages for this question were calculated based on all internet users; now they're calculated specifically based on the audience who actually answered the question.
How do I check who is represented in my insights?
Agent Spark automatically selects the most relevant base audience for your analysis. This will either be:
Everyone that's represented by the data set used for your insights e.g. all internet users for GWI Core or Sports fans for GWI Sports.
Everyone who has answered a specific question. For example, in GWI Core, we only ask respondents who own a vehicle about fuel type, so Spark will only focus on this audience when calculating any insights on fuel type used.
Can I apply my own pre-built audience?
Yes, you can add your pre-built GWI Audiences, your own audiences or any audiences which have been shared with you in Agent Spark:
Platform - Click on the plus in the left corner of your prompt field, select “Add audience” and start typing the name of the audience you would like to add.
LLMs - Prompt “Show me all my GWI audiences on X topic” and a list of all audiences you have access to will appear. Use the audience name in your prompt and your insights will be based on that audience.
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.
Ensure the audience is built with the data points from the data set you're planning to use. For example, if you want insights from GWI USA, your audience will need to be built using the GWI USA data set.
When should I consider an insight meaningful?
Generally speaking, if the results indicate your audience is 20% more or less likely to do something, this can be considered significant. Likewise, if 20% or more of your audience does something (for example, discover brands through TV), this would also be considered noteworthy.
How do I know the insights are robust?
Agent Spark won't provide any results where the sample size for any of the data points concerned is below 50, or where the audience % is below 2%, meaning your insights will always be based on a good number of responses.
Insights metrics explained
Agent Spark compares your audience to a base audience of All Internet Users, filtering the results by market when relevant. When you explore your insight you can filter your chart by three different metrics:
Universe: The universe tells you how many real-world internet users are in a given audience.
Audience %: The audience % tells you the proportion of your audience that matches with a given data point.
Index: The index tells you how much more or less likely your audience is to do something compared to the average internet user across the markets that are relevant to your query.
Can I compare multiple audiences?
Yes! You can analyze and compare several audiences at the same time to understand differences in behavior or preferences. Just describe or add them to your prompt.
Example
What are the most popular NFL teams for Gen Z versus Millennials in 2024?
Note: Country local regions can only be part of your pre-built audience.
Can I specify particular timeframes or locations?
Yes, you can narrow down your insights by specific timeframes or locations by including this information in your prompt.
Note: A location can only be a country not a country local region (e.g. US counties) because the location filter on the platform only works on a country level.
Will I know if there’s no data for my question?
Yes! If there’s no relevant data for your question, Agent Spark will let you know and guide you accordingly.
Can I access previous chats?
Yes! You can view or continue previous chats from the left side of the screen.
Should I start a new chat for new questions?
Yes. If you want to ask a new, unrelated question, it’s best practice to start a new chat to remove the previous chat context and ensure the best results.
How do I change between data sets?
By default, GWI Core and its add-ons are selected when you open Agent Spark. Just type your prompt, and Spark searches across all your selected data sets - you don't need to change anything unless you want to narrow your search. Think of the data set picker as an advanced filter, not a required step.
To switch data sets:
Click the plus icon to the left of the prompt field.
Select "Configure data sets."
A few things to keep in mind:
You can select only one primary data set at a time: Core, USA, or Kids.
You can combine GWI Core with any of its add-ons, since these are recontact studies built on Core. See the full list of add-on data sets here.
Your data sets determine which audiences you can use - you'll only see audiences from the data sets you've selected.
How do I know which location my insights are based on?
You can check the location your insights are based on in both Show thinking and your mini chart.
In Show thinking, the location field shows the world region used. Hover over it to see the exact location your insights are based on.
In your mini chart, click the speech bubble on your insight to open the chart. You’ll see the world region, and you can hover over it to view the specific locations included.
Why is my Multi-base chart read-only?
After selecting View full chart from certain Agent Spark insights, you may see a chart with multiple bases applied.
To help you understand how rebased metrics are calculated, Charts displays the underlying base audience(s) used for each question in the top left of the platform.
This provides additional transparency into the reference populations behind the results and makes it easier to interpret and validate the data.
Because the multi-base view is generated only for certain Agent Spark insights, it is only available as a view-only experience. As a result, the following features are unavailable in View full chart:
Saving
Exporting
Sharing
Adding attributes
Sorting
Segmenting
To regain access to these features, return to the standard Charts experience by selecting a question chart or changing the data set, wave, or location.
Keep in mind that once you return to the standard Charts experience, the chart will no longer display rebased data.
To learn more about rebased Agent Spark insights in Charts, please see this article.