Who's represented by the results in GWI Spark?
GWI Spark represents internet users aged 16-64 across over 50 markets. In some markets, there’s no age cap, meaning it represents internet users aged 65+ too.
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?
GWI Spark won’t provide any results where the sample size for any of the data points concerned is below 150, meaning your insights will always be based on a good number of responses.
Insights metrics explained
GWI 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 apply my own pre-built audience?
Yes, you can add your pre-built audience, just click on “Add audience” in your prompt field and start typing the name of your 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.
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 them in your prompt.
Example
What are the most popular NFL teams for Gen Z versus Millennials in 2024?
Note: Country local regions can't be part of your audience.
Can I rebase the data to a different base audience?
No, the base audience for insights is always All Internet Users - the default base audience for GWI Core.
The audience picked up by GWI Spark and the audience mentioned in my insight are different
On rare occasions, GWI Spark might not pick up the audience mentioned in your prompt. In such instances, the insight refers to the audience defined in the prompt even if the audience used in the analysis has a different definition. So it’s always worth checking if GWI Spark has picked up the described audience.
What’s the default time period and location for GWI Spark?
By default, GWI Spark generates insights based on all our 50+ locations and includes data from the last four GWI Core waves.
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 query?
Yes! If there’s no relevant data for your query, GWI 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.
I'm a Pro user, why can I not see "view full chart"?
In order to view your insight in a chart, your organisation must have access to GWI Core and subscribed to the market in your prompt. For example, if your prompt is for all markets, but your organisation is subscribed to EMEA, the button will not appear. To access the button, please ensure your prompt only includes the market you are subscribed to.