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 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?
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.
Can I apply my own pre-built audience?
No, you can’t apply your own pre-built audience. GWI Spark generates audiences based on the description in your prompt.
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.
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.