GWI Core respondents are asked to select the ways in which they usually discover new brands, products and services. Based on respondents’ answers to these questions, in Q2 2017 we introduced the Brand Discovery Segmentation. ​ Note that these groups are not mutually exclusive, and as such respondents may belong to multiple segments.

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We ask respondents the following questions:

How do you typically find out about new brands and product

Ads in-store (Product displays or samples, promotions in shopping centres, retailers etc)

Ads seen before videos / TV shows (eg. on streaming accounts/on smart TV)

Emails or letters / mailshots from companies

Endorsements by celebrities or an influencer

Online retail websites (e.g. MercadoLibre)

Personalized purchase recommendations on websites

Recommendations / comments on social media

Sponsorship of sporting teams/leagues or events

Stories / articles on newspaper or magazine websites

Word-of-mouth recommendations from friend or family members ​

- Ads heard on the radio
- Ads / sponsored content on podcasts
- Ads in magazines or newspapers
- Ads in-store (Product displays or samples, promotions in shopping centres, retailers etc)
- Ads on billboards or posters
- Ads on music-streaming services
- Ads seen at the cinema
- Ads seen before videos / TV shows (eg. on streaming accounts/on smart TV)
- Ads seen in video / mobile games
- Ads seen in virtual spaces (e.g VR/AR)
- Ads seen on mobile or tablet apps
- Ads seen on public transport
- Ads seen on social media
- Ads seen on TV
- Ads seen on websites
- Ads seen/heard in elevators
- Brand / product websites
- Consumer review sites
- Emails or letters / mailshots from companies
- Endorsements by celebrities or an influencer
- Online retail websites (e.g. Amazon)
- Online retail websites (e.g. MercadoLibre)
- Online retail websites (e.g. HKTV Mall)
- Online retail websites (e.g. Lazada)
- Online retail websites (e.g. Takealot)
- Online retail websites (e.g. AliExpress)
- Personalized purchase recommendations on websites
- Posts or reviews from expert bloggers
- Product brochures / catalogues
- Product comparison websites
- Recommendations / comments on social media
- Search engines
- Sponsorship of sporting teams/leagues or events
- Stories / articles on newspaper or magazine websites
- TV shows / films
- Updates on brands' social media pages
- Vlogs
- Word-of-mouth recommendations from friend or family members ​

Each segment includes respondents who discover brands via any of the listed channels. 

Sponsorship of sporting teams/leagues or events ​

- Ads heard on the radio
- Ads / sponsored content on podcasts
- Ads in magazines or newspapers
- Ads in-store (Product displays or samples, promotions in shopping centres, retailers etc)
- Ads on billboards or posters
- Ads on music-streaming services
- Ads seen at the cinema
- Ads seen before videos / TV shows (eg. on streaming accounts/on smart TV)
- Ads seen in video / mobile games
- Ads seen in virtual spaces (e.g VR/AR)
- Ads seen on mobile or tablet apps
- Ads seen on public transport
- Ads seen on social media
- Ads seen on TV
- Ads seen on websites
- Sponsorship of sporting teams/leagues or events ​

Updates on brands’ social network page ​

- Brand / product websites
- Emails or letters / mailshots from companies
- Ads in-store (Product displays or samples, promotions in shopping centres, retailers etc)
- Product brochures / catalogues
- Updates on brands’ social network page ​

Recommendations / comments on social networks

Word-of-mouth recommendations from friends or family members

- Consumer review sites
- Deals on group-buying websites 
- Posts or reviews from expert bloggers
- Recommendations / comments on social networks
- Stories / articles on newspaper or magazine websites
- Vlogs (blogs recorded in video form)
- Word-of-mouth recommendations from friends or family members

Brand discovery segmentation - GWI Core

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Brand discovery segmentation - GWI Core

Brand discovery question

Segments

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