Within GWI Core, respondents are shown a list of interests and asked to select those that are important to them. Based on their selection, we classify respondents into the following segments:

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Those who say they are interested in at least 3 of the following:

- Books / literature
- Dance 
- Fine art
- History
- Live events 
- Museums / galleries
- Theater
- Urban / modern art ​

- Business
- Charities / volunteering
- Economy / finance
- Entrepreneurship
- Environmental issues
- Local issues
- News / current affairs
- Politics / social issue ​

Health, fitness &amp; beauty enthusiasts

- Adventure / extreme sports
- Beauty / cosmetics
- Fitness &amp; exercise
- Health foods / drinks
- Personal healthcare
- Playing sport
- Vegetarian food
- Watching sport ​

- Cooking
- DIY / home improvements
- Food &amp; drink
- Gambling
- Gardening
- Handicrafts
- Pets / pet care
- Travel ​

Popular culture &amp; leisure enthusiasts

- Celebrity news / gossip
- Eating out
- Fashion
- Films / cinema
- Gaming
- Music
- Reality TV
- Television ​

Science, tech &amp; nature Enthusiasts

- Cars / motoring
- Computers / coding
- Gadgets
- Outdoor activities
- Photography
- Science
- Technology
- Wildlife / nature

Personal interests segmentation - GWI Core

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Personal interests segmentation - GWI Core

Arts & Culture enthusiasts

Current affairs & causes enthusiasts

Health, fitness & beauty enthusiasts

Home & lifestyle enthusiasts

Popular culture & leisure enthusiasts

Science, tech & nature Enthusiasts