There are five key metrics in the GWI platform:

The responses figure shows the number of respondents within a particular group. It’s there primarily for your reference so you know how robust the data you’re looking at actually is. It’s not something you should be basing your insights on.

In the below example we can see that, in the selected wave and locations, we interviewed 1.36k female internet users aged 25-34 who said they were comfortable talking about their mental health.

The universe figure tells you how many real-world internet users are within a particular group. It’s an important figure, not only because it can be used to provide insights in its own right, but also because it’s used to calculate the percent and index figures. Note that the universe shows an average across all selected waves.

In the below example we can see that, in the US, there are an estimated 10.54 million female internet users aged 25-34 who are comfortable talking about their mental health.

The audience % tells you the proportion of your audience that matches with a given data point. It's calculated using the corresponding universe figures (not responses figures) and shows an average across all selected markets and waves.

In the below example, 46.1 % of female US internet users aged 25-34 are comfortable talking about their mental health.

The data point % tells you the contribution made by your audience to a particular data point. It's calculated using the corresponding universe figures (not responses figures) and shows an average across all selected markets and waves.

In the below example, 11.9% of US internet users that are comfortable talking about their mental health are female and aged 25-34.

The index tells you how much more or less likely your audience is to match with a given data point compared to the base audience.

The numerical distance from 100 shows the percentage difference compared to the base. For example, an index of 110 means that your audience is 10% more likely than the base audience to match with a given data point.

Unless you apply a more specific base audience, the base will be the total universe represented by the data set you're using. For example, if you're using GWI Core, the base audience will be all internet users within the age range covered. Note that the index shows an average across all selected markets and waves.

In the below example we can see that, in the US, female internet users aged 25-34 have an index score of 105.5. This means that, in the US, female internet users aged 25-34 are 5.5% more likely to be comfortable talking about their mental health than the average internet user. Meanwhile, with an index of 92.1, male internet users between the ages of 25-34 are 7.9% less likely to be comfortable talking about their mental health.

Ultimately, you should use whichever metric helps tell the story you want to tell best. However, by using a mix of metrics, you can gain a more nuanced understanding of your audience.

For example, a universe of 1 million might sound like a lot, but what is that as a percentage of your audience, or the overall population of the market(s) you’re looking at? Bringing in the audience % will give you some much needed context.

Meanwhile, let's say we have an audience % of 50. That sounds like a lot, right? Well, it depends. It could be that you’re comparing your audience to a particularly common trait, like living with a partner or using social media, and that 50% isn't therefore a particularly high score. By bringing in the index, you can understand whether your audience is more or less likely to exhibit a particular trait than normal.

In other words, by using a mix of metrics, you can paint a detailed picture of how your audience is comprised as well as what makes it unique.