Our data sets
We produce several data sets to help you understand a range of different audiences. These are either primary data sets or add-ons.
Primary data sets are independent of each other, with their respective surveys being fielded among entirely separate samples of respondents.
Add-ons are all recontact studies, which means we recontact respondents from GWI Core and ask them if they'd like to take part in another survey.
Can I use add-ons with GWI Core?
Because all of our add-ons are recontact studies of GWI Core, you can compare and combine questions from GWI Core with those from each add-on.
This means you can:
Directly compare GWI Core audiences with questions from an add-on (or vice versa)
Use a mix of questions from both GWI Core and one of its add-ons to create an audience, chart, crosstab or dashboard that uses the best of both
Direct comparison between GWI Core and our add-ons wasn't always possible, which means many of our add-ons have compatible GWI Core questions appended to their respective taxonomies (usually within a folder named "Legacy GWI Core questions").
These appended questions are duplicates that only exist as a result of this legacy setup. We recommend avoiding these duplicates and selecting questions directly from the GWI Core taxonomy instead.
How can I combine GWI Core with an add-on?
Charts, Audiences or Dashboards
Using add-ons in conjunction with GWI Core is simple. If you're in Charts, Audiences or Dashboards, go to the "datasets" filter near the top of the screen and ensure both GWI Core and an add-on (e.g. GWI Core Plus) are selected. You'll then be able to pull in questions from both taxonomies.
If you are in the chart builder and want to combine data points from multiple data sets simultaneously, you'll want to use the "add an attribute" button and then navigate the taxonomy of the relevant data set.
If you use the question charts on the left side of your screen, your chart will reset every time you select a different question.
Crosstabs
If you're in Crosstabs, there's no "datasets" filter, which means you can begin using questions from GWI Core and any of its add-ons just by clicking "add an attribute / audience", then navigating the taxonomy of the relevant data set
How can I zoom in on the add-on audience?
When combining GWI Core with any add-on, if you'd like to zoom in on the audience of a specific add-on, you'll need to rebase to the audience size of that specific add-on. You can find the audience size of each add-on data set within the "survey details" folder.
In Crosstabs, the first row of totals defaults to GWI Core respondents. Therefore, when using Crosstabs, you may find it helpful to rebase to the relevant data set's audience size when analyzing your data.
Which data sets can be used together?
Not all GWI data sets are directly comparable—but understanding how they connect helps you use them effectively.
What you can combine
GWI Core + add-ons
Add-ons are recontacts of Core, so you can use them together to go deeper into specific topics.
What you can’t compare directly
Add-on to add-on
Primary data set to primary data set (e.g. Core vs USA, USA vs Kids)
These data sets are built on different samples or sub-samples and, in the case of Kids, represent entirely different audiences. This means there’s no or insufficient overlap in respondents to make comparison.
Why differences happen
When the same topics are covered in different data sets, results may vary due to:
Sampling and methodology
Add-ons build on Core, while USA and Kids are separate data setsQuestion design
Wording, answer options, and depth can differTiming
Fieldwork periods may not match
How to use data sets together
Use GWI Core as your baseline for global, consistent insight
Use add-ons to explore topics in more depth
Treat GWI USA and GWI Kids as standalone views, not directly comparable to Core
For a more thorough review on comparing data across our data sets, check this help center article.