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.
Data set | Description | Frequency | Release waves |
Our global study of internet users | Quarterly | Q1, Q2, Q3, Q4 | |
A deep dive into American internet users | Quarterly | Q1, Q2, Q3, Q4 | |
An overview of child internet users aged 8-15 | Annually | Q1 |
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.
A weekly pulse on the latest trends | Weekly | The latest Core wave | |
Additional categories & brands in a selection of markets | Biannually | Q1 and Q3 | |
A deep dive into travel habits and intent | Biannually | Q1 and Q3 | |
A detailed view of preferences and usage of luxury brands | Annually | Q4 | |
Topical insights on key calendar events, including religious and national holidays | Biannually | Q2 and Q4 | |
A detailed view of alcohol consumption and purchase behavior of alcohol consumers | Annually | Q2 | |
An exploration of current and prospective car owners and the car purchase journey | Annually | Q1 | |
A detailed view of sports fandom and participation | Biannually | Q2 and Q4 | |
A study of business professionals and the world of work | Annually | Q3 | |
A detailed view of gamers and gaming | Biannually | Q2 and Q4 | |
A detailed view of consumer electronic device ownership | Annually | Q3 |
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 GWI 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 GWI Kids, represent an entirely different audience. This means there’s no or insufficient respondent overlap to make a direct comparison.
How to select the right data set
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.
How to switch between data sets by platform feature
The way you select and switch data sets varies across the platform. Here's how it works in each feature.
Agent Spark
Click the + icon in the chat window
Select Configure data sets
Choose the data set(s) you want Spark to use
Note: Add-on data sets build on GWI Core, so GWI Core is always required and can't be deselected while an add-on is active in Agent Spark.
Audiences, Charts, and Dashboards
Use the data set selector in the top-left corner to choose which data set(s) you want to work with, then click Add attributes to combine attributes from your selection.
Note: Not all data sets can be combined. Your first selection determines which are available — incompatible options will be greyed out. For more details about data set compatibility, check this section.
Crosstabs
Crosstabs doesn't have a data set selector. This means you can analyze attributes and audience overlap across multiple data sets in the same crosstab — for example, analyzing GWI Core and GWI Sports alongside GWI Core and GWI Gaming simultaneously.
Click Add an attribute/audience
Select the attributes you're interested in from any of your available data sets
Note: The first row of totals in a crosstab defaults to GWI Core respondents. When working with an add-on or multiple data sets, we recommend rebasing to the relevant data set's 'audience size'. Learn more about when and how to rebase.
Canvas
Canvas supports both GWI Core and GWI USA. Select your preferred data set during the Audience step.
