GWI Core is our flagship data set on the attitudes and behaviors of online consumers.

Originally fielded in 16 markets, GWI Core has grown almost every year since and now features over 50 markets from across the world. Details about the markets included, their annual samples as well as what's covered in the data set can be found in our coverage page.

Like all of our international data sets, GWI Core is asked identically everywhere, letting you understand and compare audiences internationally. Surveys are shown to respondents in their local language and brand lists are localised to ensure relevance.

Launched as an annual survey in 2009, it ran bi-annually throughout 2010-2012 and has been running quarterly since 2013.

Check out the fieldwork and release dates per quarter here.

GWI Core has three components; the main survey, the mobile survey, and the brand and media module.
​

Most respondents complete the main survey, but a significant proportion complete the mobile survey instead. The mobile survey is run in parallel to the main survey, but contains slightly fewer questions and has been optimized for smaller screens.

Approximately half of the main survey respondents also complete the brand & media module - a recontact survey containing additional questions on brand engagement and media consumption.

After fieldwork, these three surveys are combined and presented as a single data set in our platform.

You can find more info on these modules and what they mean for our data here.

Check our GWI Core research and methodology document here to find out more about how we collect our data.

This document covers:

You can download definitions of the segmentations and groupings available in GWI Core from here.

Already our most expansive data set, GWI Core is supported by two free add-ons:

​