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

You’ll find market coverage, annual sample sizes, and data set details on our coverage page.

GWI Core is asked the same way in every market, allowing you to understand and compare audiences globally. While the questions remain consistent, surveys are shown in each respondent’s local language, and answer options, like brand lists, are localized to ensure relevance.

Originally launched as an annual survey in 2009, it ran twice a year between 2010 and 2012, and has run 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.
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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 on 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 here.

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

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