GWI Zeitgeist is a free add-on to GWI Core that features a different set of topical questions each month. The most important things to know about GWI Zeitgeist are:

GWI Zeitgeist is an international dataset, featuring markets from across the world. Details about the markets included and their monthly samples can be found on our data coverage page.

While most questions will be fielded in all the GWI Zeitgeist markets, some topics will only be relevant or appropriate in a few places. Details about market availability for each question can be found in the question notes in our platform.

GWI Zeitgeist features a brand new set of topics every month.

We don’t stick to a specific release date as we aim to publish the data as soon as it's available. This is usually within the first couple of weeks of each month. This means that for an August wave of GWI Zeitgeist, we'd start fieldwork at the end of July and release the data at some point at the beginning of August.

As each wave of GWI Zeitgeist features new questions, it’s not possible to trend data wave-on-wave. Although we occasionally revisit important topics to see how things have changed over time, there's no guarantee we'll revisit any specific topics or use the exact same questions if we do.

It's also worth noting we interview a different set of respondents for GWI Zeitgeist each month, so questions from separate months can’t be combined or compared.

GWI Zeitgeist represents all internet users aged 16-64, the same universe as GWI Core, with responses weighted by age and gender. Starting in Q2 2024, we began including respondents aged 65+ in Canada, Singapore, the UK, and the US.

GWI Zeitgeist respondents from any given month have all completed the last four waves of GWI Core (including the Brand & Media module).

As there is no overlap between the two data sets in terms of survey content, and the overall universe is the same, GWI Zeitgeist can be compared directly with GWI Core. This sets it apart from some of our other add-ons, for which compatible Core questions can be found in a dedicated folder in their respective taxonomies.

Note that we’re not able to recontact GWI Zeitgeist respondents for custom studies as the sample size in each market, although large, isn’t sufficient for this purpose.

Taking part in GWI Zeitgeist is a straightforward process for our respondents because it’s fielded on our own survey platform, which we designed in-house with the respondent in mind.

GWI Zeitgeist will vary in the amount of time it takes respondents to complete, but it will rarely exceed 10 minutes.