GWI Pulse (formerly Zeitgeist) is a free add-on to GWI Core that gives teams a fresh read on what consumers are thinking, every single week. Three weeks of the month it's a US read, and the last week goes multi-market, covering 11 markets across the Americas, Europe, and Asia Pacific.

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

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

GWI Pulse features a different set of topics each week, with new data released as fieldwork completes. US-focused insights run throughout the month, with 15 new questions added each week. A multi-market view is released once a month across the Americas, Europe, and Asia Pacific.
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In the US, each weekly wave is based on a sample of around 2,000 respondents. The monthly multi-market release is based on 12,000+ respondents across the Americas, Europe, and Asia Pacific.

Because each Pulse wave includes a different set of questions, questions from different waves can't be combined or compared. It's also not possible to trend data over time. While we may revisit important topics, there's no guarantee the same questions or themes will return.

As our topical data set, Pulse is ideal for exploring the latest trends and events. While questions aren't repeated wave-on-wave, always consider the timeline of the data to avoid misinterpretation.

GWI Pulse 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 select markets, including Canada, Singapore, the UK, and the US.

GWI Pulse respondents from any given wave 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 Pulse can be compared directly with GWI Core. For further information on how to combine GWI Core with an add-on, click here.

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

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