GWI Core Plus is a free add-on to GWI Core that provides further detail on brand engagement and behaviors in selected Core markets. It’s available to all GWI Core subscribers with access to the relevant markets.

The most important things to know about GWI Core Plus are:

GWI Core Plus is an international dataset, featuring 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 Plus is asked identically everywhere, letting you understand and compare audiences internationally. However, there are a large number of localised brands included for each market, so not all the brands will be available everywhere. You can refer to the questionnaire document to see in which markets each option is available, alternatively you can also check the availability of each option by creating a crosstab with the GWI Core Plus markets.

Surveys are shown to respondents in their local language.

GWI Core Plus runs twice a year in Q1 and Q3. These waves can either be combined to get a full year perspective, or looked at individually to understand how behavior and preferences can be seasonal.

GWI Core Plus represents all internet users aged 16-64 - the same universe as GWI Core - with responses weighted by age, gender and education. Starting in Q3 2024, we began including respondents aged 65+ in the UK and Canada.

GWI Core Plus is designed to bring further depth to GWI Core.

GWI Core Plus respondents have all completed GWI Core (including the Brand & Media module) at some point in the last six months.

For example, respondents from Q3 of GWI Core plus all completed either Q1 or Q2 of GWI Core.

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

To use and combine questions from both data sets, select GWI Core and GWI Core Plus from the data set menu. It’s most effective to then select the past four waves of data to include GWI Core responses from all respondents who’ve taken GWI Core Plus.

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

Taking part in GWI Core Plus 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 Core Plus takes around 30 minutes to complete, and can be completed via mobile.