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.

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

GWI Core Plus is asked the same way in every market, allowing you to understand and compare audiences globally. There are a large number of localized brands included for each market, so not all the brands will be available everywhere. You can refer to the questionnaire to see which markets each option is available in. 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. You can combine both waves for a full-year view or use them separately to explore seasonal shifts in behavior and preferences.

GWI Core Plus represents all internet users aged 16–64, consistent with the universe covered by GWI Core, with responses weighted by age, gender, and education.

Beginning in Q3 2024, respondents aged 65+ were added in the UK and Canada. From Q3 2025 onwards, this age group is also included in France, Germany, Italy, and Spain.

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.

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. For further information on how to combine GWI Core with an add-on, click here.

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.