GWI Work grants an in-depth view of the professional world, from the tools companies use to working culture and how purchasing decisions happen.

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

GWI Work 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.

GWI Work is published once a year. It currently runs in Q3 each year. Previous waves ran with a slightly different timing, the first one running in Q1 2019 and the second one running in Q2 2020.

Although the past few years have brought drastic changes in work, as reflected in our data, working culture is usually slow to change, and an annual view is enough to keep abreast of the largest shifts in a post-pandemic world.

GWI Work represents internet users aged 18-64 who are 'business professionals'. Starting in Q3 2025, we began including respondents aged 65+ in Canada, Japan, Singapore, UK, USA, France, Germany, Italy, and Spain.

To figure out exactly what this audience looks like in terms of its demographic composition and size, we first create an audience of ‘business professionals’ in GWI Core. This audience contains all those who are likely to work with data, analyse information, or think creatively. We then invite respondents from this audience to take part in the GWI Work survey.

To be considered 'business professionals', respondents must:

The universe sizes for GWI Work reflect the GWI Core 'business professionals' audience, with responses being weighted to mirror it by age and gender, with other metrics (like seniority) falling out naturally.

Most GWI Work respondents have also completed GWI Core at some point in the last 12 months. For example, most respondents from Q3 of GWI Work completed either Q3, Q4, Q1, or Q2 of GWI Core.

This approach means questions can be compared across the two data sets, letting you combine the depth of GWI Work with the breadth of GWI Core. For further information on how to combine GWI Core with an add-on, click here.

Although GWI Work respondents have completed GWI Core (including the Brand & Media module) at some point in the last twelve months, some haven't. This is because GWI Work utilizes a blended sample.

Blended sample involves boosting our add-on sample with fresh respondents who haven’t completed any previous GWI surveys. This gives you bigger sample sizes than would otherwise be possible when using GWI Work questions.

In Q3 2023, we introduced blended sample in Australia and Colombia. If you compare questions from GWI Work with questions from GWI Core in markets that use blended sampling (i.e., Australia and Colombia), you’ll notice that the platform will default to a smaller response size, as not everyone has completed GWI Core in these markets.

Taking part in GWI Work is a straightforward process for our respondents, and it’s quick to do - completing the survey takes a respondent around 10 minutes.

In GWI Work, we group a number of sectors together for ease of use. These are outlined below: