GWI Core has three components; the main survey, the mobile survey, and the brand & media module. The average time taken to complete these components varies by country. Generally, respondents in emerging markets take longer due to lower internet speeds. Our completion estimates for each survey are shown below.

Before taking survey, we show each respondent the most recent completion estimate for their market. Besides internet speed, completion time is influenced by which answer options are selected. For example, if you told us that you didn’t own a tablet, you wouldn’t have to answer any tablet-related questions.

To keep things interesting, we employ a variety of question formats including lists, checkboxes, sliders and so on. We also include logos rather than text names in a number of questions relating to websites and apps, social networks and TV channels. This helps ensure that global names aren’t confused with local ones.
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In the mobile survey, we don’t use grids or any other long formats that would look messy on a smaller screen.

The invitation link and domain name of our surveys are de-branded, so respondents don’t know they’re being invited to complete a GWI survey. They also don’t know the subject of the survey in advance. This helps us avoid any self-selection bias – i.e. that no group becomes more or less likely to accept our initial invitation.
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At the start of the survey, we tell respondents that questions will focus mainly on digital attitudes and behaviors. We also inform them that the survey is run by Trendstream Limited, and that their data will be used, stored and protected by Trendstream.