What is GWI Spark?
GWI Spark is an AI assistant that uses GWI data to provide insights in response to prompts.
How can I get access to GWI Spark?
If you’re a Pro user, you can access GWI Spark by selecting ‘Spark’ from the banner at the top of the screen. Free users will get access to GWI Spark at the end of March.
What can I analyze with GWI Spark?
GWI Spark provides you with complete access to the global GWI Core data set. You can analyze a wide variety of topics. Simply describe an audience – like Gen Z or Car Drivers – and a specific topic – perhaps travel or gaming – and GWI Spark will help you explore the audience’s behavior, preferences, or activities.
What's the best way to use GWI Spark?
We suggest including at least one audience and one topic in your query. GWI Spark provides some good examples on the home screen.
Who's represented by the results in GWI Spark?
GWI Spark represents internet users aged 16-64 across over 50 markets. In some markets, there’s no age cap, meaning we’re representing internet users aged 65+ too.
Can I compare multiple audiences?
Yes! You can analyze and compare several audiences at the same time to understand differences in behavior or preferences.
Can I explore without a specific question in mind?
Absolutely. You can still analyze an audience even if you don’t have a precise topic or attribute in mind. GWI Spark can surface relevant data based on a category or general query.
Does GWI Spark understand local terms?
Not fully. If you type in “football”, GWI Spark might assume you mean American football rather than soccer, for instance. It’s therefore best to be specific and stick to US English where you can.
What’s the default time period for GWI Spark?
If you don’t specify a timeframe, GWI Spark will default to using the four most recent waves of our Core data set.
Can I specify particular timeframes or locations?
Yes, you can narrow down your insights by specific time periods or locations.
Will I know if there’s no data for my query?
Yes! If there’s no relevant data for your query, GWI Spark will let you know and guide you accordingly.
GWI Spark has told me my audience is more or less likely to do something. What does this mean?
GWI Spark compares your audience to a base audience of All Internet Users, filtering the results by market when relevant. This means it will tell you how much more or less likely your audience is to do something compared to the average internet user across the markets that are relevant to your query.
Can I rebase the data to a different audience?
No, the base audience for insights is always All Internet Users - the default base audience for GWI Core.
When should I consider an insight meaningful?
Generally speaking, if the results indicate your audience is 20% more or less likely to do something, this can be considered significant. Likewise, if 20% of your audience does something (for example, discover brands through TV), this would also be considered noteworthy.
How do I know the insights are robust?
GWI Spark won’t provide any results where the sample size for any of the data points concerned is below 150, meaning your insights will always be based on a good number of responses.
Can I access previous chats?
Yes! You can view or continue previous chats from the left side of the screen.
Should I start a new chat for new questions?
Yes. If you want to ask a new, unrelated question, it’s best practice to start a new chat to remove the previous chat context and ensure the best results.
I have access to additional data sets in my account (like GWI Sports, GWI Gaming etc) Will this data be included in GWI Spark?
Not yet! GWI Spark currently pulls data from our global GWI Core data set covering 50+ markets. We hope to add additional data sets in the future.
I don’t have access to GWI Core. I only have GWI USA and/or GWI Kids in my account. What data will I get in GWI Spark?
GWI Spark currently pulls data from the GWI Core data set. Don’t worry! If you only have GWI USA or GWI Kids in your account, you will still be able to use GWI Spark – just with GWI Core data for now! We are hoping to add additional data sets at a later date.
I have GWI Core in my account, but I only have access to certain markets. Will I be restricted in GWI Spark?
No! If you only have access to certain markets, this won’t be the case in GWI Spark! All Pro users have access to the entirety of GWI Core covering 50+ markets via GWI Spark.