Check out the latest questionnaire for GWI USA here!
GWI USA Q4 2024 is now live in the platform! 🥳 🇺🇲
🍅 👃 Our new wave of GWI USA Q4 2024 is featuring:
- Two new questions on condiments & sauces types and brands
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One new question on frequency of wearing fragrances
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Two new questions on female period & intimate care products and brands
and lots of new options to existing questions.
✨ Insights to start conversations ✨
🌶️ Those who use hot sauce regularly are 31% more likely than the average American to describe themselves as persuasive, and 28% more likely to say they see themselves as a natural leader. Spice aficionados may be able to handle the heat in more ways than one.
👃Which surprising groups of consumers are trying to smell good by wearing fragrances regularly or often? Try regular non-alcoholic beverage drinkers (78%), FIFA gamers (74%), and Blue Apron subscribers (73%).
🚺 27% of women aged 40 or under that are interested in environmental issues use menstrual cups or period underwear, which is 29% higher than the average woman 40 or younger.
📈 3 in 10 Americans think the US economy will get better in the next 6 months, a 69% increase from this time last year. However, there was only a 1% increase for optimism towards personal finances, showing a disconnect between macro and micro economics.
🚨❗Other important stuff❗
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In Q3 2024, we withheld data for the format of reading newspapers and magazines questions to run some further quality checks. Data for this question is now available on the platform for Q3 and Q4 2024.
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We've reviewed the midpoints used to calculate the averages across GWI USA to ensure consistency across all our data sets. As a result, we adjusted the midpoints for the final open-ended bracket in line with our approach for our other data sets, setting them as the lowest value captured. For example, the highest bracket, "5+ hours," previously had a midpoint of 7 hours in GWI USA, but we've now updated it to 5 hours as in Core.
🤓 To find out more about how GWI USA works, check out this Help Centre article