We produce several data sets to help our clients understand a range of different audiences. These are either primary data sets, like GWI Core, or extensions or add-ons to a primary data set, like GWI Zeitgeist and GWI Gaming.
See the map below for a visual illustration of how different data sets are related:
Extensions, add-ons and primary data sets
Since 2019, we’ve launched a number of recontact studies which use GWI Core - our flagship study of internet users aged 16-64 across 47 markets - as their foundation but explore a particular subject area in greater depth.
Some are extensions of GWI Core. These data sets represent the same universe of internet users aged 16-64 across selected markets and can be used in combination with all core questions. Currently, this includes:
Others are recontact studies of particular sub-audiences (e.g. sports fans) that can be purchased as separate add-ons. These data sets exist separately in our platform and can only be compared with GWI Core data points that have been appended to their respective taxonomies. Right now, this includes:
We also run two entirely separate studies from GWI Core: GWI USA and GWI Kids. Being primary data sets, these data sets can’t be compared with GWI Core or any of its extensions or add-ons.
Comparing results across different data sets
GWI Core covers a wide range of subjects, many of which are covered in more depth in its add-ons or approached from a different angle in GWI USA. In most cases, the story told by each data set will be similar. However, differences in universe and sample, as well as question wording, format and context, mean exact results may vary. For instance, respondents taking part in GWI Sport will be asked a series of questions about sport and will therefore be more focussed on the subject than they would when completing GWI Core, which features a much broader range of subjects. This may aid recall, leading to slight differences in results between the two studies. For more detail on comparing different sources, click here.