We produce several data sets to help you understand a range of different audiences. These are either primary data sets or add-ons.
Our primary data sets are independent of each other, with their respective surveys being fielded among entirely separate samples of respondents.
Our add-ons on the other hand are all recontact studies - that means we recontact respondents from one of our primary data sets and ask them if they'd like to take part in another survey.
You can compare add-ons with their primary data set
Nine of our add-ons are recontacts of GWI Core (Core Plus, Zeitgeist, Work, Sport, Gaming, Travel, Alcohol, Automotive and Consumer Tech), while GWI USA Plus is an add-on of GWI USA. This means you can combine questions/data from Core or USA with their respective add-ons.
Exactly how this works in practice varies by add-on. Zeitgeist and Core Plus can be combined directly with GWI Core in our platform, while the remaining Core add-ons have compatible Core questions appended to their respective taxonomies.
GWI USA Plus can be combined with GWI USA, see the USA Plus page for more detail.
You may see differences when making comparisons across data sets
In most cases, the story told by each of our data sets will be similar. However, differences in universe and sample, as well as question wording, format and context, mean exact results may vary. For more information on comparing different sources, click here.
Want to know more?
Click on the below links to find out more about each of our three primary data sets and ten add-ons, including sample sizes, how we recontact respondents and who we aim to represent.
- GWI Core
- GWI Core Plus
- GWI Gaming
- GWI Sports
- GWI Travel
- GWI Zeitgeist
- GWI Work
- GWI Alcohol
- GWI Automotive
- GWI Consumer Tech
- GWI USA
- GWI USA Plus
- GWI Kids