GWI Work grants an in-depth view of the professional world, from the tools companies use, to working culture and how purchasing decisions happen.
The most important things to know about GWI Work are:
- It’s international
- It’s annual
- It represents business professionals
- It can be used with GWI Core
- It’s easy to complete
GWI Work is an international dataset, featuring markets from across the world. Details about the markets included, their annual samples as well as what's covered in the data set can be found in our coverage page.
Like all of our international data sets, GWI Work is asked identically everywhere, letting you understand and compare audiences internationally. Surveys are shown to respondents in their local language and brand lists are localised to ensure relevance.
GWI Work runs once a year, presently covering Q3. Previous waves have covered H1 (2019) and Q2 (2020).
Although the past few years have brought drastic changes in work, reflected in our data, working culture is usually slow to change and an annual view is enough to keep abreast of the largest shifts in a post-pandemic world.
It represent business professionals
GWI Work represents internet users aged 18-64 who are “business professionals”.
To figure out exactly what this audience looks like, we create an audience of ‘business professionals’ in GWI Core, who are invited to take part in GWI Work. This audience contains all those who are likely to work with data, analyse information or think creatively. Using this we can create accurate universe sizes for GWI Work, these are weighted by Age, Gender and Education, with other metrics (like seniority) falling out naturally.
This approach to calculating GWI Work is new as of Q3 2022. In previous waves we used a set of screening questions at the start of the survey, for more information please contact your account manager.
We create clear work sector groupings
In GWI Work we group a number of sectors together for ease of use, these are outlined below:
- Arts, Media & Advertising (contains Advertising; Creative Services; Marketing; Media / Journalism / Publishing; and PR / Public Relations)
- Education & Research (contains Education & Teaching; and Research / Science)
- Environment & Resources (contains Agriculture & Forestry; Energy, Mining & Natural Resources; Environment; and Utilities)
- Financial Services (contains Accounting; Banking; Financial Services / Investment; Insurance; and Real Estate / Property)
- Government (contains Government: National or Local)
- Healthcare (contains: Healthcare, Medical & Pharmaceutical Services)
- Legal, Law Enforcement, Military (contains Law Enforcement / Police / Emergency Services; Legal Services; and Military & Armed Forces)
- Management Training (contains Consultancy; HR & Training; and Management and Consulting)
- Manufacturing, Industry & Logistics (contains Automotive; Building / Construction; Engineering; Manufacturing; and Transport & Logistics)
- Non-Profit (contains Charity / Non-Profit)
- Retail, Leisure & Hospitality (contains Consumer Goods; Fashion; Hospitality & Leisure; Retail; and Travel)
- Technology & Communication (contains Electronics; IT; Software Development / Computer Engineering; Technology; and Telecommunications)
It can be used with GWI Core
GWI Work respondents have all completed GWI Core (including the Brand & Media module) at some point in the last twelve months
For example, respondents from Q3 of GWI Work all completed either Q3, Q4, Q1 or Q2 of GWI Core.
This means questions can be compared across the two data sets, letting you combine the depth of GWI Work with the breadth of GWI Core.
Compatible GWI Core questions can be found in the GWI Work taxonomy in the 'GWI Core folder'.
Not all GWI Core questions can be included as:
- Some may not have been asked in the relevant waves
- Others may have been superseded by the more detailed questions asked in GWI Work
Also note that audiences from GWI Core will have to be recreated in GWI Work.
It’s easy to complete
Taking part in GWI Work is a straightforward process for our respondents, and it’s quick to do - completing the survey takes a respondent around 10 minutes.