What is GWI Work?
GWI work is a GWI Core add-on that asks business professionals about their work lives.
Which markets is GWI Work fielded in?
GWI Work is fielded in 17 markets: Australia, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Mexico, Russia, Singapore, Spain, UK and USA.
How often is GWI Work updated?
GWI Work is updated annually. The GWI Work study was fielded for the first time in H1 2019 and again in Q2 2020, and Q3 2021.
What is the sample size for GWI work?
The approximate sample size per wave per market for GWI Work is:
| Australia | 1,250 | Japan | 1,100 |
| Brazil | 1,500 | Malaysia | 1,000 |
| Canada | 1,100 | Mexico | 1,100 |
| China | 3,400 | Russia | 1,100 |
| France | 1,400 | Singapore | 1,100 |
| Germany | 1,600 | Spain | 1,400 |
| India | 2,200 | UK | 3,100 |
| Indonesia | 1,100 | USA | 4,000 |
| Italy | 1,100 |
Who is represented by GWI Work?
GWI Work represents business professionals. Business professionals are defined as internet users aged 16-64 who selected one of the following in GWI Core:
- Full-time worker
- Part-time worker
- Self-employed
- Freelancer / Consultant
- Business owner / Entrepreneur
And who also selected one of following as their current role:
- Executive Management (e.g. President / Partner, CEO, CFO, C-Suite)
- Senior Management (e.g. Executive VP, Senior VP)
- Management (e.g. Department / Group Manager, VP)
- Project Manager (e.g. Project Director, Team Leader)
- Supervisor / Junior Manager / Administrator
- Professional (e.g. Accountant, Analyst)
- Office Worker
- General Staff*
- Skilled Manual Worker (e.g. Tradesperson, Craftsperson)*
- Semi-Skilled Worker or Laborer (e.g. Factory Worker)*
- Other*
Those who selected General Staff, Skilled Manual Worker, Semi-Skilled Worker / Laborer or Other were shown another question asking if their typical week at work required them to "work with data, analyze information, or think creatively".
Have GWI Work respondents already completed GWI Core?
Everybody who takes part in GWI Work has already taken GWI Core, including the brand & media module, at some point in the last 12 months.
Everyone who took part in the first wave had completed GWI Core in either Q3 2018, Q4 2018, Q1 2019 or Q2 2019. Everyone who took part in the second wave had completed GWI Core in either Q3 2019, Q4 2019, Q1 2020 or Q2 2020.
Are all GWI Core questions included in GWI Work?
Most GWI Core questions are included in GWI Work, but there are a few exceptions:
- We don’t include questions from the ‘professional life’ section of GWI Core as these questions are asked in much more detail in GWI Work.
- We only include questions that were asked in all GWI Core waves from which respondents originated. This means that, for any given wave of GWI Work, there will be a small number of newer GWI Core questions that are not included as not all respondents answered them. Such questions will be included in future waves.
- Because GWI Core is so large, we don’t include questions which we don’t feel are relevant. We can however make these questions available on request.
Can I use my GWI Core audiences with GWI Work?
As the data sets are processed separately, you can’t use GWI Core audiences with GWI Work. Any GWI Core audiences you wish to use will have to be remade in GWI Work.
How are the universe sizes for GWI Work calculated?
First, we create an audience of business professionals in GWI Core. This audience has a universe projection based on age, gender and education. We then look at how many of these respondents qualify to take part in the GWI Work survey. This gives us an incidence rate, which we apply to our business professionals audience to get our final universe size.
Can I still use GWI Core to create professional audiences, or should I only use GWI Work?
The introduction of our GWI Work data set does not mean that professional audiences made using GWI Core are no longer useful, nor is it the case that one data set is more accurate than the other. Rather, GWI Core contains a large amount of information across a broad range of topics and markets, making it suited to a wide variety of applications. GWI Work on the other hand allows you to go into far greater depth on one specific audience; business professionals.
Is the GWI Work data set weighted by industry or seniority?
No, the weighting is based on the age, gender and educational attainment levels of respondents. All other areas, including industry or seniority, are based on natural fall-out. This was a deliberate decision, as trying to apply any weighting for areas such as industry or seniority would inevitably involve subjectivity and could easily be influenced by preconceived ideas about what a B2B sample should look like.
How are the GWI Work Sector Groupings defined?
The GWI Work Sector Groupings are defined as 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)