- What is GWI Zeitgeist?
- What is the sample size for GWI Zeitgeist?
- What topics / questions are included in GWI Zeitgeist?
- When is the data for GWI Zeitgeist released?
- Are there plans to expand GWI Zeitgeist into other markets?
- Can I use my GWI Core audiences with this data?
- Can I compare data in one month against another?
- Can I trend Zeitgeist data over time?
- Which wave(s) should I have applied when using GWI Zeitgeist?
What is GWI Zeitgeist?
GWI Zeitgeist is a monthly recontact of GWI Core respondents. Each month focuses on a different set of topical, time-sensitive, and relevant topics.
What is the sample size for GWI Zeitgeist?
As of January 2022, we contact over 12,000 respondents across nine countries each month. Below is the breakdown of sample size per market:
| US | 2,000 |
| UK | 2,000 |
| Germany | 1,000 |
| France | 1,000 |
| India | 2,000 |
| Italy | 1,000 |
| Brazil | 1,000 |
| Japan | 750 |
| China | 2,000 |
All respondents have also completed a recent wave of GWI Core (including the Brand & Media module).
What topics / questions are included in GWI Zeitgeist?
Zeitgeist covers recent and topical trends and because of that, we don’t repeat the same questions. Generally, we cover the following subjects:
- Large-scale high-interest topics (i.e. COVID-19, inflation)
- Tentpole moments (i.e. climate change via COP26)
- Large but infrequent events (i.e. the World Cup, Olympics, current events)
- Seasonal events that are widely celebrated and have strong commercial angles (i.e. New Year's’ Resolutions, Black Friday)
If you are interested in adding a topic or question, please contact your account representative
When is the data for GWI Zeitgeist released?
Zeitgeist data for a particular month is released within a month, in the following month. For example, the January Zeitgeist is released in February.
Are there plans to expand GWI Zeitgeist into other markets?
GWI Zeitgeist's coverage has already expanded from just the US and UK to a total of 9 markets in the span of one year, and it is our intention to keep this number growing. We intend to add the following countries/samples in second half of 2022:
- Singapore with a sample of 500
- Australia with a sample of 1,000
- Canada with a sample of 1,000
- Mexico with a sample of 1,000
Can I use my GWI Core audiences with GWI Zeitgeist?
Yes! All your existing audiences that work in the latest wave of GWI Core will work with GWI Zeitgeist. This includes audiences that use data points from the Brand & Media module. You can also compare GWI Core data points with GWI Zeitgeist data points in chart builder and crosstabs.
Can I compare data from one month against another?
No. We interview a different set of GWI Core respondents each month, so it is not possible to combine data from one month to the next (e.g. You cannot build an audience out of August data and apply it to September questions).
Can I trend Zeitgeist data over time?
No, each wave of GWI Zeitgeist features new questions so it’s not possible to trend data. Sometimes we’ll revisit the same subjects to see how things have changed, but there’s no guarantee this will happen with all GWI Zeitgeist questions.
Which Core wave(s) should I have applied when using GWI Zeitgeist?
You can check the correct Core wave to apply when selecting any Zeitgeist question and clicking “View Question”...
And selecting “Waves”.
