GWI
Audience intelligence platforms
- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
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$1,500 per user per year
Free TrialFree version
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- Arts, entertainment, and recreation
- Education and training
- Media and communications
What is GWI
GWI is an audience intelligence platform that provides survey-based consumer insights for market research, brand strategy, and marketing planning. It is used by insights teams, marketers, agencies, and media planners to understand audience demographics, attitudes, behaviors, and media consumption. The product centers on access to a large, structured respondent dataset with filtering, segmentation, and reporting workflows, and it supports exporting insights for use in presentations and downstream tools.
Large survey-based consumer dataset
GWI’s core asset is its ongoing, structured survey data designed for audience profiling and segmentation. This supports analysis of attitudes and self-reported behaviors that are not always available from digital exhaust or social listening sources. The survey methodology also enables consistent question frameworks across markets for trend comparisons.
Strong segmentation and profiling
The platform supports building audience segments and comparing them against a baseline to identify differentiating attributes. Users can profile segments across demographics, psychographics, brand affinities, and media behaviors. This is well-suited to planning use cases such as persona development, campaign targeting hypotheses, and market sizing inputs.
Research workflows and outputs
GWI provides dashboards and reporting-oriented workflows aimed at insights and planning teams. Common outputs include charts, tables, and exports that can be used in presentations and planning documents. These features reduce manual work compared with assembling similar views from multiple point sources.
Self-reported data constraints
Because the data is survey-based, results reflect respondent recall and stated preferences rather than observed behavior. This can introduce bias for sensitive topics or low-salience behaviors. Teams often need to validate findings with first-party analytics, transaction data, or measurement platforms.
Limited activation and orchestration
GWI primarily supports insight generation rather than end-to-end audience activation. Compared with platforms focused on media execution or customer data orchestration, it typically requires exporting segments and translating them into activation audiences elsewhere. This can add operational steps and potential mismatch between research segments and addressable media IDs.
Methodology and coverage fit
The usefulness of results depends on market coverage, sample sizes, and the availability of specific questions relevant to a use case. Some niche B2B, local-market, or highly specialized audiences may not be represented at the granularity required. Buyers usually need to review documentation on sampling, weighting, and fieldwork cadence for their target regions.
Plan & Pricing
| Plan | Price | Key features & notes |
|---|---|---|
| Free | $0 / month | Access to GWI Spark (limited); 10 Agent Spark prompts per month (per pricing page); Unlimited GWI Canvas decks; generate charts (limited). |
| Plus | $150 / user / month (monthly) or $1,500 / user / year (annual, save 15%) | All Free features plus unlimited Agent Spark prompts; save & export charts; unlimited GWI Canvas decks; purchase directly on website. |
| Teams | Custom pricing (contact sales) | Collaboration-focused: view-only access to shared dashboards; add saved audiences to Agent Spark prompts; multi-user discounts; requires contacting sales. |
| Pro | Custom pricing (contact sales) | Full platform access: access to Audiences, Crosstabs, full Charts; up to 250,000 profiling points; option to add additional data (additional fees); enterprise support options. |
Seller details
GWI
London, United Kingdom
2009
Private
https://www.gwi.com/
https://x.com/GWI_insights
https://www.linkedin.com/company/gwi
