How we collect, structure, and check the data, so nobody can dismiss the number you put in front of them.
Built on a lot of real answers
Data points a year
45bn
Global markets
100+
Years of survey data
17
Survey responses a year
5.5m+
Method is the proof
You've seen data oversold before. A headline figure that looked authoritative until someone asked where it came from, and the answer turned out to be modeled, inferred, scraped, or stretched from whichever sample was cheapest. AI raises the stakes, because your AI is only as human as the data it learns from, and most of what these tools learn from can't be traced to anyone at all.
Here's where ours comes from.
How GWI collects, structures, and checks its data
We own the method end to end
GWI runs its own surveys rather than buying data in. We write every question, program every study, set every quota, run our own surveying platform, process results through our own pipelines, and check quality at each step. There's no supplier to point at.
How we collect it
5.5 million interviews a year across our syndicated and custom datasets, through GWI's own online surveys, on a consistent and repeatable basis.
How we build the sample
Samples are built on quota research across age, gender, education, region, and ethnicity, with respondents recruited through vetted, double opt-in panel providers. You get a genuine cross-section rather than a convenient one, at a sample size that holds when someone checks it.
Every answer is volunteered, given directly by a person who agreed to take part. Nothing is inferred, tracked, or scraped.
How we keep it consistent across markets
Every respondent answers in their native language, with expert translation to keep meaning consistent. Questionnaires are designed around local cultural differences rather than written in one country and exported. The data stays comparable across all 53 markets, so a comparison between two countries means something.
How we check quality
Questions are neutral, non-leading, and tested for comprehension. Proprietary forecasting models hold strict quotas so samples stay representative. In-field and post-field checks remove inattentive responses along with AI and automated fraud. And 15+ years of trended data gives us a baseline to check that what we collect is authentic.
How we keep it current
Data is collected daily and published weekly, with samples refreshed on a consistent basis. No manual re-exports to keep your numbers up to date.
Your due diligence questions, answered
Where does GWI's data come from?
From GWI's own online surveys. We conduct 5.5 million interviews a year on a consistent, repeatable basis, and GWI writes the questions, programs the studies, and runs the surveying platform itself. Nothing is bought in.
Is GWI's data modeled, inferred, or scraped?
No. Every answer is volunteered directly by a person who agreed to take part, so nothing is inferred, tracked, or scraped. Every figure traces back to a source. For how that data is handled and protected, our Trust center has the detail.
How does GWI make its sample representative?
Samples are built on quota research across age, gender, education, region, and ethnicity, with respondents recruited through vetted panel providers. Proprietary forecasting models hold strict, up-to-date quotas, so the sample stays a genuine cross-section.
How does GWI keep data consistent across markets?
Respondents answer in their native language, with expert translation for consistency, and questionnaires are designed around local cultural differences. The data stays comparable across all 53 markets, so regional, global, and country-to-country analysis holds up.
What quality checks does GWI run?
Questions are neutral, non-leading, and tested for comprehension. In-field and post-field checks remove inattentive responses along with AI and automated fraud, and 15+ years of data gives GWI a baseline to check authenticity.
How often is the data refreshed?
Data is collected daily and published weekly, with samples refreshed on a consistent basis. That adds up to 45 billion+ data points a year.
Can I extend the core data with my own research?
Yes. Recontact lets you match your audiences against the 57,000 profiling points in GWI Core and re-interview people who have already completed research. Custom research goes further for a specific job, with fresh or blended samples reaching over 100 markets.
Can I use GWI data to ground my AI?
Yes. Plug GWI into the AI tools your team already uses, so the answers come back to surveyed people instead of whatever the model picked up in training. Our Platform API documentation covers how.