GWI is a global consumer research platform that provides instant access to data that represents the views, behaviors, and interests of over 3B consumers. Read on to find out what makes brands like Google, Spotify, and Microsoft choose GWI, and see how we stack up against YouGov.
Picking the right consumer research platform to support your brand’s growth, reach, and impact is a big decision. That’s why we've built this comparison to make it easier for you when trying to choose the right partner for your needs.
GWI is used by forward-thinking agencies, brands, and media companies that need in-depth insights on the latest consumer trends - fast. We provide users with fresh, harmonized data in a few quick clicks on our easy-to-use platform that supports both beginners and advanced researchers.
What GWI does GWI is modernized consumer research – global, on-demand, and accessible to everyone, not just data experts. We use active data collection and surveys representing over 3B consumers to give you answers in the moment you need them, meaning no more waiting weeks or even months (as with traditional market research) to get exactly what you need.
What YouGov does YouGov is an international online research data and analytics technology group that provides “living data” to help brands, media owners, and agencies track public opinion. The company started out in political opinion polling and has grown to cover public affairs, products, and more.
To give you the best like-for-like comparison, here we’re focusing on our global data set GWI Core, our flagship survey of online audiences, covering 50+ markets worldwide, versus YouGov Profiles.
GWI is modernized consumer research – global, on-demand, and accessible to everyone, not just data experts. We use active data collection and surveys representing over 2.8 billion consumers to give you answers in the moment you need them, meaning no more waiting weeks or even months (as with traditional market research) to get exactly what you need.
YouGov is an international online research data and analytics technology group that provides “living data” to help brands, media owners, and agencies track public opinion. The company started out in political opinion polling and has grown to cover public affairs, products, and more.
To give you the best like-for-like comparison, here we’re focusing on our global data set GWI Core, our flagship survey of online audiences, covering 53 markets worldwide, versus YouGov Profiles.
Markets: 53
Markets: 49
Profiles started in 2015
It’s possible to add sectors to their syndicated brand tracker
GWI’s instant charts
GWI Spark
Choose from a wide range of market research services solutions on request, including audience profiling, customer segmentation, and brand tracking
Get a sneak peek of the platform with our interactive demo. No sign up required
None that we’re aware of*
Custom research is available including targeting, segmentation, sample framing, and questionnaire design
Profiles Lite lets you explore resources about your audience
SaaS cost-per-user model
Generally a flat fee for unlimited users; though YouGov offers some flexible pricing models
Consistent, tracked data, released
in quarterly waves since 2009
Profiles started in 2015
GWI’s instant charts
GWI Spark
None that we're aware of*
*Based on a review of publicly accessible information on YouGov’s website
Choose from a wide range of market research services,
including audience profiling,
customer segmentation, and brand tracking
Custom research is available including targeting, segmentation, sample framing, and questionnaire design
See what our customers really think and how we can help your business.
Jump right into the trends with globally-consistent, harmonized data updated quarterly. Our survey participants are asked the same questions, at the same time, across all markets and they answer every single question which means you get the full picture on your audience with data that’s consistently reliable, accurate, and up-to-date.
Our data was built from the ground up to give users the ability to trend and compare across markets in the same view. Our flagship survey gives you the power to go beyond basic demographics with fresh insights from 53 markets and sector-specific data sets that help you dig deeper into the topics you care about most.
Our platform was designed to help you compare markets and track trending data with speed and ease, so you don’t have to be a research expert to really understand your audience. With instant access to smart tools, AI-powered features, and sharing capabilities, you can explore any audience, market, or industry in a flash.
From the get-go, GWI was built to help marketing professionals, brands, and agencies take the guesswork out of marketing and advertising, and waste less spend on the wrong audience. YouGov was initially focused on politics, harnessing survey data to offer predictions around upcoming elections and subsequently expanded through various additions and product launches to provide a broader consumer-focused view. Our self-serve insights put your team in the driver’s seat so you can craft better campaigns, expand into new markets, and outsmart the competition.
Success story
Independent agency, Bright/Shift, used GWI to shape a high-impact go-to-market strategy for their sustainable furniture client, generating 41k in revenue in the first month.
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