cpg
Consumer behavior changes fast. Your CPG strategy should keep up.
Understand the consumers driving your category. GWI delivers the human insights CPG brands need to track shifting preferences, identify white space opportunities, and win at shelf and online.
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Track brand health and competitive positioning
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See exactly how consumers perceive your brand compared to competitors across key metrics like awareness, consideration, purchase intent, and loyalty.
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GWI's brand tracking shows you where you're winning, where you're losing ground, and which levers to pull to strengthen your position.
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Monitor brand sentiment in real time and catch shifts before they impact sales.
Spot unmet demand & turn it into your next winning product
Launch products consumers are actively looking for. GWI reveals unmet needs, emerging preferences, and gaps in the market across food, beverage, personal care, and household categories. Validate product concepts, test positioning, validate underserved segments in your category, and prioritize innovation based on real consumer demand (not assumptions).
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Understand what drives discovery, choice and repeat purchase
Map the entire shopper journey from awareness to loyalty. GWI shows you where consumers discover brands, what influences their decisions, which channels they prefer, and what drives repeat purchase. Whether you're optimizing for retail, ecommerce, or omnichannel, you get the shopper insights you need at at every stage - from first impression to repeat purchase.
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Make faster decisions with Agent Spark
Agent Spark, our human insights agent, gives CPG teams instant access to consumer data through natural language. Ask questions in plain English and get accurate, actionable answers in seconds. Whether you're in the GWI platform, ChatGPT, Claude, or Copilot. No waiting for research reports. Just insights, instantly, wherever you work.
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Step into the future of consumer research
Hop on a quick call with one of our friendly platform experts to unlock the power of data-driven decisions.
Understand your category - at global sclae & in depth
GWI covers every major CPG category (food, beverage, personal care, household, pet care) with the depth you need to understand category-specific behaviors and the global scale to track trends across 50+ markets. Whether you're a beverage brand expanding into Asia or a skincare line defending share in Europe, we give you the consumer intelligence to compete.
Beyond purchase
Point-of-sale data tells you what happened. GWI tells you why. We reveal the attitudes, motivations, lifestyle patterns, and media habits behind purchase decisions. You get the full picture of your consumer (not just transaction history). This means you can predict future behavior, not just react to past performance.
Move at the speed of your category
CPG operates on tight timelines. GWI is designed for that pace. Run custom analyses in minutes. Agent Spark answers complex questions in seconds. And our dataset updates quarterly, so you're always working with fresh consumer signals (not stale research from months ago). When your category moves fast, your insights move faster.
Go deeper with custom research - without starting from scratch
Need to go deeper on a specific audience or product concept? GWI's custom research recontacts our Core respondents to give you bespoke insights synchronized with our existing dataset. You get the depth of custom work with the context of our global platform. Perfect for testing new concepts, validating innovation, or understanding niche segments.
Success story
Building a premium spirits brand
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Tequila Avión partnered with GWI to understand tequila drinkers and identify opportunities in the premium spirits category. Using GWI's data on alcohol consumers, lifestyle preferences, and brand perceptions, Avión gained the human insights needed to position their brand, refine messaging, and target the right audiences across key markets.
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Don’t take our word for it
Driving growth, extending reach, and creating impact all start with GWI consumer insights - as our customers make clear.
Step into the future of consumer research
