Individual, anonymized responses from GWI’s human-verified, globally harmonized panel, delivered to your cloud environment. Combine them with your customer data, create custom segments, and feed your models.
Granular data from real respondents in every market
Every row is a real, verified respondent, profiled across attitudes, behaviors, brands, and media, and asked the same questions in every market. That consistency is what makes the segments and models built on it dependable.
It covers GWI’s full range of datasets, from syndicated research to specialist add-ons.
The scale of GWI’s human data
Data points a year
45bn
Global markets
100+
Years of survey data
17
Survey responses a year
5.5m+
Build segments, models, and fusions on data you can rely on
Feed propensity, regression, and marketing-mix models one row per person, so the attitudes behind a choice sit in the model next to the behavior you already track.
Connect your customer data to real survey responses, so what customers bought sits beside what people like them think, watch, and believe, benchmarked against the wider market.
Define and cut segments from real people’s attitudes, behaviors, and media habits. Because the questions are harmonized across every market, a segment stays comparable wherever you use it.
Delivered to your cloud, ready to build on
Choose the datasets and markets you need, and GWI delivers them to your cloud environment, including through Snowflake Marketplace. Join them with your first-party data, or run them behind the dashboards and tools your teams already use.
What a respondent looks like
One row is one respondent: their demographics, the brands they know and use, what they buy and watch, and the attitudes behind it, plus the market and wave they answered in. Every question they were asked sits on the same row.
Privacy built in
Responses are anonymized, with personal identifiers removed, and delivered in line with privacy requirements in each market.
The aggregated numbers, or the individual rows?
It’s the same GWI data at two levels of detail. Which one you need depends on what you’re building.
Platform API
“62% of home cooks bought a meal kit last month.”
GWI’s aggregated numbers for the audiences you define, delivered into your systems.
Explore Platform API
Respondent-level data
“Show me the respondents who make up that 62%.”
The individual, anonymized rows behind those numbers, for when you need to model, fuse, and segment at the individual level.
Got questions? We've got answers
Where does the data live?
GWI delivers respondent-level data to your cloud environment, including through Snowflake Marketplace.
Is the data anonymized?
Yes. Personal identifiers are removed, and the data is delivered in line with privacy requirements in each market.
Which GWI datasets are available?
Respondent-level data covers GWI’s syndicated datasets, including add-ons, as well as custom research. Availability depends on the datasets and markets in your account.
Can I combine GWI data with my own?
Yes. Bring GWI responses into your environment alongside your first-party data, such as CRM, loyalty, or sales data, for benchmarking, segmentation, and modeling.
How do I get started?
Tell us what you’re building and which data you need, and we’ll help you find the right datasets and delivery route.