Research services

Custom research built around your questions

Diagram showing a black rounded rectangle labeled 'You' branching into three white rectangular boxes with question marks, all connecting to a central pink icon with abstract shapes, which then connects to a larger white interface panel on the right with three separate sections containing pink and gray text lines and input elements, representing a data or feedback flow process.

Some questions need more than an off-the-shelf data set. We design custom research around the audience, market or business questions you need to answer.

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For the questions only you need answered

Reach a niche audience. Explore a new market. Track your brand. Test an idea. Map what really drives a purchase amongst a demographic. Whatever you need to find out, we can build the research around it.

What do you need to find out?

Gen Z in Brazil profiled beyond age and location, adding their values, motivations and habits.

Go deeper on your audience

Ask the questions our standard data sets don’t cover and build a more detailed picture of the people you need to understand.

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A point on a tracker trend line linked to a card showing the people behind it and their shopping and device habits.

See what’s really moving your brand

Track the metrics that matter to you, understand what sits behind them and see how things are changing over time.

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Video, display and social ads feeding into campaign uplift results of +12%, +8% and +5%.

What has your campaign actually changed?

Measure campaign impact across channels and understand how your advertising moved the brand metrics that matter.

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One audience segment selected from a list of three and expanded into a detailed profile of its key attributes.

Create audience segments you can understand and use

Build distinct consumer segments, then use 57,000+ profiling points from GWI Core to understand who they are, what matters to them and how to reach them.

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Concepts A, B and C ranked by score, with Concept B first on 84, Concept A second on 71 and Concept C third on 58.

Know what lands before you launch

Put ideas in front of the people you want to reach, compare concepts, then overlay the results with GWI data for wider context.

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Three purchase drivers leading to a purchase, while a fourth path ends in a drop-off.

See what really drives the decision

Map the path to purchase, find where people drop out and uncover the moments that make the difference.

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A GWI analyst returning completed analysis with a bar chart and a checklist of finished tasks.

Get the answer without doing all the analysis

Our in-house experts work as an extension of your team, turning your data into clear answers and ready-to-share reports, decks and presentations.

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Not all questions fit into neat boxes

If you need to reach a hard-to-find audience, cover a market outside our standard data sets or answer a question we haven’t listed, bring it to us. We’ll work out the right research approach.

Built around what you need to know

Every project starts with the questions you want answered. From there, we build the right audience and research approach. This could include going back to existing GWI respondents, recruiting a fresh sample, or combining the two.

Then we give you the data in a form you can use, whether you want to explore it yourself or have our experts turn it into something ready to share.

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Research built for some of the world’s biggest brands