Build the audience your campaign, pitch, or strategy depends on out of 175,000 profiling points across 50+ markets. Already have a persona? Test it against a group of people you can count.
Get as specific as the work needs
Campaign, pitch or strategy: the work gets sharper when you know exactly who it’s for. Build the group from what they watch, buy and believe, then take it into the plan.
Campaigns
Find out what the group watches, whether they skip the ad or sit through it, and which brands they’d defend, so you plan around how they behave.
Pitches
Profile your own audience, or a prospect’s, and take what defines them into the room.
Strategy
Start from a ready-made GWI segmentation, reshape it around the group you care about, and see what sets them apart.
Built on real human data
Data points a year
45bn
Global markets
100+
Years of survey data
17
Survey responses a year
5.5m+
How profiling works with GWI
Start from scratch, or don’t.
Blank canvas, or take a ready-made GWI segmentation and reshape it around the group you care about.
Layer in anything.
Age and income, yes, but also what they watch on a Sunday, which brands they’d defend in an argument, what influences their next purchase. Combine attributes until the audience is specific enough to act on.
Then take it somewhere.
A summary of what defines the group, or straight into Charts, Dashboards, or Crosstabs when you need the detail.
You can also ask questions about your audience in plain language through Agent Spark, or pull it into your own tools through MCP and our APIs.
Know when an audience gets too narrow
The respondent count updates with every attribute you add, so you’ll see the sample thinning before you commit to it, and know exactly how much weight the audience can take before you build a pitch on it.
Need to go deeper? Our Research Services team can design bespoke research to reach the specific audiences you need, across more than 100 markets — including groups beyond our standard datasets.
How BuzzFeed proved it reaches more than millennials
Tab Item
“We wanted to show who these people are, what they do, what their desires are and what they feel defines them, because they don't just fit within one category.”
BuzzFeed profiled its audience across markets to change how brands saw it as an advertising partner, then took the findings into pitches and won new business with them.
315K+
neighborhoods worldwide
Questions about profiling
Can I build an audience profile myself, or do I need to commission research?
You don’t need to commission anything to start. Build from 175,000 profiling points, or refine a GWI segmentation, in the same session you thought of the question. If you’d like support, our Research Services team can work with you, and we offer custom profiling for harder-to-reach audiences.
How is this different from basic demographic segmentation?
Demographic segmentation shows you a 34-year-old man in Madrid. Profiling tells you he buys secondhand on principle, distrusts influencer recommendations, and found your competitor through a friend. One is who they are on paper. The other is why they’d choose you.