- Business Intelligence
- Cloud
- Data Mediation Platform
- Datasets
- Enterprise
- Market
- Network Operator
- Segmentation
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Who is GWI?
GWI (GlobalWebIndex) is a market and audience research company that provides data, analytics, and survey-based insights on digital consumers to enterprises, agencies, and publishers.
- Global consumer survey data and analytics on online behavior, attitudes, and demographics (market research / audience intelligence).
- Web-based platform for querying, segmenting, and visualizing audience datasets (analytics / BI tooling).
- Custom research services for enterprise clients, including tailored surveys and audience studies (consulting / research services).
- APIs and data delivery options for integrating audience data into internal analytics stacks and workflows (data-as-a-service).
- Audience profiling for advertising, media planning, and marketing strategy use cases (adtech / martech enablement).
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More About GWI
GWI focuses on survey-based audience data and analytics that enterprises, agencies, and media owners use to understand how consumers behave and engage across digital channels. Its core offering centers on large-scale, structured survey datasets that cover topics such as media consumption, device usage, e-commerce behavior, and attitudes toward brands and products. Enterprise technical teams typically access this data through a web platform and data delivery mechanisms that fit into broader business intelligence and marketing technology environments.
The company’s platform operates in the enterprise analytics and audience intelligence category, with functionality that supports audience segmentation, trend analysis, and cross-tabulation across multiple demographic and behavioral attributes. Users can construct queries, build segments, and export datasets to external environments, such as data warehouses or visualization tools. This aligns with standard architectures where marketing, analytics, and data science teams integrate third-party research data into their own reporting, modeling, and campaign-planning workflows.
GWI also supports data access patterns and formats that are familiar to enterprise IT teams, such as CSV or similar tabular exports, dashboards rendered in a browser-based interface, and programmatic access through APIs (data-as-a-service). These access options allow organizations to combine GWI’s survey data with first-party data held in CRM, CDP, Data Mediation Platform (DMP), or broader cloud data platforms. In this context, GWI data can be used as an enrichment layer for audience insight, planning, and measurement, complementing analytics and attribution tools already deployed within the enterprise stack.
From a marketplace categorization standpoint, GWI can be placed within market research (syndicated research and custom studies), audience intelligence (digital consumer data and profiling), and martech/adtech enablement (supporting media planning, audience targeting strategy, and campaign reporting). Its offerings are distinct from execution platforms such as ad servers or DSPs; instead, GWI’s role centers on providing upstream data and insight that inform how and where to invest media and marketing resources. Enterprises and agencies use the platform to understand audience size, overlap, and characteristics across markets, which can support strategy design, portfolio decisions, and communication planning.
Technical stakeholders evaluating GWI typically consider data coverage (markets, demographics, survey topics), update cadence, and integration options with existing BI and data platforms. Because the data is survey-based, organizations often position GWI as complementary to log-level or event-based data from analytics and advertising systems, using it to provide context and attitudinal perspectives that are not available from behavioral tracking alone.
Our description of GWI. Updated December 2025.
