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GWI’s data sets are structured to provide rich, reliable insights into consumer behaviors and preferences. Here’s a breakdown of how they work and how they can be used together:

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Primary Data Sets

GWI’s primary data sets, such as GWI Core, are independent of each other and are based on surveys conducted with completely separate groups of respondents. This independence ensures that each data set provides unique and focused insights.
DatasetDescriptionNamespace code
GWI CoreOur global study of internet userscore / gwi-ext
GWI KidsAn overview of child internet users aged 8-15gwi-kids
GWI USAA deep-dive into American internet usersgwi-usa / gwi-usa-ext
If you want to learn more about our largest data set GWI Core and a bit more about the research methodology, take a look at this guide

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Add-On Studies

Add-ons are follow-up surveys (called recontact studies) conducted with respondents from the primary data sets. For example, someone who participated in a GWI Core survey may be invited to complete an additional survey for one of our eleven add-ons. These add-ons explore more specialised topics, such as Gaming, Travel, Work, or Luxury.
DatasetDescriptionNamespace code
GWI AlcoholA detailed view of alcohol consumption and purchase behaviorgwi-alcohol
GWI AutomotiveAn exploration of current and prospective car owners and the car purchase journeygwi-automotive
GWI Consumer TechA detailed view of consumer electronic device ownershipgwi-consumer-tech
GWI Core PlusAdditional categories & brands in a selection of marketsgwi-plus
GWI GamingA detailed view of gamers and gaminggwi-gaming
GWI LuxuryA detailed view of preferences and usage of luxury brandsgwi-luxury
GWI MomentsTopical insights on key calendar events, including religious and national holidaysgwi-moments
GWI PulseA dynamic view of the latest trendsNamespace code is different for every weekly release
GWI SportsA detailed view of sports fandom and participationgwi-sports
GWI TravelA deep dive into travel habits and intentgwi-travel
GWI WorkA study of business professionals and the world of workgwi-work
To learn more about GWI’s add-on studies visit our help center documentation below!