GWI

The company operates a data-and-software business model built on proprietary, large-scale consumer surveys. It designs and fields recurring online questionnaires across many markets, standardises and maintains the resulting datasets, and packages them into a browser-based analytics platform. Users can build and analyse audience segments, overlay vertical datasets (such as gaming), and convert insights into charts, decks, and summaries, including via AI assistants.

Value is created by providing decision-makers with comparable, privacy-compliant, human-surveyed audience data and tools that reduce the time and cost of market research and planning. Value is captured through recurring subscriptions to the platform, per-seat or plan-based access to data and features, and incremental fees for additional datasets, projects, or higher usage tiers.

GWI is a UK-based consumer research and analytics company that runs large-scale, ongoing online surveys and sells access to the resulting datasets and analytics tools. Its flagship global survey underpins a web platform that lets customers profile audiences, run cross-tabs, and generate reports on consumer behaviour, media consumption, and attitudes across markets, with vertical add-ons such as gaming.

The company generates revenue primarily from business customers via subscription access to its data and software platform, with tiered plans from free/low-cost self-serve through to enterprise agreements. Paid plans unlock broader datasets, higher usage limits, premium features, and vertical datasets, and the firm also appears to monetise bespoke or add-on research. Typical customers are brands, media agencies, publishers, and insight/strategy teams that need standardised, survey-based audience data for planning and decision-making.