Gwi basics Flashcards
(29 cards)
What are some of GWI’s unique selling points?
-harmonized data set
-global research
-trend-able
-super easy to use platform anyone can use
-custom re contact
How many markets in GWI core
52
What is GWI core’s annual sample?
-950,000 which represents 2.7 billion internet users
How many profiling points in GWI core
57,000
How many brands covered in GWI core
5,000
What age group do GWI’s datasets represent?
All datasets except GWI kids represent internet users age 16-64
Gwi kids: ages 8-15
When was the GWI Core survey launched?
2009
How does GWI ensure that the survey data is accurate
In most markets, we set quotas on age, gender and educational attain. ment. For examole. if 10% of the online population in a given country was comprised of women aged 25-34, wed ensure that 10% of our sample was from this group. This is an example of a quota.
How does Gwi know what the online population of each country looks like?
We use a range of international and national sources (including the World Bank, the UN Population Division, the OECD
Eurostat, government
departments and national statistics sources) to inform our quotas. When recent data isn’t available, we examine past trends and generate forecasts for the current year.
How do we collect the survey data
Once we know who we need to recruit to achieve a representative sample, we instruct our panel partners accord-ingly. Our panel partners are experts at recruiting and managing large panels of respondents. In each market, we typically work with 2-5 panel partners at any given time.
Our panel partners each have their own approach to incentivizing respondents to take part in studies like ours. This could include:
• Monetary payments
•Loyalty points
•Vouchers
• Charity donations
• Competition/sweepstake entry
GWI weights their survey data. Please elaborate. Thanks.
We assign a “weight” to every respondent. In most markets, this is based on their age, gender and education profile. For example, we might know that a female respondent aged
16-24 represents 10,000 similar individuals in a given coun-try. So, each time that respondent selects an option, the corresponding universe size for that option is increased by 10,000.
This is what then gives us the universe figure seen in our platform:
What is first party data
When people voluntarily give their information in exchange for some type of offer.
What is one way that GWI make sure that their GWI USA data is accurate
-By putting weights in quotas on our data to get it as close to the US census data as possible
-we kick our 10% of our data that isn’t logical (like if a 16 year old says they have a PHD or someone answers “a,a,a,a”
How is GWI’s data used in the platform
Consumers are giving us the answers to the surveys, which you’re then able to go into the platform, Manipulate the audiences, and understand them, and get a 360 degree view of whoever you’re looking at.
How many profiling points in GWI USA
42,000
What is the annual sample for GWI USA
80,000, representing 240 million internet users
How often is the survey put out and the information updated for GWI core and USA
4 times per year (once per quarter)
What are some of the categories covered in the GWI core survey
•demographics
•attitudes and interests
•sports and exercise
•lifestyle
•work and professional life
•marketing touch-points
•purchase behavior
•online activities
•social media
•media
•gaming
•segmentation
What demographics can you segment by in GWI USA?
-age
-gender identity
-sexual orientation
-educational attainment
-generational status, including birth place and family origin
-Ethnicity and racial identity
-country of family heritage
-parent/child heritage activities
-Hispanics media consumption
-language preference
-region, state, DMA, county
-living environment
Some examples of attitude and interests covered in GWI USA
-attitudes and self perceptions
-aspirations priorities, and concerns
-religion
-political views
-expectations in the next 6 months
What are some media topics covered in the GWI USA survey?
-TV attitudes
-frequency of:
~watching tv shows
~going to the movies
~engagement with news content and print media
~music and audio behaviors
30+ tv and movie genres
120+ TV channels
35+ streaming and SVOD (subscriber video on demand) services
Brand discovery channels (which media channels they discover brands on)
Social media topics asked about in the GWI USA survey
-Time spent on social media
-content posted and consumed
-brand discovery on social media
-social media attitudes
-reasons for using social media
-social media actions by platform
What is GWI Zeitgeist?
-Released every month, focusing on time sensitive topics.
-you can use the data in the platform with GWI core because it uses the same methodology
-15,000 sample per wave
-12 markets
-30+ new questions per month
-The number of respondents and number of markets covered are increasing every year.
What are the ad-ons for GWI Core?
-spots
-work
-travel
-core plus
-gaming
-alcohol
-automotive
-Zeitgeist (free)
