GWI

GWI operates a data-and-software business model centred on a proprietary consumer survey asset. It collects and maintains large-scale global survey data, packages that data into subscription software and API products, and augments the platform with managed research services for clients that want interpreted outputs rather than self-service analysis. Value is created by turning continuously refreshed survey responses into usable audience, brand, and market intelligence embedded within customer workflows.

GWI is a UK-headquartered B2B consumer insights company that sells access to a proprietary global survey dataset through a software platform, APIs, integrations, and managed research services. Its core offer is instant access to structured audience and market insight for marketing, media, product, and strategy teams, with tools for crosstabs, dashboards, audience building, and natural-language querying via its AI-assisted Spark product.

The company makes money primarily from recurring enterprise subscriptions for platform and data access, with additional revenue from API and integration access and bespoke research services such as brand tracking, audience profiling, segmentation, and analyst support. Its customers are business users rather than consumers, especially brands, agencies, media planners, researchers, analytics teams, and enterprises that need ongoing consumer intelligence across multiple markets.