Global Web Index

What Global Web Index does

GWI (legally Trendstream Limited in the UK, GlobalWebIndex Inc in the US, both wholly owned by GlobalWebIndex Holdings Limited) is a London-headquartered SaaS and data company that sells syndicated consumer-insight subscriptions to brands, agencies, media organizations, and sports, gaming, and finance teams. The company operates a global online survey panel covering 52 markets representing roughly 2.8 billion people, conducting over 2 million interviews per year and aggregating 35 billion data points refreshed quarterly across four data waves, with 15+ years of trended history.

The core product is the GWI Platform, an on-demand consumer-insights workspace offering interest, attitude, and buying-habit exploration across 50+ markets. Adjacent offerings include Respondent Level Data (RLD) for individual-level analytics, Audience Activation, Fusions (data-partnership combinations), Brand Tracking, Segmentation, Audience Profiling, Ad Effectiveness, Concept Testing, Analyst Hours, Synthetic Audiences, Retail Media Data, and GWIQ (a cookie-based advertising-effectiveness service). GWI sells API access on a subscription basis and embeds insights directly into client systems, dashboards, and AI tools. In 2025 the company launched Agent Spark, a conversational AI-powered insights analyst that queries the 35-billion-point survey corpus to deliver analyst-quality answers in natural language without using web-scraped prompts.

GWI monetizes primarily through multi-year enterprise subscriptions to the Platform and APIs (continuous access during the subscription term), professional services for custom research, integrations revenue, and data-monetization streams from pseudonymized RLD and custom activations — supplying pseudonymized respondent-level data to major advertising holding companies including Publicis (Epsilon), WPP, IPG, Omnicom, and Accenture, as well as to the global professional services firm Accenture. Go-to-market combines enterprise field sales with 30-minute tailored demos, inside sales, an API-first distribution model, and a product-led-growth self-serve surface for smaller teams, supported by a GWI Partner Program for resellers. Customers include agencies (Passion Digital), social platforms (Nextdoor), and sports organizations (One Championship), with additional insights referenced by Threads and Bluesky. The company employs 501–1,000 people globally across London, New York, Athens, Prague, and Singapore.

Name

Global Web Index

Legal name

Trendstream Limited

Website

https://gwi.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

501–1,000 employees

Short description

GWI is a London-based SaaS consumer-insights company that surveys over 2 million people annually across 52 markets. It sells subscription access to a 35-billion-data-point platform with AI analytics, serving brands, agencies, media, sports, gaming, and finance teams worldwide.

Ownership category

akta.pro rank

Product category

Consumer Insights Platform

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Research and Public Opinion Polling (54191), Marketing Consulting Services (541613), Software Publishers (513210)

SIC

Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Data, Analytics & AI Consulting (BPAHAEAF)

Keywords

• Consumer insights platform
• Audience intelligence software
• Syndicated market research
• Survey data analytics
• Consumer behavior data

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Platform Subscription: Subscription-based access to GWI Platform during defined subscription term. Enables continuous access to syndicated data for internal analysis, decision-making, and external sales/marketing activities by quotation or reference.
2. API Access: Technology-enabled access to human insights via APIs, sold on subscription basis for defined term.
3. Research & Insights Services: Custom market research studies to complement syndicated data. Includes custom survey activations and bespoke research delivered via Anonymous RLD or hosted on Platform.
4. Integrations: Embedding insights directly into client systems, dashboards, and AI tools through integrations.
5. Pseudonymized RLD & Custom Activations: Non-core services providing pseudonymized respondent-level data and custom activation services with specific privacy terms.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels8 records

Core offering

GWI operates an on-demand SaaS consumer insights platform built on a syndicated global survey panel covering 50+ markets, 2M+ annual interviews, and 35 billion data points refreshed four times per year. Its Agent Spark AI analyst delivers conversational answers grounded in verified human survey data, while Respondent Level Data (RLD), Audience Activation, Fusions, and custom Research & Insights services extend the platform into programmatic access, activation, and bespoke studies for brands, agencies, and media organizations.

Product overview

GWI is a human insights company operating a multi-layered platform offering syndicated consumer data and technology-enabled research services. The core product is the GWI Platform, which provides on-demand access to consumer insights from over 2 million annual interviews covering 50+ global markets. Agent Spark is the company's AI-powered insights analyst that provides conversational access to 35 billion data points of verified human insights. Additional offerings include Respondent Level Data (RLD) for individual-level analysis, Audience Activation for targeting, Fusions for data partnerships, and specialized Research & Insights services including Brand Tracking, Segmentation, Ad Effectiveness, Concept Testing, and Analyst Hours. Services are delivered through SaaS, APIs, and AI integrations.

Differentiator

Problem solved

Functional benefit

Brands

• Agent Spark: AI-powered insights analyst that provides fast, data-backed answers from consumer insights data
• GWI Platform
• GWIQ
• Respondent Level Data (RLD)

Products and services

• Agent Spark AI-powered conversational insights analyst that lets teams query GWI's 35 billion data points of verified human survey data in natural language, delivering analyst-quality answers for profiling, strategy testing, and trend discovery. Targeted at marketing, research, product, and strategy teams at brands, agencies, and media organizations.
• GWI Platform On-demand consumer insights SaaS platform enabling exploration of interests, attitudes, and buying habits across 50+ markets, with 15+ years of trended data and four data waves per year. Designed for brands, agencies, media, sports, gaming, and finance organizations seeking syndicated audience intelligence.
• Respondent Level Data (RLD) Individual-level survey response data delivered in anonymized or pseudonymized formats, enabling advanced analytics, modeling, lookalike audience creation, and bespoke research for enterprise clients.
• Audience Activation Service enabling clients to activate GWI audience segments for targeted advertising and marketing campaigns across digital channels, leveraging consumer insight data for media activation.
• Fusions Data Partnerships Data fusion partnerships combining GWI's syndicated survey data with third-party datasets to create enhanced audience insights products for clients.
• Synthetic Audiences AI-generated audience segments derived from GWI's real human insight data, used to simulate or supplement survey-based audiences for testing and modeling purposes.
• Retail Media Data Consumer insights specific to retail media networks and shopper behavior, used for retail media planning, optimization, and advertiser insights.
• Brand Tracking Continuous monitoring of brand performance metrics and consumer perceptions across target audiences via custom research engagements.
• Market Segmentation Custom segmentation service identifying and characterizing distinct consumer groups based on behaviors, attitudes, and demographics.
• Audience Profiling Detailed profiling of target audiences covering interests, attitudes, device usage, and media consumption patterns, delivered as bespoke studies.
• Ad Effectiveness (GWIQ) Measurement and analysis of advertising campaign performance, including cookie-based audience validation and exposure tracking via the GWIQ service.
• Concept Testing Custom research service to test and validate product concepts, messaging, and creative with target consumers using GWI's panel infrastructure.
• Analyst Hours On-demand access to GWI research analysts for custom analysis, reporting, and strategic consulting engagements.

Quantifiable outcome

• 300% increase in organic visibility for digital agency using GWI audience insights
• +3 more outcomes

Named customers5 records

Segments9 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core and supporting.

• Publicis Groupe (including Epsilon Data Management LLC)coreStrategic or Co-development PartnerMajor advertising and marketing services holding company receiving pseudonymized RLD data under contractual arrangements. Includes Epsilon for data management services. GWI provides seed data and lookalike modeling capabilities.
• The Interpublic Group of CompaniescoreStrategic or Co-development PartnerGlobal advertising and marketing services holding company receiving pseudonymized RLD data for analytics, modeling, and marketing purposes.
• WPPcoreStrategic or Co-development PartnerMultinational communications services company receiving pseudonymized RLD data for research, analytics, and marketing purposes.
• AccenturecoreStrategic or Co-development PartnerGlobal professional services company receiving pseudonymized RLD data for research and analytics purposes.
• Omnicom Media Group Holding Inc.coreStrategic or Co-development PartnerGlobal media, marketing, and healthcare communications company receiving pseudonymized RLD data for advertising and marketing purposes.
• Third Party Panel ProviderscoreTechnology or IntegrationIndependent panel providers facilitating survey completion by consumers globally. Provide panel IDs enabling respondent identification and recontacting for additional surveys. Essential for GWI's syndicated survey model.
• Survey Scripting Tool PartnerssupportingTechnology or IntegrationThird-party software tools used to create and host surveys. Alternative to GWI's own messaging tool.
• Translation PartnerssupportingTechnology or IntegrationTranslation service providers enabling surveys to be conducted in multiple languages across GWI's 50+ markets.
• Fingerprint (FingerprintJS Inc.)supportingTechnology or IntegrationThird-party service provider engaged to provide device fingerprinting services for Platform domains (app.globalwebindex.com and signin.globalwebindex.com) to ensure secure access.
• Data Partnerships (Fusions)coreStrategic or Co-development PartnerData integration partnerships enabling combination of GWI syndicated data with other datasets to create enhanced market research products.
• GWI Partner ProgramsupportingChannel Partner/ Reseller/ DistributorFormal partner program for organizations looking to resell or distribute GWI insights services.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• YouGov: YouGov operates a global syndicated consumer research panel with products spanning audience profiling, brand tracking, and custom research. It is the closest direct competitor to GWI given its shared emphasis on direct-to-consumer surveys and audience intelligence for brands and agencies.

Broad incumbents

• Nielsen (NielsenIQ): Nielsen is a large-scale audience measurement and consumer intelligence incumbent with deep relationships across CPG, retail, and media. While its portfolio spans broader measurement, its consumer research products compete directly with GWI's syndicated insights.
• Ipsos: Ipsos is a global market research and analytics firm offering consumer understanding, brand and advertising research, and syndicated audience insights. It overlaps with GWI in syndicated consumer research and increasingly in digital audience intelligence.
• Kantar: Kantar is a WPP-owned research and insights business with extensive syndicated and custom consumer research products. It competes with GWI particularly in brand tracking, audience profiling, and media planning data for global brands.
• GfK:

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/globalwebindex
• Xx.com/gwidotcom
• Facebookfacebook.com/gwidotcom

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Global Web Index