GWI Spark

Description

Tap into GWI's global consumer research — collected from millions of interviews with real people across 50+ markets each year — to understand who your audience is, what they care about, and how they behave. Ask about demographics, interests, media habits, brand attitudes, or purchase behaviors, and get back an AI-enhanced report benchmarked against the general population. Optionally generate a professional PowerPoint presentation.

Core Capabilities

• Query GWI's global consumer research database (50+ markets, quarterly updates)
• Analyze audience demographics, behaviors, interests, media consumption, and brand attitudes
• Benchmark audiences against the general population with indexed scores
• Generate executive markdown reports with key insights
• Continue conversations to drill deeper into findings

Good Query Examples

• "What social media platforms do fitness enthusiasts aged 25-34 use most in the US?"
• "Profile the audience interested in sustainable fashion in the UK"
• "What motivates high-income households in Germany to buy electric vehicles?"
• "Which brands resonate most with Gen Z gamers?"
• "What are the media consumption habits of working mothers aged 30-45 in France?"

Bad Query Examples

• "Tell me about Audi Q8 e-tron buyers in Japan" → GWI tracks major brands (Audi) but not individual product models. Fix: "Tell me about Audi owners in Japan" or "Tell me about luxury EV buyers in Japan"
• "What do IT procurement managers at mid-size European companies think about cloud security?" → GWI covers consumer audiences, not B2B job roles or company-size segments. Fix: "What do tech professionals in Europe think about online security?"
• "Tell me about Gen Alpha's favorite gaming platforms" → GWI's panel covers ages 16-64. Gen Alpha (born 2013+) is too young. Fix: "Tell me about Gen Z gamers aged 16-24"
• "What do young people in Dubai think about food delivery apps?" → Dubai or other specific cities have limited coverage in GWI. Fix: "What do young people in the UAE think about food delivery apps?" or try a larger covered market.
• "Write a marketing strategy for [your brand] targeting millennials" → GWI provides data insights, not strategy documents or creative deliverables. Fix: "What media channels do millennials in the US use most?" — then use the insights to build your own strategy.

Use-Case Ideas

• Audience profiling — demographics, interests, and attitudes of your target customers
• Media planning — identify which channels and platforms reach your audience best
• Competitive benchmarking — compare audience overlap and affinities between brands
• Market entry research — profile consumers in a new country before launch
• Generational comparisons — how Gen Z, Millennials, and Gen X differ on any topic
• Cross-market analysis — compare the same audience segment across different countries
• Campaign targeting — find which audience segments are most receptive to your category

Limitations

• Only covers markets and demographics available in GWI's panel (50+ markets, primarily B2C)
• Data is collected quarterly — very recent behavior changes may not be reflected
• Cannot track niche products, specific models, or unknown brands
• Self-reported survey data — may reflect recall or social desirability bias
• Some topics have lower coverage
• Some markets have limited depth (China, India, UAE)
• All reports are AI-generated and not reviewed by a human researcher

Input/Output Spec

Input:

• question (required): Natural language research question about consumer audiences (10-1000 chars). Must specify both an audience and a topic.
• context (optional): Additional use case context (max 500 chars)
• chat_id (optional): UUID from a previous query to continue the conversation
• output_format (optional): "markdown_pptx", "markdown_only", or "markdown_json" (default: "markdown_pptx")
• generate_executive_summary (optional): Include AI-enhanced summary (default: true)

Output:

• Markdown report with:
• Executive summary of key findings
• Demographic breakdown
• Behavioral insights with indexed scores benchmarked against general population
• Media consumption patterns
• Actionable recommendations
• Optional: Professional PowerPoint presentation

Disambiguation Signals

• This agent is ONLY for understanding consumer audiences using GWI's existing survey data — it requires both an audience and a topic, and cannot test custom statements or analyze specific social accounts
• GWI Spark + Statista overlap: Both provide consumer survey data with demographic breakdowns. GWI Spark is stronger for audience profiling — attitudes, interests, brand affinities, and indexed benchmarks against the general population. Statista is stronger for market sizing combined with consumer behavior. For comprehensive research, running both adds depth: GWI Spark reveals WHO the audience is, Statista reveals HOW BIG the opportunity is.
• Route to Statista when: the query asks for market statistics, revenue, forecasts, or consumer penetration rates combined with market sizing (e.g., "What is the wine market size in Germany and who is buying?")
• Route to Advanced Web Research when: the query asks about how something works, industry strategy, B2B intelligence, or technical topics (e.g., "How does TikTok's recommendation algorithm work?")
• Route to Ask the Crowd (Survey/Opinion) when: the query asks for reactions to a specific custom statement or concept (e.g., "Do people agree that AI will replace jobs?")
• Route to social media agents when: the query asks for analysis of a specific social media account (e.g., "Analyze @nike's TikTok engagement")