GWI

What Stevin gets out of GWI

GWI goes beyond demographics: based on a large consumer panel, it shows how your audience really behaves, from media use to brand perception and purchase intent. For strategy and media planning, that is a firmer foundation than assumptions in a meeting room. The limit is in the nature of panel data: it is representative on the broad strokes, but it is a sample, not the full reality, and the narrower your audience, the thinner the base. Teams get stuck there: they treat a panel insight as a fixed fact about their specific customer. Stevin brings GWI data into the strategic layer and links it to your own campaign and customer data, so a creative brief or a media allocation rests on both the panel and what really happens in your channels. The consultant sees the foundation before a choice is made on it.

What you pair it with

Choosing GWI means your audience knowledge rests on data instead of feel, but it is a general panel, not a measurement of your customers. Count on combining it with your own analytics and CRM, otherwise you plan media on an average that may not be your audience. The value is in bringing the broad panel picture together with your own data. Without that link you steer on a sample you never tested against your real results.

Common mistakes

• →Treating a panel insight as a fixed fact about your specific customer.
• →Leaning on a narrow audience where the panel base is exactly thinnest.
• →Planning media on an average without laying it next to your own data.
• →Not linking the broad panel picture to your analytics and CRM.