Head-to-head · Audience Analytics Software
GWI Core vs Ipsos iris
GWI Core leads on 0 checks, Ipsos iris on 0, and 5 are even. Who comes out ahead on the 5 yes/no, price and count checks where we have data for both products. The editor score weighs everything else too.
Our verdict
- Highest scoreGWI Core · 9.4/10
- Most featuresIpsos iris · 4 of 4
GWI Core scores higher on our rubric for audience analytics software: 9.4 against 9.0 out of 10; our editors rank them #1 and #5.
On geographic scope, GWI Core gives you Global where Ipsos iris offers National. On audience refresh, GWI Core gives you Quarterly where Ipsos iris offers Daily.
GWI Core is the better fit for global, survey-based audience strategy teams. Ipsos iris is the better fit for national digital audience measurement programs.
- GWI Core fits best
Global, survey-based audience strategy teams
- Ipsos iris fits best
National digital audience measurement programs
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Side by side
| Feature | GWI Core 9.4/10 Visit ↗ | Ipsos iris 9.0/10 Visit ↗ |
|---|---|---|
| At a glance | ||
| Editor score | 9.4 | 9.0 |
| Ranking | #1 in Audience Analytics Software | #5 in Audience Analytics Software |
| Best for | Global, survey-based audience strategy teams | National digital audience measurement programs |
| Pricing model | Paid | Paid |
| Starting price | Pricing on request | Pricing on request |
| Free plan | Not checked yet | — |
| Free trial | — | — |
| Deployment | Cloud | Cloud |
| Platforms | Web | Web |
| Support | Docs | |
| Built for | Small business, Mid-market, Enterprise | Mid-market, Enterprise |
| Features GWI Core 2/4 · Ipsos iris 4/4 | ||
| Psychographic data | ✓ | ✓ |
| Media measurement | Not checked yet | ✓ (best) |
| Social audience data | Not checked yet | ✓ (best) |
| Survey and attitudes | ✓ | ✓ |
| Specs | ||
| Geographic scope | Global | National |
| Audience refresh | Quarterly | Daily |
| Our review | ||
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| Our verdict | GWI Core is GWI’s flagship survey and audience data set for brands, agencies, media companies and other teams seeking to understand online consumers. It supports audience profiles across interests, attitudes, behaviours, lifestyles, buying… Read the review → |
For media agencies, media owners and advertisers, Ipsos iris measures UK online audiences across websites and apps on computers, smartphones and tablets. It combines a representative panel with site-centric measurement, covering audience… Read the review → |
Strengths and trade-offs
GWI Core — where it wins
- Profiles audiences across interests, attitudes, behaviours and buying habits
- Compares audiences and markets using harmonized surveys across 53 markets
- Offers crosstabs, spreadsheet and PNG exports, APIs and MCP integrations
Where it doesn't
- Quarterly refreshes may not suit teams needing more frequent audience data
- Contact-sales pricing makes costs less straightforward to assess
- Survey-based audience analysis may not suit teams seeking non-survey data
Ipsos iris — where it wins
- Combines representative panel data with site-centric measurement
- Daily reporting covers reach, time spent, video and audience segments
- Offers website tagging, app SDK, respondent data and API access
Where it doesn't
- Focused on UK audience measurement
- Pricing is by contact with sales rather than standard published plans
- Website tagging and app SDK measurement require implementation
- GWI Core9.4/10 · Pricing on request
A global audience research platform built around harmonized survey data and comparisons.
Visit GWIFull verdict → - Ipsos iris9.0/10 · Pricing on request
National UK audience measurement combining panel and site-centric data.
Visit Ipsos irisFull verdict →
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All audience analytics software comparisons → · Full ranking →
Reviewed by iTechGuides Editors · Editorial team · Updated Nov 2026
Last updated · How we research and update