GWI Core vs YouGov Profiles

GCGWI Core9.4Visit YouGov Profiles8.9Visit

Higher score GC GWI Core #1 in Audience Analytics Software 9.4/10 Pricing on request ✓ 2 of 4 features Visit GWI

vs

YouGov Profiles #6 in Audience Analytics Software 8.9/10 Pricing on request ✓ 0 of 4 features Visit YouGov

• GWI Core fits best

  Global, survey-based audience strategy teams

• YouGov Profiles fits best

  Multi-market audience profiling and activation

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Side by side

Feature	GCGWI Core 9.4/10 Visit ↗	YouGov Profiles 8.9/10 Visit ↗
At a glance
Editor score	9.4	8.9
Ranking	#1 in Audience Analytics Software	#6 in Audience Analytics Software
Best for	Global, survey-based audience strategy teams	Multi-market audience profiling and activation
Pricing model	Paid	Paid
Starting price	Pricing on request	Pricing on request
Free plan	Not checked yet	Not checked yet
Free trial	—	—
Deployment	Cloud	Cloud
Platforms	Web	Web
Integrations	2 integrations	6 integrations
Built for	Small business, Mid-market, Enterprise	Small business, Mid-market, Enterprise
Features GWI Core 2/4 · YouGov Profiles 0/4
Psychographic data	✓ (best)	Not checked yet
Media measurement	Not checked yet	Not checked yet
Social audience data	Not checked yet	Not checked yet
Survey and attitudes	✓ (best)	Not checked yet
Specs
Geographic scope	Global	Not checked yet
Audience refresh	Quarterly	Not checked yet
Our review
Pros	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	Profiles segments across millions of demographic, behavioral, and media variables. Covers 49 markets, with data refreshed weekly. Supports activation to Google DV360, Meta, and The Trade Desk.
Cons	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	Pricing requires contacting sales. Audience data is based on YouGov panel data. The wide range of variables may exceed the needs of teams seeking simple analytics.
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 →	YouGov Profiles helps brands, agencies, and other organizations define and understand consumer audiences using YouGov panel data. Filters span demographic, psychographic, attitudinal, behavioral, brand, media-consumption, hobby, and… 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

• YouGov Profiles — where it wins

  • Profiles segments across millions of demographic, behavioral, and media variables.
  • Covers 49 markets, with data refreshed weekly.
  • Supports activation to Google DV360, Meta, and The Trade Desk.

  Where it doesn't

  • Pricing requires contacting sales.
  • Audience data is based on YouGov panel data.
  • The wide range of variables may exceed the needs of teams seeking simple analytics.

• GCGWI Core9.4/10 · Pricing on request

  A global audience research platform built around harmonized survey data and comparisons.

  Visit GWIFull verdict →
• YouGov Profiles8.9/10 · Pricing on request

  A broad, frequently refreshed audience intelligence tool for cross-market analysis and activation.

  Visit YouGovFull verdict →