Consumer insights for media agencies, marketers and publishers

Market research
Flexible working
Digital Media
Data Analysis
Data Sharing

Company mission

To help humans understand each other everywhere.



HQ Location

Farringdon, London, UK


Few candidates hear
back within 2 weeks

48% female employees

51% employee growth in 12 months

Otta's take on GWI

Theo Margolius headshot

Theo Margolius

COO of Otta

Consumer insights have always been a linchpin of good marketing strategy. However, with the pace of digital transformation rapidly picking up, ecommerce rates soaring, and plenty of major upheavals throwing additional change into the mix, the ability to closely track the rapidly changing consumer landscape might just be more crucial than ever.

GWI provides consumer insights to media agencies, marketers, and publishers globally. They claim their data sets, analysts, and reports represent over 2B people worldwide, based on in depth market research questionnaires with over 3M respondents. With major corporate clients like Microsoft, Google, and Twitter, they’re getting it right, too. But where should they go from here?

The avenue for growth is simple enough: the more data points and respondents, and the greater GWI’s coverage, the more valuable their services will be. It will be interesting, however, to see if the rise of disruptive tech like wearables, Internet of Things, and Web3 will make securing that extra data easier or more complex. Certainly, with over a decade’s worth of experience and strong funding backing them, GWI should be confident about their chances.

Total funding - $220m

Last 2 fundraises

Jul 2018



Feb 2022



Company benefits

    🌍 benefits

  • A genuine commitment to mental and physical health, with a range of content, tools, and perks to help you look after your wellbeing
  • 🌍 Company-wide benefits

  • 25 days annual leave (prorated)
  • Hybrid working, flexitime and a great work-life balance (don’t just take our word, check out Glassdoor)
  • Allocated shares from day 1, according to GWI’s share scheme
  • Work from Anywhere policy
  • Simplyhealth cash plan for everyday healthcare
  • Tailored training and development plans, including LinkedIn Learning and ongoing Learning and Development opportunities
  • Auto-enrol pension plan with GWI matching up to 4%
  • A range of discounts and freebies
  • Cycle to work scheme and commuter season ticket loan
  • Commit a working day to charity each year
  • Early finishes on a Friday
  • A well-stocked fridge, plenty of snacks (some healthy, some not so healthy)
  • Regular social activities, including free online yoga and team outings

Company values

  • Think Big
  • Ask Why
  • Show Respect


Tom Smith


Worked as Head of Consumer Features at Universal McCan, before founding Trendstream - the company that went on to build GlobalWebIndex (GWI).

Diversity & Inclusion at GWI

OneGWI headshot

OneGWI (Global DE&I Committee)

  • At GWI, we want employees to inspire and be inspired. We believe that diversity is the heart of what drives innovation and creativity. Together, we continue to build an inclusive culture that supports all employees to bring their best selves and stand out. We do that by creating a culture that celebrates the diverse voices of our employees where they all have equal opportunities. We believe that it is the right thing to do and it is fundamental to who we are, what we do and our success.
  • The foundation of a truly diverse and inclusive organisation is one where the principles of psychological safety are applied and where diversity and inclusivity are baked into everything it does. Without that, you end up with a revolving door of talent. We approach things with respect and openness. We acknowledge that we won’t get everything right all the time, so we listen and learn and do better next time. This is the same approach that we expect from all of our employees.
  • We have OneGWI, an Employee Resource Group (ERG), that focuses on driving educational, systemic change and advisory support across the organisation. We are also in the process of revising several of our policies to make them more inclusive, such as parental leave and compassionate leave. We also have tools like an inclusive language guide, and various guidance pieces for things ranging from the menopause to Ramadan

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