Our story

We're a market research company with technology at the heart. Our platform enables our clients to tell impactful stories, with data they can trust.

Tom Smith
Tom Smith, CEO & Founder

We all know how powerful a story can be. Told right, it can radically change the way we think, and the actions we take. For businesses of all sizes, stories are the most effective way to influence today’s consumers.

Working agency-side, I didn’t have access to the kind of data that would help me tell the right story, and reach the right audience. Recognizing the growing need for global, harmonized data that would do this, we’ve made it our mission to give every brand access to transformative insight, representing every internet user worldwide.

In 2009, I started the company with a small budget from a room in my house. Today, we run the world’s largest survey on the digital consumer, representing over 2.4bn consumers across 46 countries.

Our journey

  • 2009

    GlobalWebIndex was founded from CEO Tom’s house.

  • 2009

    Our first wave of research was released, covering 16 countries.

  • 2011

    We got our first real office, housing all five employees.

  • 2014

    We released our platform and API to the world.

  • 2014

    Our dedicated Trends team was established.

  • 2015

    GWIQ, our next-gen analytics tool, was launched.

  • 2017

    Our New York office opened for business.

  • 2017

    We scored our millionth survey response!

  • 2017

    Our mobile survey launched, making us accessible for mobile-only consumers.

  • 2018

    We took our very first round of outside funding.

  • 2018

    Pollpass, our innovative new survey technology, was released to the public.

  • 2018

    We launched in country number 45.

Meet the team

Ali Little
Ali Little Chief Operating Officer
Alexandra O’Brien
Alexandra O’Brien Director of Sales Development
Ashley Underwood
Ashley Underwood Head of GWI Labs
Anna Hamzah
Anna Hamzah Head of Product
Anne Giulianotti
Anne Giulianotti Director Custom Research
Kevin Mulrane
Kevin Mulrane Vice President of Sales and Business Development
James Franks
James Franks Finance Director
James De Lacey
James De Lacey VP, Head of Corporate & Commercial Lead
Jason Mander
Jason Mander Chief Research Officer
Liliana Osorio
Liliana Osorio Head of Marketing
Lucrezia Bruti
Lucrezia Bruti Head of Client Services
Natalie White
Natalie White Head of People
Oliver Tobias
Oliver Tobias Director of Research
Petr Janda
Petr Janda Chief Technology Officer
Russell Willis
Russell Willis Creative Director
Russell Webb
Russell Webb VP, Head of Agency & Sports
Sebastian Hedencrona
Sebastian Hedencrona Chief Revenue Officer
Stephen Pendrell
Stephen Pendrell VP, Corporate Sales
Tom Hunt
Tom Hunt Head of Engineering

A global brand,
for global clients

London (HQ)

Where we first started, and where our core team is based. This office is now home to 127 (and counting) talented people with a core focus on product innovation, research and development.

New York

Where building personal connections is key. This is the base for many of our strategic thinkers, who work closely with our clients to develop bespoke solutions that solve their problems.


Where data science rules the roost. This is our newest office and home to some of our most highly skilled talent in analytics and engineering.