In a digital-first world, in-person research methods like shop-alongs and in-home interviews still offer unmatched depth and context. By meeting people where they are, researchers uncover real behaviors and decisions that might otherwise go unseen.

We’re thrilled to join TTRA as new members! We look forward to contributing to the community and supporting fellow members with our expertise in marketing research.

The Quirk's Event brings together some of the brightest minds in the research industry, along with the vendor partners driving brand success. In this post, we’re sharing our favorite sessions and key takeaways from the Chicago event.

Brands have the power to unite a divided nation by promoting shared values like freedom, respect, and honesty through authentic messaging and inclusive campaigns. By focusing on universal values and creating shared experiences, brands can help bridge divides and foster connections.

The shift from trusted experts to influencers as go-to sources of information highlights the growing demand for convenience, relatability, and clear communication in consumer interactions. Brands must adapt by focusing on consumer needs, simplifying complex messaging, and choosing the right channels to effectively engage their audience.

As workplace flexibility continues to evolve, companies are navigating hybrid models to meet diverse employee needs, balancing in-office, remote, and flexible work options. At W5, we embrace this adaptability, supporting clients with research to help them thrive in an ever-changing work environment.

Effective communication isn’t just about data—it’s about context. In this book review post, we examine Storytelling with Data by Cole Nussbaumer Knaflic and her valuable insights on how considering the Who, What, and How can enhance clarity and impact in any business interaction.

W5’s collaborative research approach goes beyond traditional consumer insights, reshaping how teams engage in the process of creating impactful Personas. By blending diverse perspectives and fostering cross-team collaboration, research not only informs strategy but also redefines the way brands connect with consumers.

Grant McCracken's latest article is like a cultural treasure map, breaking trends into seven stages. As we move through 2025, it’s a fun reminder that knowing the difference between fleeting fads and real shifts is key to staying ahead in a rapidly changing world!

Agentic AI represents more than just a technological advancement; it marks a paradigm shift with how we interact with decision making itself. With AI becoming more embedded in the consumer journey, the relationship between trust, convenience, and control will continue to evolve.