METHODOLOGIES

Qualitative research is associated with discovery and an aspiration to better understand how people behave, think and feel. W5 designs qualitative approaches that leverage observation and conversation to uncover the key motivations and desires underlying human behavior.

brand-positioning

Brand positioning is a strategy to identify competitive advantages and help your brand…

concept-dev-and-eval

The concept development and evaluation process begins with an idea and ends in…

consumer-journeys

Consumer journey maps are tools for visualizing how people interact with…

ethnography

Ethnography is a qualitative research approach that develops a real-world…

exec-interviewing

Executive interviews are in-depth, one-on-one interviews with professionals…

Focus groups, a moderated discussion held with pre-recruited participants…

in-depth-interviewing

In-depth interviewing (IDI) is an intimate conversation between a moderator and…

message-development

Before your brand messaging meets the market, qualitative research can…

mobile-ethnography

Mobile ethnography is one of the most flexible research tools available…

online-discussions

Online Discussions are comprised of relatively new qualitative research tools…

shopper-insights

Shopper Insights reveals how consumers interact with products and brands…