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What We’ve Been Up To in 2018

We’ re more than halfway through 2018 and being headquartered in a college town―right between Duke and UNC-Chapel Hill―our year tends to revolve around the school calendar. With summer vacations wrapping up, and kids going back to school, we thought we’d share some of W5’s recent work and showcase what we’ve been up to.

SEGMENTATION TO FIGHT WORLD HUNGER
Partnering with an innovative anti-hunger nonprofit, W5 developed a quantitative segmentation identifying audience drivers, behaviors, and opportunities for understanding motivations and actions to make a difference in the fight against hunger. W5’s research guided their marketing focus and outreach strategies for more effective engagement.

AUTHENTICALLY CONNECTING WITH MILLENNIAL MOMS
A leading magazine publisher engaged us to conduct a series of custom qualitative online boards and focus groups to better understand the lifestyle and needs of moms of teens. The research provided strategic direction to guide editorial strategy as the publication shifts content, voice, and design to embrace their expanded, though underserved audience.

CREATING A ROADMAP FOR DIGITAL STRATEGY
To improve digital offerings and address customer needs, a premier U.S. grocer partnered with W5 to execute a multi -phased research initiative encompassing mobile ethnography, in-home digital shopper immersions, and a digital experience optimization survey. Results fostered a deeper understanding of how customers plan and shop for groceries while an infographic offered a roadmap to guide future digital strategies throughout the organization.

MODERNIZATION OF A GLOBAL TRACKER
A world- renowned leisure travel destination sought to modernize their long- term global tracker. W5 provided innovation and expertise, refreshing the global tracking survey to enable a more user-friendly experience while keeping KPIs intact to provide insights into the advertising’s reach, perceptions, and call-to-action.

META-ANALYSIS: A COHESIVE STORY
A Fortune 100 technology client was interested in mining existing research for insights to tell a cohesive narrative about the state of leading IT trends central to their business. W5 developed an illustrative meta-analysis roadmap consolidating dozens of past research studies into a meaningful and unified story.

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