Posted by John Capps
Additional information about W5 and our expertise, experience, and capabilities is available below:
W5 conducts research projects and strategic initiatives for a variety of leading Fortune 500 and agency clients. Our work guides brands from local to global locales where products and services touch consumers’ lives in meaningful ways.
META-ANALYSIS: A FOUNDATION TO INNOVATION
A technology client was beginning a strategic initiative to explore innovation in an aging consumer electronics category. As a first step, they needed a baseline understanding of the category, existing product types, and current usage scenarios.
W5 conducted a meta-analysis of the client’s existing research to understand the current state of the category. W5 first conducted an initial review and organization of the data, supplemented existing reporting with secondary research, and finally conducted an analysis that identified key themes and narrative to guide future development.
The meta-analysis helped the technology client better understand its current primary audience, including their usage, drivers, and barriers to purchase as well as potential opportunities in the category. The research highlighted category innovation from competitors and showed how the devices could be paired with other products to expand use cases and deliver category growth.