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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.

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Tracking

 

TRACKING

ADDING NEW STRATEGIC PERSPECTIVE TO AN EXISTING TRACKER
A successful U.S.-based destination marketing organization partnered with W5 to overhaul an existing brand and advertising tracking study, fielding two waves per year in four countries. After years of tracker stagnation, the client sought a fresh and strategically focused perspective, maintaining analysis of key metrics but adding insight.

APPROACH
First, W5 collaborated with the client to update and modernize the existing tracker. W5 then conducted separate waves of mobile-optimized online survey research to engage robust samples of traveler and gen pop audiences in each country to gauge their consideration and perceptions of the client’s destination/brand. Additionally, recent exposure and recall of client advertising was assessed to reflect the efficacy of their multi-channel advertising campaign.

RESULTS
Results from each target audience were analyzed to inform strategic conclusions and actionable recommendations for client advertising. Insights around the client’s traditional and digital advertising tactics were critical in guiding marketing focus, decisions, and budgets for the next year.Additional ROI modeling communicated the impact of advertising investment on destination/brand awareness and consideration each wave.