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.

The Marketing Outlook Forum 2025 showcased how data is transforming tourism, offering insights into economic trends, consumer behavior, and marketing strategies. Check out speaker highlights and the latest trends featured in this post.

Uncover how a leading U.S. DMO leveraged passion-driven segmentation to identify untapped visitor segments, transforming their marketing strategy and unlocking new growth opportunities.

Coaches, players, and analysts have long relied on game tape, player scouting reports, and instinct to shape their decisions. As we dive deeper into this data-driven age, analytics are no longer just a supplementary tool. They are a notable change—shaping not only how teams play, but how they think about the game itself.  

Explore how our marketing research in 2024 helped clients decode human behavior and achieve business growth. From creating empathetic customer personas to fueling innovation with cutting-edge frameworks, these highlights showcase our collaborative approach to delivering impactful insights.

If you have some free time this holiday season, check out these recommendations from W5!