20
Aug

Spotlight: Inspiring a Plant-Based Menu Offering

Posted by: Megan Giedraitis in: knowledge , market research , product innovation , study No Comments on Spotlight: Inspiring a Plant-Based Menu Offering

Last year we discussed a recent spike and interest in plant-based food and we are back to say business is booming. In the wake of a pandemic, consumers are re-evaluating their nutrition strategy and using this time to discover healthier lifestyle choices. During March, we saw plant-based food brands flourish next to their animal protein competitors with a 90% increase in retail sales compared to 2019.

Fast-casual favorites including Burger King, Dunkin’ Donuts, Qdoba, Subway, and White Castle are taking advantage of this surge by expanding plant-based options, launching new products, and diversifying plant protein choices. By incorporating innovative, plant-forward foods, these companies are helping a wide variety of consumers meet their health goals.

Pandemic shopping habits have also shifted to a focus on freezer-friendly and extended shelf-life protein options that support at-home meal experiences. Consumers are seeking out wholesome ingredients opening the door for retailers and restaurants to feature the natural hues of fresh fruits and veggies.

While a colorful Instagram shot of an Impossible burger may increase your plant-based following, there is a real growing awareness that a diet incorporating more plant-based foods has a significant impact on our carbon footprint. This desire to eat more plants and protect the environment is especially true with Gen Z’ers, our no-nonsense generation willing to do whatever it takes to make a difference.   

Skeptical if the plant-based food industry has staying power? Although uncertain times lie ahead, fresh data from Meticulous Research shows the plant-based food market is expected to be worth $74.2 billion by 2027. Once considered a trend, plant-based foods have entered the mainstream.

With growing interest in protecting the health of humans, animals, and the planet, leaner menu options with simple ingredients are crucial to satisfying this taste evolution. This new landscape can be a challenge so W5 engaged key consumers as co-creators to flesh out the needs and desires of the non-meat marketplace consumers.

The case study below highlights how W5 leveraged customer voices to grant a quick-service restaurant permission to play in the plant-based space.

Inspiring a Plant-Based Menu Offering

A storied QSR brand partnered with W5 to explore and refine a series of new plant-based menus to guide its path forward. A primary goal was to identify attitudes and openness to new plant-based proteins to determine which flavor combinations and ingredients would best satisfy nutritional needs and cravings.

Approach

W5 conducted a series of discussion groups with QSR customers representing varying levels of interest in plant-based foods. During each discussion, W5 moderators, alongside clients and participants, discussed food habits, nutritional needs, and expectations for plant-based proteins.  General group discussions explored food trends and reactions to existing plant-based proteins while a series of “mini-groups” broadened understanding of desires for plant-based proteins by exploring food personalities, development of ideal plant-based QSR menu items, and mapping of currently available meatless options.

Results

W5 identified current likes, dislikes, and challenges for plant-based meat offerings to determine best practices and pitfalls. In addition to a final report, close collaboration with the client during fielding allowed W5 to deliver findings as the research unfolded through “quick wins.” This information was then used to determine which ingredient combinations, nutritional requirements, and flavor pairings would best fit with the client’s current offerings which in turn steered development of one or two select plant-based menu items for further testing.

Interested in leveraging innovative solutions to guide menu strategies and customer experience research at your organization? Reach out to learn why two decades of experience working in the food and restaurant category makes W5 an ideal partner.

18
Aug

Considering Gen Z: Best Practices to Reach a Younger Generation (Part 3)

Posted by: Kathy Justice in: culture , Gen Z , knowledge , market research , marketing No Comments on Considering Gen Z: Best Practices to Reach a Younger Generation (Part 3)

W5 takes special interest in crafting research approaches that meet the needs of specific consumer groups of interest. In this three-part blog series we will examine how best target and understand Gen Z in research studies, a consumer group considered the future of the global economy. In today’s post we identify best practices and key considerations for designing effective, engaging market research studies with Gen Z consumers.

When designing research for Gen Z, it is important to take all the aforementioned factors into account. Missteps can create a disconnect that is hard to overcome and may result in less engaged respondents, or worse, respondents who abandon the study altogether. So how can we design effective research that makes it easier to connect with this generation? What should we pursue and what should we avoid when interacting with Gen Z?

Here is a play-by-play of how to design research studies for this dynamic generation. Note, these research approaches are mentioned with Gen Z in mind but can apply to almost any type of consumer. The expectation among Gen Z for online connectivity may be stronger than other generations, but the practices below make research easier to conduct among any group of people and fulfill their expectations for fast, smart, and adept research projects.

  1. Be authentic and transparent. Gen Z values honesty and straightforwardness. Do not obscure why the research is being done, share false promises of what the research experience will be like, or create any false impressions. Alert participants to the amount of time they will spend on the project, what is required of them, how their information will be used, and if possible offer both a cash incentive and smaller interactive rewards such as emoticons, virtual coins, or skins they can use to modify their online presence (if you are conducting research online).
  2. Meet them where they live online. Find ways to target consumers where they spend their time and capture their interest immediately. Use social media-inspired recruiting efforts to find your target on social platforms (TikTok, Snapchat, etc.), gaming platforms, or online chat threads (Reddit, for example) and invite them to take part in your research through an online invitation and screening process.
  3. Make the smartphone your research ally. Consider employing smartphones more liberally in your research design. Gen Z is comfortable expressing themselves online and through written communication. Design research studies that use text, video chat, or quick smartphone-friendly mobile surveys to tap into consumers’ lives quickly and capture their real-time thinking, attitudes, and decision making.
  4. Embrace their desire to create content. While members of Gen Z view video as a promotional tool they can manipulate to promote or present themselves in a certain way, sometimes a highly produced piece can be misleading as it fails to present who the subject really is and how they really think. However, video is an extremely useful tool for sharing consumers’ lives. It also allows Gen Z to create content (something they love doing). To avoid overproduced video production and find that authentic voice include assignments in your research that require short bursts of video that encourage participants to complete a quick activity or answer a short question on video they can upload on the spot.
  5. Gamify the research. Make the research a fun and rewarding challenge by creating a game-like atmosphere. Gamifying an online survey, online discussion, or video journal can create more engagement and encourage completion. Some examples include offering bonus points to those who answer a certain number of questions within a specific timeframe or allowing your participants to create teams and work together to solve a problem.
  6. Be as inclusive as possible. When conducting research with Gen Z ensure a diverse group of consumers are invited to join. This could include a mix of ethnic/racial backgrounds, gender identity, political leanings, or spiritual affiliations. Ensure a variety of perspectives and experiences are included so no one is underrepresented.
  7. Rely on more than words to communicate. Avoid relying on language alone as a mode of expression. Bring in other tools to share attitudes, emotions, and expressions such as avatars, emoticons, stickers, etc.
  8. Do not repeat yourself. Be as concise as possible with the research and keep the length of the research in mind. As a rule ask short and direct questions and do not ask multiple versions of the same question. If more detail is needed, send a private follow up or ask for some one-on-one time with your research respondent.
  9. Do not forget—build in extra time for younger audiences. With younger audiences, particularly age 13 and under, parent approval and guidance may be required. When parents are involved, it is important to build extra time into the recruiting process to onboard parents and their kids. Additionally, it is important to consider the best time to engage with the audience; for example, after school might be filled with snacks and homework so early in the day might be the best opportunity. Set appropriate rules for the engagement including time requirements and be sure to over-recruit to cover those who need to back out of the study last minute.

Gen Z is a new and challenging group of consumers to understand. They are defined by their life online, their vast access to knowledge, and unlimited choice. Research approaches should adapt to embrace these aspects of their experience so we can begin a journey of discovering who Gen Z truly is and how they make decisions, both big and small.

Should you have any questions about Gen Z as a research audience or how to design your research to best fit their needs and expectations, please reach out to W5 for additional information, resources, and custom research design.

This is our final entry in the three (3) part series on Gen Z. You can find the first and second installments here and here.

This thought-piece was developed from conversations with key vendors and web and book-based research from the following resources:

04
Aug

Considering Gen Z: Best Practices to Reach a Younger Generation (Part 2)

Posted by: Kathy Justice in: culture , Gen Z , knowledge , market research , marketing No Comments on Considering Gen Z: Best Practices to Reach a Younger Generation (Part 2)

W5 takes special interest in crafting research approaches that meet the needs of specific consumer groups of interest. In this three-part blog series we will examine how best target and understand Gen Z in research studies, a consumer group considered the future of the global economy. In today’s post we will look at what differentiates Gen Z from other generational groups and what has influenced their world experiences and behaviors.

With Gen Z, then, it is important to consider and cater to their hyper-connectivity. Gen Z has been part of one of the most accelerated periods of technology development in human history. In fact, most members of this generation have never been very far away from a smartphone (even as babies) and that has supremely impacted how they make friends, absorb information, communicate, and buy products. The digital landscape may even feel more familiar to them and easier to navigate than their own neighborhoods or cities, considering the vast amount of time they spend online. Of course, this impacts how they engage with online content and build rapport with others. Consider the following:

  • They are early adopters. Technology is second nature to them and a constant companion. They are among the first to know of new apps, streaming platforms/devices, social media networks, games, etc. and trial them before the rest of the population. The see their phone as a tool for meaningful communication and would feel lost without it.
  • Messaging is a native behavior. Texting, Snapchat, TikTok, the list goes on. This generation loves using technology to create quick, quippy digital content to communicate with one another, share ideas, or start movements.
  • They are selective with content.  With a ton of information at their fingertips, Gen Z has been able to choose (for the most part) their content and communities. If your content, aesthetics, and tone are not hitting the right notes, this generation may choose to opt out and go elsewhere. 
  • Their social groups cross the boundaries of time and location. Geographic rules no longer apply when creating a social network and bonding with others. Zoomers can find “their people” online regardless of where they live. They can choose to interact with others who respect and reflect their values and create their own “tribe.”
  • They work hard at curating an online presence. Gen Z is skilled at curating an online personality that reflects how they want to be perceived. They build and dedicate stories on specific channels to specific people. They know when and where to post “stories” for maximum effect. Due to their hyper-savvy relationship with media and its reach, they are wary and critical of other marketing efforts.
  • Online resources are their most powerful weapons to create change. There is power in numbers and Gen Z knows how to tap into their cohort to create movements, but most exist in the online sphere including “blitzes” to disrupt political rallies, block messages that don’t represent their values of inclusivity and diversity, and even buy a large portion of their clothing from online thrift, vintage, and reuse stores as an act of environmental protection. This generation mobilizes to create positive change and supports causes they believe in.

Appearance, values, and presentation—especially in online and virtual mediums—are of extreme importance to Gen Z. They also most likely to value a new set of rules for socialization, flowing seamlessly between groups of people online and in-person as they mobilize to support causes they care about. They also appreciate diversity and inclusivity more than other generations, placing extreme value on online communities that can gather people of differing economic backgrounds, ethnicities, and gender identities together in one place.  For this generation, the self they create is constantly evolving—a place to demonstrate change and fluidity—and online communities help support them in this endeavor. 

Stay tuned for our next entry in this three (3) part series. On Tuesday, August 18th we will discuss how to design effective, dynamic research approaches to engage Gen Z audiences. To access Part 1 of the Gen Z series, please click here.

This thought-piece was developed from conversations with key vendors and web and book-based research from the following resources:

30
Jul

Jobs-to-be-Done 101 [:60 Video]

Posted by: Amy Castelda in: knowledge , market research , marketing , technology No Comments on Jobs-to-be-Done 101 [:60 Video]

JTDB framework is applicable across almost any product or services category. From cereal, as featured in our video, to UX, to app design. It provides marketers and innovators a framework of understanding consumers’ purchase motivation—they do not buy products and services, instead they hire solutions throughout their day to get jobs done.

Check out our video, What is JTBD?, and download this helpful one-pager to understand how a JTBD framework can spark innovation at your organization.

“Jobs-to-be-Done” is a strategic framework for understanding how consumers use products and can be a powerful starting point for identifying opportunities for innovation.

Interested in learning more about JTBD? Check out these links:

8 Things to Use in “Jobs-To-Be-Done” Framework for Product Development

Finding Jobs Your Product is Used For [Video]

A Script to Kickstart Interviews About Someone’s Jobs to be Done

Top 8 Tips for JTBD Interviews

16
Jul

Considering Gen Z: Best Practices to Research a Younger Generation (Part 1)

Posted by: Kathy Justice in: culture , Gen Z , knowledge , market research , marketing No Comments on Considering Gen Z: Best Practices to Research a Younger Generation (Part 1)

W5 takes special interest in crafting research approaches that meet the needs of specific consumer groups of interest. In this three-part blog series we will examine how best target and understand Gen Z in research studies, a consumer group considered the future of the global economy. In today’s post we will look at why Gen Z is of interest to the market research community and why it is important to consider how they engage with the world when designing research studies.

What's next for Gen Z

In the market research industry, we are always balancing between “now” and “next,” carefully considering how to communicate with consumers, engage their minds, and capture their feedback with effective methodologies and approaches. For many years we have focused on understanding and communicating with Millennials, not exclusively of course, but admittedly this generation has occupied a large portion of our mental landscape.  Millennials possessed a great deal of buying power and represented a huge share of wallet for many brands and products.  But now it is time to consider the next generation, those next in line—Generation Z.

As researchers we are curious about this generation for multiple reasons. First, much current research about Gen Z cites them as a “disruptive” generation—consumers who will think, communicate, and interact with the world around them somewhat differently than those before them. This is largely accredited to their role as digital natives and constant connection to a “supercomputer” of information. Second, we still do not know where Gen Z will ultimately land in money management, big life decisions such as buying a home, or the trajectory of their careers. They are a generation still forming…a mystery of sorts. While we know they have experienced economic crisis and war (like Millennials), their course is not set in stone and has been complicated further by recent world events such as COVID-19 and social upheavals. Lastly, Gen Z makes up about 26% of the global economy and by sheer numbers alone, should not be ignored.

While “Zoomers” represent a span of ages, from five to twenty-five years old, as a group they represent immense purchase power with different levels of influence and ultimately, are projected to eclipse Millennials in size leading to an inevitable “changing of the guards.” While we cannot make any definitive claims about Gen Z and who they will be as consumers (remember, they are still developing), we can seek to understand ways in which they have experienced the world and explore what that means in the context of research design. Stepping into the shoes of the consumer and seeing the world through their eyes is a solid approach to crafting research studies in general, as it aligns the researcher with consumers’ mindsets.

Stay tuned for our next entry in this three (3) part series. On Tuesday, August 4th we will explore the influence of technology on Gen Z and how “hyperconnectivity” shapes their world view.

This thought-piece was developed from conversations with key vendors and web and book-based research from the following resources:

09
Jul

Brands Supporting a Summer of Connection

Posted by: Megan Giedraitis in: advertising , branding , marketing No Comments on Brands Supporting a Summer of Connection

When we think of summer, it is hard not to imagine grilling outside with family and friends, crowding around a music festival stage, or watching a beach sunset. While warmer weather signals moving the party outside, go-to summer experiences look different this year, and many must shift to smaller, safer activities. For consumers, maintaining traditions contributes to a sense of comfort and connection. To support these traditions, businesses need to re-prioritize their marketing strategies and create simplicity for their target audiences. From purpose-driven marketing to product portfolio transformations, these brands are finding innovative ways to create interest and engagement around summer plans:

High Impact Messaging

Budweiser, known for its inspirational ads, has launched a new campaign to honor those who have fought for our freedom as well as essential workers in the fight against COVID-19. The American-style lager brand released a short film, “Take Two Minutes,” to highlight the parallels between soldiers and healthcare workers preparing for the front lines. They also revealed patriotic-centric cans to integrate their products into the cause. For every case purchased, $1 will be donated to Folds of Honor, a military nonprofit providing educational scholarships to families of fallen and disabled service members.

Fellow Anheuser-Busch brand, Busch Light, is offering a limited-edition puzzle aimed at supporting a favorite at-home pastime as well as encouraging spending time outside with a chance to win a $5,000 outdoor adventure. To be entered into the sweepstakes, consumers who receive a puzzle with the “Busch Guy” holding the coveted golden beer must share a photo to social media and use the relevant contest hashtags. Busch Light will also donate $5 from each puzzle purchase to National Forest Foundation tour guides affected by the COVID-19 pandemic. By providing consumers with an engaging indoor activity with a cause, Anheuser-Busch is leveraging user-generated content to connect and extend social reach. 

Earth-Friendly Ingredients

Few things get a group of people together like cooking over an open flame, and with an increase in food category experimentation, more people are embracing meat alternatives. Beyond Meat, a massive disruptor to the meat industry, tapped into consumers’ desire for healthier options this summer with its “Cookout Classic” value pack campaign of ten burgers for $15.99. To keep the focus on sustainability its packaging is fully recyclable. By offering eco-friendly bulk at the lowest price to date, the brand aims to create accessibility and inspire plant-based menus this summer.

In addition to their delicious, cranberry beverages, Ocean Spray also cares about the environment. The brand recently announced it is the first major farmer-owned cooperative to achieve 100% sustainably grown verification for its cranberries by the Sustainable Agriculture Initiative Platform. With a focus on making a positive impact, Ocean Spray has teamed up with Nature to showcase their commitment to sustainability practices. The creative includes vibrant visuals of Ocean Spray farmers working closely with different elements of nature to underline their eco-collaboration.

Backyard BBQ Refresh

From ketchup to baked beans, Kraft Heinz Company is a must-have at summer barbeques. Offering a modern twist to its iconic features the global food producer has paired with creative agency, Jones Knowles Ritchie (JKR), in its first-ever master brand identity. The limited-edition packaging—released earlier this year to celebrate its 150th anniversary—has driven an 11% increase in year-on-year sales volume. The visual identity, logo, brand strategy, and packaging across 20 product categories were all redesigned to create a unified consumer experience and ensure sustainable growth for the company.

Whether contributing to a cause or embracing the great outdoors, people are looking for unique ways to stay connected. Although the guest list may be tight this summer, brands need to find creative ways to be involved in consumers’ summer activities. By inspiring unique at-home experiences, highlighting ways consumers can enjoy a product on their own rather than in a large group, or providing an enhanced digital presence, businesses can safely guide consumers through the summer season.

Discover how W5 leverages consumer voices to guide brands to develop resonant campaign strategies.

02
Jul

Independence Day 2020

Posted by: John Capps in: culture , Data Visualization , Data Visualization Infographics , infographics , study No Comments on Independence Day 2020

Across America this week folks will be celebrating Independence Day. Though many are hunkered down at home, avoiding larger crowds, they will still find ways to celebrate.

Three W5ers-in-training set out to understand how families (N=1 family) will be celebrating this year and what July 4th activities they are most excited about.

The polling of one (N=1) family revealed that activities garnering the greatest excitement are:

  1. Fireworks
  2. Eating all the great food (particularly hamburgers, hot dogs, and ice cream)
  3. Wearing festive attire
  4. Spending time with family
  5. Staying up late

Source: W5 Trainees – Alina Capps (age 9); Audriana Capps (age 8); Alexandra Capps (age 2)

11
Jun

Quarantine Hobbies and Global Trends

Posted by: Jonathan Morris in: branding , technology No Comments on Quarantine Hobbies and Global Trends

Quarantine has been a crazy time for just about everyone, and being confined to my apartment every day has left me feeling a little like Bill Murray in Groundhog Day. But the monotony has driven a lot of people to try new hobbies and find creative ways to stay busy. Here’s a few ways W5’ers and the rest of America have been passing their time.

Video Games

One W5’er has been spending some time playing her favorite online games her friends. She suggested one to me called Bonk.io which is equal parts fun and confusing. Video games have seen a huge surge in demand as quarantine has many people finding themselves stuck inside more than usual. Consoles, especially the Nintendo Switch, have been sold out for months, and many production facilities in China have experienced shutdowns as a result of the virus, further exacerbating the production shortage. The Switch is selling anywhere from $400-$600 on Amazon and eBay, about 33-100% above retail. It’s a great time to play video games, but only if you can get your hands on them.

Home Improvement

One thing that it seems like everyone is doing is working on projects around the house and yard, and in the case of one W5’er a treehouse! It seems this is a theme isn’t limited to W5 as every time I pass a Lowe’s or Home Depot the parking lot is always full. Both companies were quick to roll out curbside pickup options and have experienced growth while other companies are feeling the squeeze. Both Lowe’s and Home Depot saw strong revenue growth this past quarter as people took their time at home to spruce things up.

Video Streaming

It can be hard to find something to do at night when you can’t go out – and many are turning to their TVs. Nearly everyone at W5 has been streaming a show during the lockdown. I have personally been enjoying Community on Netflix. Netflix saw over 15.8 million new subscribers join last quarter, nearly double the number expected. If you have any good recommendations for series or movies that are streaming online please let me know!

Biking

With many gyms closed and the constant feeling of being cooped up bike sales have surged. Many of us at W5 have been in on the craze and are spending lots of time outdoors riding. A fellow market research group, The NDP Group, reported that bike sales have shot up 121% a compared to a year ago. In my hometown it was reported that the local bike shop owner had to close for a day just to assemble new bikes for the sales floor and manufacturers can’t keep up with demand.

Exercise

While America, and W5’ers, try to find ways to avoid the Quarantine 15, sales of home fitness equipment have skyrocketed. Reuters reports a 130% increase in home fitness equipment. In the article, a fitness equipment supplier was quoted saying demand was, “exceeding Black Friday levels, every day since March 13..” Additionally, many gyms are now offering “virtual memberships” that offer access to classes and training online. Getting outside for a run is one of the only things keeping me sane and it’s nice to see I’m not the only one feeling a bit cagey.

A few messages on Slack and email caught me up to date on what everyone at W5 is up to, and it turns out we have been spending our time in similar ways as everyone else. If you’ve been passing the time in quarantine in any unique or interesting ways, or you just have a good book or movie recommendation please let us know!

08
Jun

Integrating Agile Innovation

Posted by: Tristan Shook in: emerging technology , knowledge , market research No Comments on Integrating Agile Innovation

For many organizations, the current crisis has illuminated the need to understand their customers and act quickly to deliver products that meet their needs. Pursuing new ideas can be a long, arduous process unless a process is in place for nimble, quick-turn innovation.

W5 recently supported a F500 CPG company in implementing a quick-turn, agile process for brainstorming innovative new product concepts, prototyping product language and visuals, and testing the initial concepts with consumers.

Approach

W5 facilitated a three-step innovation process over just three days. On day one, W5 strategy consultants led an innovation workshop (more on W5’s strategic services) that empowered internal stakeholders to empathize with the consumer, identify unmet needs, and outline a number of product concepts. W5 incorporated knowledge sharing and creative ideation exercises to engage a large, cross-functional internal audience.

On day two, a smaller team refined the concepts and worked with a designer to visualize and bring the products to life. On the final day, W5 moderated focus group discussions with loyal and aspirational audiences to capture consumer feedback and gauge the viability of each potential product (check out W5’s wide range of qualitative services).

Results

After the three-day process, W5 identified a new product concept that appealed to the client’s core audience, another that effectively targeted an aspirational audience to draw them into the category, and a third that held universal appeal. The client was able to turn what is typically an extended product development cycle into a three-day agile process that encompassed everything from initial ideation to consumer testing.

01
Jun

W5 is Now Legal

Posted by: Tom Daly in: branding , culture , knowledge , market research No Comments on W5 is Now Legal

Reaching one’s eighteenth birthday is a milestone―the threshold of adulthood. At eighteen one is autonomous; your vote counts.

Eighteen years ago, I was sitting in my spare bedroom, or office at the time, in downtown Charleston, South Carolina. I had made the leap from senior executive for a Honomichl 50 market research firm to unemployed―I knew a business model focusing on ‘high touch’ bespoke research that took the time to transform complex and often abstract client objectives into actionable research studies had a place in the business world. Up until then everyone I encountered on the supplier side was too focused on “business” aspects, and not the research itself. I was disillusioned; I had to find my own way. W5 was born.

I still get the question: “What does W5 stand for?” So once again: who, what, when, where, and why. Journalism 101―make sure you include all five elements in your story and the reader will understand what’s going on. Though I’ve never taken a journalism course, it made sense to me. Besides, it was easy to write and tough to mispronounce. Right away I began traveling the globe for a Fortune 50 technology company and parsing insights for a hot emerging advertising agency. It just kind of ‘happened.’

Shortly thereafter I moved to Chapel Hill, North Carolina to take advantage of a larger airport and a bevy of sharp college grads from UNC, Duke, and NC State avidly seeking careers in consumer behavior, which was coming into vogue. Who knew? From there I quickly became “we” and W5 flourished. Marty Molloy, Andy Willard, and Tristan Shook joined in succession. A few years later, Amy Castelda née Mock, came on board―over 75 years of experience among partners. They joined in their 20s and never left.

In market research, like most professional services firms, it’s the people who make a great company, not a hot product or newfangled technology. As my former boss Rich would say, “who’s going to write the report?” Besides, if you have a preferred approach, you’re no longer open to a range of methodologies to meet clients’ varied needs, i.e., “if all you have is a hammer, all the world is but nails.”

Over the years I think the reason W5 has been a trusted research partner to many companies and their advertising agencies is that as primary market researchers we’re “approach agnostic.” There is no “W5 way.” No secret approaches or proprietary hidden algorithms. Instead there are a series of probable approaches to achieve a set of desired outcomes. Such is the world of custom primary market research―to utilize a series of tried and trusted tools and techniques, yet acknowledging those tools are secondary to the expertise of the market researcher utilizing them.

The trick is choosing the simplest, and therefore elegant, approach to capture the greatest amount of insight within the parameters of a study’s design. Market research is the reporting on human consumer habits, practices, and thought. People, while complex, remain fairly reasonable creatures. Overly complex research, or research with a prescribed design, I find, is often more of a vanity project and rarely serves the purpose it set out to achieve.

In closing, I’ll mention the best thing about being a custom primary market researcher at W5 is we’re jacks of all trades, but an ace of none. We revel in novelty; we learn from one category and apply those insights to another. Our specialization is our plurality; we remain true polyglots. One year, healthcare research will be disrupted and suddenly in vogue, omnichannel strategies the next, etc. I can only imagine the effect COVID-19 will have on market research, perhaps rewriting all the rules and making past research initiatives out of date.

For nearly two decades, W5 has been in the middle of many new discoveries, often with a seat at the head of the table, moderating focus groups or leading research implementation workshops for clients, as well as speaking at global research and advertising conferences.  We’re already laying the groundwork for new paths to guide clients and their audiences. As we enter a new epoch, leaving our homes and moving forward, W5 endures.

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