• About
  • Services
    • Qualitative
    • Quantitative
    • Strategy
  • CASE STUDIES
  • RESOURCES
  • Blog
  • Contact
  • About
  • Services
    • Qualitative
    • Quantitative
    • Strategy
  • CASE STUDIES
  • RESOURCES
  • Blog
  • Contact
08
Feb

Key Themes in Super Bowl LV Advertising

Posted by: Kana Feng in: advertising , branding , culture , knowledge , marketing , Media , study No Comments on Key Themes in Super Bowl LV Advertising

Though many of us stayed home this year, excitement for the Super Bowl was as present as ever! As a market researcher who partners with advertising agencies day-to-day, Superbowl ads are something I look forward.

In a recent study, 55% of consumers indicated their main reason for watching ads is ”for a laugh.” This is understandable especially considering the year we’ve all experienced, and many ads achieved this.

However, it’s important to note Super Bowl ad space has been a platform for many brands to share their values and this year was no different.

In fact, because so many events took place this past year, it may be a good idea to focus on themes that jumped to the forefront. Here are just a handful of ads grouped into prominent themes:

*Brands listed alphabetically within each theme

Sustainability and the Environment:

From agricultural practices, reducing food waste, and taking important steps for the future of the planet, these brands introduced their views on sustainable practices and protecting the environment:

Chipotle “Can a Burrito Change the World?”

GM “No Way, Norway” (Honorable Mention: Audi Norge’s response)

Hellman’s “Fairy God-Mayo”

Supporting Local Businesses:

Delivery services took the opportunity to highlight their services that support local businesses:

Door Dash “The Neighborhood”

Uber Eats “Wayne’s World & Cardi B’s Shameless Manipulation”

Connectedness and Unity:

Some brands emphasized the beauty and need for connection and unity at a time when people are literally and figuratively separated:

Anheuser-Busch “Let’s Grab A Beer”

Jeep “The Middle”

Representation:

From a diverse group of celebrities (Tracy Morgan, Awkwafina, Cardi B, Dan Levy, and Michael B. Jordan), a Paralympic athlete (Jessica Long in Toyota’s ad), to the realities and interests of everyday Americans (e.g., Huggies, Indeed, Verizon, Anheuser-Busch, etc.), representation was an understated but important theme. As someone who has felt more seen by brands these past few years (shoutout to Etsy’s holiday ad!), this is a welcome trend I hope to see in the months and years to come. 😊

What were your favorite Super Bowl ads this year? Did you see any other important themes and trends? Let us know in the comments!

26
Jan

2020 At-A-Glance

Posted by: Amy Castelda in: advertising , emerging technology , study No Comments on 2020 At-A-Glance

We want to take a moment and reflect on what we were up to last year at W5 with hopes our solutions might inspire research ideas for you and your team in 2021. Here is a glimpse at some of the highlights:

  • A home durable manufacturer sought insights to influence UX strategies and support launch of a new DTC brand. W5’s research identified best-in-class eCommerce examples and prioritized consumer expectations to inform the optimal UX consumer experience.

  • Conducted a segmentation to identify the core behavioral, attitudinal, and psychographic factors that distinguish beverage consumers. Six months later, W5 fielded a Segmentation Pulse Check, tracking key segment classification and category behaviors to ensure stability of the segments, refreshing cluster analysis to reflect marketplace shifts.

  • A popular noodle brand wanted to identify the target audience for a new product, including who they are, how they think, and what they are looking for on shelf. W5 provided a demographic and psychographic profile of the newly identified audience to create a roadmap for a positioning and media buy strategy. 

  • To ensure a healthcare system’s brand tracker remained relevant as the landscape shifted, W5 conducted a workshop to identify new areas of interest, market concerns, and hypothesized changes in consumers’ attitudes and behaviors to refresh the tracking survey, enabling ongoing monitoring of these new strategic areas, in addition to tracking of traditional brand metrics.
  • Recognizing an opportunity to innovate their product line of to-go containers given rapid changes in the foodservice sector due to COVID-19, W5 partnered with a leading container brand to conduct a concept screen to identify top concepts to pursue, followed by an ideation session to guide refinement of winning concepts prior to production.

We look forward to seeing what 2021 has in store as we continue to help brand and their agencies navigate market and behavioral change. If nothing else, it sure is an interesting time to be in marketing research!

04
Jan

How Will History View The Near Future

Posted by: Martin Molloy in: culture , emerging technology , knowledge , marketing No Comments on How Will History View The Near Future

I was cleaning out my office and found an article I clipped out from the New York Times in 2010. On September 13, 2010 Douglas Coupland (the author who coined the phrase Gen X) published a dictionary of the near future. He said, “the thing about the future is that it never feels the way we thought it would.”

Given how 2020 was so concentrated with events and new language, I thought it was interesting to look back on how, ten years ago, Coupland was thinking about the near future. Given we have new terms from 2020 like new normal, BLM, contract tracing, Doomscrolling (a personal favorite), Pod, Virtual Happy Hour (or virtual anything), Zooming, etc. I was reading the article thinking which of his ideas are still with us.

Some things that seem especially pertinent to today include:

Frankentime: What time feels like when you realize that most of your life is spent working with and around a computer and internet.

Interruption-Driven Memory: We remember only red traffic lights, never the green ones. The green ones keep us in the flow, the red ones interrupt and annoy us.

Blank-Collar Workers: Formerly middle-class workers who will never be middle class again and who will never come to terms with that.

Post-Human: Whatever it is that we become next.

The last one seems very relevant for today. With the New Year we cannot lament about this year any longer, it’s stretched into a period of time or a brief era, straddling two years. Given the concentrated series of changes people have gone through, I’m curious to see:

What we embrace and do more of…

What we leave behind to never do again…

What new things we keep around a while…

As interesting as 2020 was, it feels like 2021 and 2022 will be more transformative for people as we change how we entertain ourselves, cope, shop, interact with each other, interact with brands, etc. Instead of being a reaction to a crisis the next one to two years will present more of an opportunity to carve a new path based on new choices, old choices, and the reality of a changed economy and world.

By the way, if you want to look back on words that you will never want to hear again in a year or two, the NYT published a list of those too, which you can find here.

22
Dec

Happy Holidays!

Posted by: Amy Castelda in: Uncategorized No Comments on Happy Holidays!

We extend our warmest wishes for the Holiday Season to our clients, vendors, colleagues, and friends!

23
Nov

Exercising Empathy From All Angles

Posted by: Megan Giedraitis in: culture , market research No Comments on Exercising Empathy From All Angles

To understand the needs and motivations of consumers, empathy is an oft-used term in the market research industry. While it feels it gets tossed around frequently, it is important to look at empathy from different perspectives. The ability to relate to others is essential in learning how people think and behave which helps businesses more clearly understand their consumers and identify their needs. To cultivate this human-centered mindset, we believe in collaborative approaches to elevate the voice of the consumer while focusing on the research objectives on the table.

Theme of the Month

For November’s Theme of the Month meeting, W5er’s got together virtually to share stories about a resonant topic followed by key takeaways and action steps based on various learning resources. This month we dove into EMPATHY.

Here’s a few strategies we learned for building and integrating an empathetic mindset in our personal and professional lives:

Be Present

Colleen Stanley, president and Chief Sales Officer of SalesLeadership, Inc., highlights the importance of forming a true connection with others in this webcast.She offers the simple act of turning off your notifications to pay attention to what’s before you and illustrates the value of taking off your shoes to see the world from another perspective. By staying present and focused, “you’ll build influence and trust,” Stanley says.

To keep the conversation elevated as market researchers, we can:    

  • Practice active listening – Improve communication skills by practicing active listening to stay engaged in conversations

Broaden Your Tribes

In this episode of NPR’s Hidden Brain, You 2.0: Empathy Gym, psychologist Jamil Zaki describes empathy, not as a fixed trait, but rather a muscle we need to exercise. He explains how empathy allows us to look outwards but also encourages association with groups similar to us. If we recognize our narrow-mindedness we can broaden our tribe and embrace a shared human experience.

One way to increase empathy is to welcome experiences promoting immersion to understand others’ lives.  One approach W5 takes to embrace new points of view and push outside our “bubble” is:

  • Volunteering for a Cause – Become engaged in interesting interactions and get involved in experiences outside our comfort zone by volunteering for a meaningful cause

Acknowledge Others

In this TED talk series, An Ode to Unsung Heroes, speakers share stories honoring those devoted to taking care of our communities. From lunch ladies, to librarians, to trash collectors, these workers are the backbone for essential societal structures. Throughout the talk, speakers reveal the power of gratitude for these largely unnoticed roles and practical ways to cultivate empathy for others.

To acknowledge other human conditions in research, we can:

  • Understand Impact – Be mindful of the unique risk factors and impact COVID-19 has had on others while listening to understand their story

Dive Into Fiction

While plenty of self-help books offer advice on creating that empathetic edge, research suggests that reading literary fiction is associated with improvements on Theory of Mind tests, a common psychological measure for empathy and understanding. You can become transported into a character’s mind while going through a war, traveling as an immigrant, or living in poverty.

Here’s some of W5’s favorite fiction titles to improve empathy:

  • Jane Eyre by Charlotte Bronte
  • As I Lay Dying by William Faulkner 
  • The Snow Child by Eowyn Ivey
  • The Good Earth by Pearl S. Buck

Early Insights

If you have ever seen children’s TV shows, you are familiar with the flashing colors and exaggerated sound effects. These perky programs are much more than entertainment for kids (and torture for parents). Themes of kindness and caring for others has always been present in kids’ shows, but recently there has been a steady increase in empathetic programming.

Inspired by kid-focused narratives depicting a world of friendship, positivity, and courage, we hope to:

  • Keep It Light – Associate empathy with feelings of warmth as well as a motivation to improve one’s condition rather than experiencing suffering

We believe great research starts with asking questions and creating connections to understand different viewpoints and life experiences. What does empathy look like for your team? Share your strategies with us in the comments below.

02
Oct

The Annual Market Research Podcast Award

Posted by: Amy Castelda in: advertising , emerging technology , knowledge , market research , marketing , podcast No Comments on The Annual Market Research Podcast Award

As of October 2020, PodcastHosting.org found there to be over 1,000,000 podcasts globally and over 29 million episodes available for download. In the US, 75% of the population is familiar with the term “podcasting” and 37% of people (104 million) listen to podcasts at least every month. Genres range from true crime and Sci-Fi to narrative and philosophy, featuring a plethora of podcasts for listeners to choose from, including the market research (MR) industry.

We’re huge fans of podcasts here at W5 (see Podcast Recs from W5) and take a keen interest in those published by our friends and colleagues in the insights industry.

Each year the list of MR podcast grows, and thanks to Little Bird Marketing, in partnership with GreenBook, these podcasts are recognized for their cutting-edge content, innovation, and industry contributions. However, only one podcast in the insights industry captures the title and glory of MR Podcast of the Year. In 2020, that title goes to THE PRS IN VIVO PODCAST.

PRS IN VIVO had tough competition with DATA GURUS PODCAST and MR REALITIES PODCAST close on their heels as first and second runners up.

Additional mentions and 2020 nominees include:

7:47 Conversations
Audible Insights
Engagious
Finding the Edge
Happy Market Research Podcast
The Insight Out Show
Intellicast
MRXplorer Podcast
Retail Ready
Content is Your Business
Stories of Market Research:
The Insightrix Podcast

The New Mainstream

Congratulations 🎉 to all the nominee and winner of the 2020 Market Research Podcast Award! We look forward to seeing what the 2021 awards will have in store.

Happy listening!

24
Sep

Embracing Cultural Adaptability

Posted by: Megan Giedraitis in: culture , knowledge , podcast , social networking No Comments on Embracing Cultural Adaptability

Cultivating an impactful company culture while operating mostly remote is no simple task. While a shift to digital platforms has offered a level playing field for employee involvement, most virtual interactions offer only one-sided conversations and little room for creativity.

Thankfully, as humans, we have evolved unique and highly flexible techniques for adapting to novel environments. This was true for an initial pivot to an all-virtual business model and is now relevant for maintaining strong company culture. By embracing cultural adaptability, organizations can tap into innovative strategies to widen coworker interactions and reignite team cohesion.

Here’s how W5 is taking advantage of online opportunities to keep morale high and fuel collaboration:

Theme of the Month

To create an environment for candid conversations, W5’ers recently got together for its first ever Theme of the Month meeting. The team now meets virtually once a month to learn about a topic that inspires professional and personal growth. For September, the theme was MOTIVATION.

To personalize the experience for each employee and push beyond the possible stressors of a book club format, the W5 team is given free rein on their choice of learning. We begin the meeting by sharing stories of how the theme plays out for each of us. Below are five quick techniques we discussed to stay motivated:

  1. Just 5 Minutes is a method to “trick” your brain into thinking you are focusing on a task for just five minutes. More often than not, the five minutes will run out and next thing you know you completed an hour-long living room workout.
  2. The Pomodoro Technique is an effective time management tool for not only getting momentum on a task but also remembering to take breaks to reduce the need for long recovery at the end of the day.
  3. The 5 Second Rule is a simple practice made to build new habits. Have an idea? According to bestselling author Mel Robbins, to shift out of automatic thinking patterns, you have five seconds to take action.
  4. Creating To-Do Lists of never-ending tasks is one thing, but designing a checklist with small, doable steps will help get projects done. 
  5. 2-Day Rule is all about showing up and doing the work. Under any circumstance, never skip a habit more than two days in a row.

After sharing a quick recap of resources read, watched, or listened to, key learnings are shared among the group. Here’s a few resources and takeaways on motivation to inspire you and your team to stay on track:

  • Maslow’s Hierarchy of Needs Updated: Humanistic psychologist Scott Barry Kaufman, points out that humans are complex. We have an inner destiny, but we also need to pay the bills. As we work to stay focused on initiatives through current challenges, it is important to nurture needs along the entire pyramid.
  • Discipline Equals Freedom: In this episode of the Tribe of Mentors Podcast, retired U.S. Navy SEAL officer and bestselling author, Jocko Willink, discusses putting up boundaries to create freedom in your life. Looking to be free from health issues caused by poor lifestyle choices? Create discipline to maintain a balanced diet and consistent exercise routine.
  • Dopamine Detox: By way of Silicon Valley, this trend is based on the notion that overstimulation from screen time may lead to a tolerance for dopamine, the neurotransmitter associated with pleasure and happiness. By avoiding stimuli that trigger impulse behaviors, we can take a must-needed rest at baseline. The goal of the “detoxing” is to derive pleasure and feel motivated with less dopamine. (One of Netflix’s top watches, The Social Dilemma, highlights the dangers of this overstimulation as well).
  • Staying Focused Under Pressure: In this TED Talk, Seattle Seahawks quarterback, Russell Wilson, emphasizes that life is tough and there are challenges we simply cannot predict. He recommends cultivating neutral thinking or looking at the truth of the situation. By living moment-to-moment without an emotional lens, we can successfully visualize and carry out our goals.  

W5 believes in a culture that embraces curiosity and perspective and adapts to an ever-changing landscape. Share how your team is kindling its culture in these challenging times!

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:

  • “The Generation Z Guide” by Ryan Jenkins
  • https://www.businessinsider.com/gen-z-shopping-habits-kill-brands-2019-7
  • https://blog.ryan-jenkins.com/generation-z-vs-millennials-the-8-differences-you-need-to-know
  • https://www.kasasa.com/articles/generations/gen-x-gen-y-gen-z
  • https://www.theguardian.com/us-news/2020/jun/22/gen-z-hate-millennials-handy-guide-generation-wars
  • https://www.greenbook.org/marketing-research/How-Market-Research-Helps-Understand-Generation-Z-1022244
  • https://fuelcycle.com/blog/reach-millennial-gen-z-customers-conducting-research-unengaged-generations/
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:

  • “The Generation Z Guide” by Ryan Jenkins
  • https://www.businessinsider.com/gen-z-shopping-habits-kill-brands-2019-7
  • https://blog.ryan-jenkins.com/generation-z-vs-millennials-the-8-differences-you-need-to-know
  • https://www.kasasa.com/articles/generations/gen-x-gen-y-gen-z
  • https://www.theguardian.com/us-news/2020/jun/22/gen-z-hate-millennials-handy-guide-generation-wars
  • https://www.greenbook.org/marketing-research/How-Market-Research-Helps-Understand-Generation-Z-1022244
  • https://fuelcycle.com/blog/reach-millennial-gen-z-customers-conducting-research-unengaged-generations/
123Next

Next Page »

Recent Posts

  • Key Themes in Super Bowl LV Advertising
  • 2020 At-A-Glance
  • How Will History View The Near Future
  • Happy Holidays!
  • Exercising Empathy From All Angles

Categories

  • advertising
  • Blog
  • branding
  • Collection
  • Conference
  • culture
  • Data Visualization
  • Data Visualization Infographics
  • emerging technology
  • Fashion
  • Gen Z
  • infographics
  • internet
  • iPhone
  • knowledge
  • links
  • logo
  • market research
  • marketing
  • Media
  • packaging
  • podcast
  • Press
  • product innovation
  • quotes
  • social networking
  • study
  • technology
  • Uncategorized
  • web innovation

Archives

W5 Blogroll

Alltop – Market Research
BrandSavant
Code Switch
Cool Infographics
Design Observer
Designing for Humans
Grant McCracken
The Green Book Blog
Harvard Business Review
Herd – Mark Earls
Influxinsights
Joel Rubison on Marketing Research
JWT Intelligence
Kottke
The LoveStats Blog
Noah Brier
Pew Research Center
PSFK
Russell Davies
Smart Mobs – Howard Rheingold
The Survey Geek
Think Insights
Vovici Listening Post

W5-Logo-R_vector_1

Recent Blog Posts

  • Key Themes in Super Bowl LV Advertising

    February 8, 2021 at 9:39 pm

  • 2020 At-A-Glance

    January 26, 2021 at 9:29 pm

  • How Will History View The Near Future

    January 4, 2021 at 7:53 pm

LATEST TWEETS

    Sorry, no Tweets were found.

Contact Us

GENERAL INQUIRIES:
inquiry@W5insight.com
RFPs:
RFP@W5insight.com
CAREERS:
careers@W5insight.com

W5 HEADQUARTERS:
3211 Shannon Road, Suite 610
Durham, NC 27707
T: 919.932.1117 • F: 919.932.1127

© 2016 W5® • All Rights Reserved.
WHITESPACE INNOVATION

W5 can support your team to identify market opportunities and leverage strengths to create meaningful differentiation. Whitespace Innovation initiatives combine primary research to understand current consumer perceptions as well as strategic initiatives to brainstorm future opportunity.  

W5 will often leverage unconventional research approaches to elicit compelling ideas for how your brand can innovate within the category. 

W5’s Whitespace Innovation projects can help you: 

  • Identify your brand’s current position and opportunities in the category 
  • Create meaningful product and brand differentiation 
  • Promote a culture of innovation and creative thinking
RESEARCH PLAYBOOKS

Playbooks tell a visually compelling story, distilling research findings for the highest possible impact across your organization. W5 develops Playbooks to simplify and communicate research learnings into an action plan that is entertaining, easily digestible, and understood by all.

These deliverables distill traditional detailed research reports into engaging narratives, stirring conversation and hypotheses. 

Research Playbooks can help you: 

  • Consolidate findings from across research initiatives 
  • Make research pleasing and appealing for internal stakeholder audiences 
  • Visualize findings in compelling ways
RESEARCH ACTIVATION WORKSHOPS

Research Activation Workshops are interactive sessions that encourage your team to understand and then apply research findings to strategic initiatives. These sessions use research engagements as the springboard for internal collaboration and engagement. 

W5’s ideation facilitators start with a presentation of findings and then use creative exercises to elicit new ideas from participants. Each engagement ends with a prioritized list of action items to explore in the short and long term. 

Research Activation Workshops can help you: 

  • Get more from your research 
  • Familiarize internal audiences with the research results 
  • Encourage creative thinking and life beyond the final report
PERSONAS ARCHETYPE CREATION

Personas are tools for understanding and empathizing with consumers, clients, or end-users. They present a complex marketplace as a series of archetypes with names, faces, and perceptions, offering a shared foundation for teams in all parts of your organization to understand what your customer wants and needs.

Personas allow designers, marketers, product developers, and other internal teams to empathize with consumers and understand their needs in an easy-to-understand manner leading to smarter products and services. 

Personas can help your organization: 

  • Align on strategic goals based on consumer needs 
  • Visualize, understand, and empathize with the consumer 

Read our White Paper on Personas

META-ANALYSIS OF EXISTING RESEARCH

W5 can review existing primary and secondary research to develop a custom report centralizing understanding of your brand to springboard further strategic thinking. This provides your team with a cohesive understanding of the market and brand performance, adding richness and important context to research results.  

Often organizations have a repository of research reports that are not acted upon. W5 uses these data points to summarize and tell an otherwise buried story. Resulting reports are eminently more readable and actionable. 

Meta-Analysis approaches can help you: 

  • Find value in existing research 
  • Consolidate research findings in an easy-to-understand narrative
  • Uncover buried insights and inspire internal stakeholders 

Read our Thought Piece on Meta-Analysis 

Read our Case Study on Meta-Analysis

JOURNEY MAPPING

W5’s strategy practice works closely with qualitative and quantitative researchers and client teams to transform Consumer Journey research into engaging and lively visuals.

This collaboration combines research analysis with the design and visualization process. W5 produces detailed Journey Maps that clearly plot major touchpoints, key moments of truth, journey barriers, and the emotional steps of purchasing a product or service. 

W5 can help your team: 

  • Identify key moments in the Consumer Journey with your product, service, and brand 
  • Visualize the journey to promote stronger internal awareness and understanding 
  • Share and socialize the consumer journey with internal audiences 

Read our White Paper on Consumer Journeys 

Read our Case Study on Consumer Journeys

INTERACTIVE PRESENTATIONS

W5 works with you to create Interactive Presentations for sharing research across your diverse internal audiences. These presentations distill reports into key themes and ideas presented alongside charts, video, images, and quotes.

These deliverables are more dynamic versions of traditional research reporting by leveraging illustrative tools to tell a more compelling story. 

W5 can develop Interactive Presentations that help you: 

  • Make research findings easier to socialize throughout your organization 
  • Generate internal interest in research results 
  • Enable internal teams to engage directly with the data and embrace its implications
IDEATION AND CO-CREATION SESSIONS

In creative problem solving, the quality of a solution depends on the ability to generate creative and strategically sound ideas. W5’s Ideation Workshops use creative activities, lateral thinking, and brainstorming to inspire new ideas and solutions.

Our facilitators cater discussions to your organizational goals ensuring tangible strategic actions that can be applied immediately following the session. 

Ideation and Co-Creation Sessions can help you: 

  • Structure and formalize consumer insights 
  • Make research insights actionable 
  • Engage stakeholders in research and ensure the results are applied
DOCUMENTARY VIDEOS AND HIGHLIGHT REELS

W5 produces and edits research videos that illuminate consumers’ lives through stories and scenes, with a goal of encouraging consumer empathy and understanding translating into better products, communication, and stronger brand equity. 

W5 also produces short films that summarize findings in the voice of the consumer. These 3-5minute stories encapsulate research findings and provide an easy way to understand your consumers’ mindset.

W5’s video deliverables can help you: 

  • Share and socialize insights with a broad internal audience
  • Bring the consumer to life and inspire internal teams to put the consumer at the center of your design, product, or messaging strategy 
  • Generate interest and entice internal stakeholders to take greater interest in research results

Read our Thought Piece on Video Ethnography

CATEGORY LANDSCAPE ASSESSMENT

W5 can create a complete picture of the competitive landscape, highlighting current category trends and alerting you to future developments. W5 leverages multiple methodologies to assess the Category Landscape, including social media synthesis, online trend analysis, expert interviews, and primary marketing research. 

W5 can help you: 

  • Understand where your brand fits within the current market 
  • Identify potential challenges and threats 
  • Pinpoint trends likely to influence your industry
  • Establish a baseline category understanding before more in-depth research
ARTIFACTS AND INSTALLATIONS

Artifacts and Installations include any method of communicating research findings that goes beyond the standard research report. These elements challenge expectations through novel presentations and unexpected media. 

W5 creates deliverables that can take many forms, custom designed to integrate into internal spaces and attract stakeholder attention. 

Incorporating these deliverables can help you: 

  • Share and socialize research insights throughout your organization 
  • Generate interest in research and promote a culture of customer-centric thinking 
  • Promote long-term engagement with research insights

Read our White Paper on Design Driven Deliverables 

PRICE SENSITIVITY RESEARCH

The marketplace is constantly evolving and there are times in every industry when it is necessary to assess your pricing strategy. Price Sensitivity research is valuable in gaining perspective into the optimal price-value balance. W5 typically uses the Van Westendorp pricing model to efficiently evaluate client pricing. 

The Van Westendorp technique applies four simple questions regarding a product or service, requiring survey respondents to rate each price in context with product/service offerings and perceived benefits. This method yields clear and intuitive data that identifies the range of acceptable price points, providing a solid basis to assess pricing strategy. 

Understanding consumers’ price sensitivity can help you:

  • Identify the optimal price point for a product or service
  • Model the range of acceptable prices driven by consumer purchase intent and in the context of brand equity, offerings, and benefits
  • Assess consumer demand above and below the pricing range to understand market implications

For more in-depth information on pricing analyses, W5 recommends Conjoint Analysis.

BRAND HEALTH ASSESSMENT

A Brand Health Assessment includes evaluation of consumer awareness, consideration, and engagement with a brand to generate insights on market positioning. Through a quantitative survey featuring validated brand metrics plus custom questioning, the “health” of the brand is measured and compared to key competitors. 

Through a W5 Brand Health Assessment you gain perspective into your consumers’ relationships with the brand beyond awareness, to explore their past, present, and future experiences with the brand.

Brand Health Assessment can help you:

  • Measure your brand health (awareness, consideration, usage, recommendation)
  • Understand your brand positioning and opportunities relative to competitors
  • Profile different audiences’ relationship with your brand
BRAND EQUITY EXPLORATIONS

Brand Equity is focused on consumers’ perceived value of a brand, beyond just their opinions of products or services. To understand brand value, an exploration of brand equity includes more than an assessment of current brand health and image. A forward-looking perspective is necessary to guide business strategy. 

W5 Brand Equity Explorations include brand health (i.e., awareness, consideration, engagement) and brand perceptions (i.e., overall image, brand performance on valued attributes, etc.) but also the call-to-action of the brand. The call-to-action assessment often includes personal (i.e., consumer research, purchasing) and social (i.e., recommendation, social media advocacy) aspects.

Brand Equity research can help you:

  • Assess brand health in terms of awareness and engagement
  • Understand how the brand is perceived by consumers, particularly on qualities that drive their brand selection
  • Identify ways in which the brand inspires future engagement, including sales
PRODUCT DEVELOPMENT

Product Development is rarely a straight line and can present stops and starts throughout the process. Product Development research can be leveraged to evaluate initial renderings or ideas, test prototypes, optimize features and benefits, test products in natural contexts, and gauge related communications. 

W5 works with clients to employ both online and in-person approaches. In-person approaches are appropriate for hands-on elements or testing functionality and form factor, while online approaches can help narrow options and gauge overall reactions to attributes, design, and messaging. 

Product Development research can help you:

  • Narrow options around product features and design
  • Identify potential usages or pain points early in the process
  • Clarify areas of confusion or uncertainty 
  • Create a differentiated product that stands out from competitors
  • Eliminate false starts or development mistakes
AUDIENCE PROFILING

Audience Identification and Profiling research paints a detailed picture of a core market―their demographics, basic category behaviors and attitudes, psychographics underlying those behaviors and attitudes, and opinions of the marketplace. This method is a critical step when introducing a new brand or product and can be a cost-efficient alternative to a segmentation.

Beyond basic statistical profiling, W5 explores the relationship of consumer lifestyles, life stages, beliefs, and habits to define their potential engagement with the brand and/or product.  Audience Identification and Profiling is best used to identify a target audience for a product, service, or message. This strategic market insight will help you:

  • Identify a core market within a broader target
  • Estimate the scope of opportunity for a brand or product with that target market
  • Inform strategic brand or product positioning
  • Develop meaningful and resonant messaging
ATTITUDE AND USAGE RESEARCH

Attitudes and Usage (A&U or AAU) research answers essential questions of “what?,” “where?,” “why?,” and “how?” around consumers’ decision making within and across market categories. W5 A&U studies provide a robust and reliable snapshot of consumer sentiment and behaviors at a moment in time but can also be conducted to inform future strategy. They are a valuable tool for market hypotheses, exploring brand and product appeal and opportunity, and identifying the impact of recent or forthcoming marketplace changes.

Attitudes and Usage research can help you:

  • Identify nuances of consumer behaviors in the category
  • Understand consumer rationale for category perceptions and decisions
  • Gauge your competitive positioning
  • Resolve hypotheses and assumptions of consumer behaviors and mindsets
CONCEPT TESTING

Product and Positioning Concept Testing provides insight on how a product, service, or branding can cut through competitor offerings to fit consumers’ needs and desires. Thorough and strategic testing of proposed concepts will ensure success by identifying consumers’ rationale for specific likes and dislikes.

There are many ways to accomplish a concept test―monadic testing, paired comparison, proto-monadic evaluation, concept screening, etc.―however, not all techniques are applicable in every situation. W5 builds a custom approach based on the number of concepts, depth of presentation, selected audiences, and needs for comparative insight. A strategically designed research study will reveal resonant winners and relative losers and can help you:

  • Understand perceived benefits and shortcomings of each concept
  • Determine which concepts should be developed and refined and those to leave behind
  • Identify areas of improvement to integrate into an optimized offering
MESSAGE TESTING

The Message Testing process begins with creative stimuli and copy and ends with a refined message. Quantitative research plays an important role to ensure message effectiveness by eliciting consumer feedback on appeal, relevance, and call-to-action. 

W5’s approach to Message Testing provides multiple viewpoints on stimuli through a proto-monadic survey design where copy variations are assessed independently and randomly before comparative questions are asked. The result is dual perspectives on clarity, appeal, relevance, and call-to-action of each stimulus providing context and support for winning concepts.

The goal of Message and Copy Testing is to illuminate the best path forward for marketing and advertising. Armed with this insight, you are better positioned to:

  • Select a message or set of messages that will resonate based on a reliable, robust analysis of a large set of target consumers
  • Inform nuanced creative decisions around specific copy, imagery, media channels, etc.
  • Address hypotheses and outstanding questions about how best to communicate brand strengths, differentiation, and relevance
SEGMENTATION

The identification of different consumer groups in the market is a powerful tool for identifying target audience characteristics beyond basic demographics and category behaviors. W5 views Segmentation as the study of consumers’ responses to specific attitudinal, behavioral, psychographic, and category- and brand-related questions. During analysis, consumers with similar attitudes and thought processes are bundled together to create an audience ‘segment.’ 

Segmentation is beneficial for those seeking a reliable understanding of consumers based on stable, real-world criteria. W5 leverages a mix of applied approaches to ensure resulting segments are actionable and capable of informing product/service refinement, brand positioning, and communications strategies.

W5’s approach to custom, strategic segmentation research will:

  • Determine which consumer segments exist and reveal the relative size of each 
  • Evaluate the potential economic value of each segment
  • Identify the behaviors, attitudes, needs, and underlying psychographics of each segment and how these differ from one another 

Read our White Paper on Segmentation 

Read our Case Study on Segmentation

 

CONJOINT/TRADE-OFF ANALYSIS

Conjoint Analysis explores the value consumers place on your products or services and their features. Through a series of conjoint (two or more parallel) questions in an online survey, consumers evaluate different sets of attributes (and the various attribute options, or levels) and make “trade-offs” between services or features. Response across scenarios generates a robust data set processed using sophisticated modeling techniques. W5 can then gauge your consumers’ priorities, identify optimal bundles with market relevance, and explore demand and price sensitivity related to variations in marketplace offerings.

Conjoint Analysis can help you:

  • Understand the unique contribution each attribute and level of that attribute brings to a product or service 
  • Determine minute differences between a series of nuanced product offerings
  • Inform development of customized product offerings to specific target audiences
  • Model and explore consumer demand and price sensitivity based on a robust and reliable primary research data set
STRATEGIC TRACKING

Strategic Tracking research monitors a brand’s perception and strength over time through industry-specific metrics. Through a periodic or continuously-fielded quantitative survey, consumer insights are measured and compared to track changes and guide decisions based on past activity and predictions for future activity. Strategic Tracking supports decision making by examining market changes from one measured period to another.

W5’s approach to Strategic Tracking goes beyond measuring brand and advertising awareness to explore an evolving marketplace, bringing depth and context to consumer behavior and attitudes. Strategic Tracking research reveals understanding of the relative health of your brand and scratches below the surface to determine its fit in the marketplace.

This in-depth ‘state-of-the-brand’ understanding can help you:

  • Measure and monitor brand health (awareness, consideration, usage, advocacy, etc.)
  • Understand which brand strengths contribute to overall performance
  • Understand brand positioning and opportunities relative to competitors
  • Assess the impact of branding initiatives, advertising campaigns, and other marketing communications
  • Profile different audiences’ relationship with your brand and advertising 

Read our White Paper on Strategic Tracking 

Read our Case Study on Strategic Tracking

 

SHOPPER INSIGHTS

Shopper Insights reveal how consumers interact with products and brands within retail environments, both online and in-store. It focuses on every aspect of the shopping experience, from store selection to purchase decision. W5 views shopper insights as a nuanced and complex study of the retail environment, in-store behaviors, in-aisle decisions, and messaging.

Understanding shopper needs and motivations can transform your approach to products, packaging, displays, promotions, experiences, and interpersonal interactions for both brick-and-mortar and online/mobile shopping. W5 leverages a mix of ethnographic techniques to capture insights throughout the consumer journey.

Exploring Shopper Insights can help you:

  • Better position your products within the retail environment
  • Create new value propositions for your brand(s) 
  • Overcome barriers to product adoption and consideration
  • Build loyalty post-purchase

Read our Case Study on Shopper Insights

ONLINE DISCUSSIONS

Online Discussions are comprised of relatively new qualitative research tools that can provide broader access to participants (over both time and geographic areas) without limiting the quality or type of feedback.

These conversations can take place as Bulletin Boards, Online Journals/Diaries, or webcam-enabled IDIs or Focus Groups. The online platform incorporates rich response and reaction tools that allow participants to communicate via text, simple surveys, images, or video. This enables W5 to employ an activity-based approach to asking research questions where participants not only tell you, but show you how they behave and think.

Clients can also be more involved by observing responses in real-time, suggesting follow-up questions as they happen, contributing to an ongoing discussion among observers, and tagging responses to highlight in reporting.

Online discussions can help you:

  • Leverage longitudinal responses to better understand behavior and attitude in the context of real life
  • Gather frank and honest responses in a largely anonymous forum
  • Collect layered, highly personal responses from consumers in the context of their own environments and day-to-day lives
MOBILE ETHNOGRAPHY

Mobile Ethnography is one of the most flexible research tools available, allowing W5 to connect with a wide array of participants spread across time zones and geography via a smartphone app or mobile platform.

Mobile Ethnography allows researchers to virtually accompany consumers in their natural environment. Throughout the process, W5 integrates mobile-enabled activities to increase consumer engagement and generate insight. This may include exploring product usage, daily rituals, shopping experiences, etc. by capturing media and providing feedback in real-time.

Mobile Ethnography is an efficient and minimally invasive way for consumers to share their thoughts and experiences―a multi-sensory landscape of a consumer’s world that can help you:

  • Identify fallacies in reported versus observed behaviors
  • Capture first impressions of new products or services
  • Facilitate understanding of how, when, and why a product or service is used in its natural environment
  • Chart the moments a consumer engages with a product or brand on a daily basis
  • Identify pain points and moments of delight in the in-store or online environment

Read our White Paper on Ethnography

MESSAGE DEVELOPMENT

Before your brand messaging meets the market, qualitative research can provide valuable feedback to ensure relevance. Message Development research can be conducted throughout the process to develop initial ideas, test individual ideas/campaign concepts, or evaluate campaign material or concepts for consistency.

W5 uses both online and in-person approaches to evaluate messaging. In-person approaches benefit from a flexible forum for developing ideas or exploring initial reactions, while online approaches can incorporate evaluation tools such as heat mapping that identify positive and negative associations with specific elements.

Message Development research can help you:

  • Ensure a message or campaign remains consistent in various media (i.e., web banner, print ad, television spot, etc.)
  • Identify essential, need-to-know information for communication about a product, brand, or service
  • Create a unique and memorable voice that rises above digital and visual clutter
  • Assess the clarity and resonance of specific messaging elements
IN-DEPTH INTERVIEWING

In-Depth Interviewing (IDI) is an intimate conversation between a moderator and an individual or small group of participants. It is a preferred approach when research topics are sensitive or more detailed feedback is needed.

Semi-structured, the approach allows conversations to flow naturally, with the spirit of the conversation guiding the questioning and its order. W5 views IDIs as offering several methodological advantages including building a strong rapport and leading to more detailed and evocative feedback. The approach is often direct and focused, with minimal distractions, allowing for more genuine, thoughtful responses.

In-Depth Interviews can help you:

  • Explore individual concerns for a product, concept, or idea
  • Assess independent decision making and behavior among a specific consumer audience
  • Connect with unique, specialized populations to discuss a specific subject in-depth
  • Explore sensitive or emotional topics inappropriate for community discussion
  • Understand complex elements of a client product or service from the experience of a sophisticated end user
FOCUS GROUPS

Focus Groups, a moderated discussion held with pre-recruited participants, are the most widely used and familiar qualitative research tool. They are especially powerful for conducting exploratory research, messaging evaluations, product development, or brand positioning and strategy research.

Their familiarity does not mean they are a tired approach. W5 incorporates creative exercises and activities to challenge participants to think critically and creatively about research questions. New technologies feature a host of multimedia tools that further creative thinking.

Focus Groups can help you:

  • Conduct a broad exploration of consumer opinions
  • Inspire initial ideas to develop into more cohesive concepts
  • Test products, concepts, or campaigns to receive nuanced feedback
EXECUTIVE INTERVIEWING

Executive Interviews are in-depth, one-on-one discussions with professionals, often in specialized industries or roles. Unlike consumer interviews, they require qualitative researchers attuned to industry language and practices who can approach the conversation with an understanding of their specialization and tie their perspectives back to the research goals.

W5 approaches executive or professional interviews by staying flexible in both timing and means of communication, conducted via telephone, webcam, or in-person to accommodate participants’ schedules.

Executive interviewing can help you:

  • Develop branded marketing and communications that resonate with targeted professional audiences 
  • Adapt products and services to address pain points and meet market needs
  • Design new retention strategies to support long-term customer engagement
  • Outline the position of a product or service within the competitive landscape

Read our Case Study on Executive Interviewing

CONSUMER JOURNEY

Consumer Journey maps are tools for visualizing how people interact with your brand, most often in the realm of retail and/or online shopping experiences. These maps diagram each interaction with key behaviors, considerations, and potential barriers that lie between an initial trigger to consider and final purchase.

Qualitative research is instrumental in capturing the defining moments of the process. W5 designs Consumer Journey research to be immersive, incorporating in-person or mobile ethnographic approaches to shadow the consumer during each step in the process. The learning that comes from better understanding the experience as a whole can help you identify specific pain points and barriers and create a strategy to connect with consumers at the most opportunistic touchpoints.

Consumer Journey maps can help you:

  • Understand the myriad of touchpoints consumers encounter in an often complicated journey to purchase
  • Highlight opportunities to increase consumer satisfaction and drive future consideration

Read our White Paper on Consumer Journeys 

Read our Case Study on Consumer Journeys

 

ETHNOGRAPHY

Ethnography is a qualitative research approach that produces a real-world understanding of how lifestyle, culture, behavior, subconscious motivations, and social context influence product selection and brand interaction.

Ethnography is immersive, putting researchers in the consumers’ world to observe how they behave and interact with their environment and how they feel about the experience. W5 ethnographers can expertly evaluate consumer behavior in detail, identifying meaningful patterns and themes that emerge from their explicit and implicit attitudes and needs. Ethnographic research can take place anywhere (home, store, restaurant, etc.) and employs a mix of virtual and in-person approaches.

Ethnography can help you:

  • Understand a specific culture or subgroup of consumers in great detail
  • Observe and identify new contexts for product use, branding, or communication
  • Identify uncommon consumer insights that are simply inaccessible without closer access and engagement with your audience

Read our White Paper on Ethnography 

Read our Thought Piece on Video Ethnography 

 

CONCEPT DEVELOPMENT

Concept Development begins with an idea and ends in your consumers’ hands as a product or service. Concept Development research ensures the final result meets their expectations and needs. 

Initial exploratory research helps create empathy and understanding of consumers’ specific needs. From there, the customer can become part of your development team, providing qualitative feedback with each iteration. By embracing Concept Development qualitative research, you are embracing a customer-centric design process that will make for more successful product launches.

W5’s Concept Development and evaluation research can help you:

  • Develop new ideas or technologies
  • Better understand why specific products struggle
  • Refresh existing products to better meet customer needs
BRAND POSITIONING

Brand Positioning is a strategy to identify competitive advantages and help your brand connect with the right people, in the right way, at the right time. It assumes your brand and competitors occupy the same “space” based on subtle differences in audiences’ rational and emotional preferences. Exploratory, iterative, and interpretive, qualitative Brand Positioning research is ideally suited for understanding these nuances. W5 can help you uncover both rational reasons for brand preferences as well as hard-to-define emotional factors.

With knowledge of your current position and what’s important to your audience, you can clarify your brand’s meaning and adopt positioning strategies that offer long-term strategic value.

W5 can help your brand:

  • Identify its position in the marketplace
  • Define and clarify attributes that matter most to your audience
  • Create meaningful differentiation from competitors or within a brand portfolio
  • Revitalize its presence within the market