The W5 Narrative
Spotlight: ‘Day-in-the-Life’ Research
In this Spotlights, we explore how ‘Day-in-the-Life’ research empowers teams to use an empathetic approach to guiding strategy across a variety of platforms, including campaign messaging, social media channel selection and approach, product innovation pipeline, and key product promotion within the client’s offerings.
Conference Recap: Quirk’s Chicago 2024
Catch up on some highlights from Quirk’s Chicago with W5’s Emma Eyman! Featuring how following the innovation vitality framework and utilizing relevant, predictive insights are key to get ahead of the game, and how we as insights professionals can advocate for ourselves, our data, and our teams to set the business up for success.
Decoding Preferences: Astrology, Blood Types, and Segmentation
Throughout history, the impulse to segment and classify people based on perceived traits can be found across cultural and philosophical contexts. From Astrology to Blood Type Personality Trait Theory, let’s explore the countless examples of categorizing people in the wild.
Products with a Purpose | Marketing with a Message
Uncover how B-Corps, like Patagonia, are championing the eco-evolution through sustainable business strategies and purpose-driven products, sparking a transformative impact on profitability and consumer preferences, especially among increasingly ethically-conscious younger audiences.
Conference Recap: Quirk’s Dallas
Didn’t make it to Quirk’s Dallas? We got you. Check out key themes and session recaps from Personas and Tracking to AI and UX.
Catching Up with Gen Z
Discover the latest insights into Gen Z's world, from controversial figures like Reneé Rapp to climate concerns and shifting mental health dynamics, guiding brands on effective strategies to connect with this influential generation.
Influencing the Influencer Generation
Explore our Gen Z intern's perspective on conducting qualitative research with the "iPad children" - are we edging closer to understanding them accurately?
Decoding the Power of Brand Manifestos
These blog post ideas aim to provide valuable insights, practical guidance, and inspiration for readers interested in the world of brand manifestos. We want to hear what you think!
2023 Highlights to Inspire 2024 Plans
See highlights from the W5 Team’s favorite studies run in 2023! Any of these inspire your plans for 2024?
The Positive Influence of Negative Personas
Explore the often overlooked advantages of 'negative Personas' with W5, as we delve into the art of turning challenging consumers into opportunities, providing a strategic guide for aiming to truly resonate with your toughest audience.