18
Aug

5 ‘Ice Cold’ Case Studies in the Adult Beverage Space

Posted by: Brennan Mullin in: Blog , knowledge , links , market research , study No Comments on 5 ‘Ice Cold’ Case Studies in the Adult Beverage Space

Hard seltzers are invading every party you go to. Check.
Hard seltzer from every brand on the planet. Been there, drank that.
Alcohol-infused Mountain Dew? Yeah, it’s coming next year.

Staying on top of these and other trends is bread and butter for market researchers. Working with providers of adult beverages is no different. W5 has a history as researchers (and consumers) to collaborate with established, global brands, start-up challengers, retailer partners, and delivery services to get products in people’s hands.

We’ve identified pivotal touchpoints in grocery stores, explored segments to identify new marketing opportunities, and even discovered what consumers think of the latest trends, like CBD-infused drinks.

Quench your thirst with these inspiring case studies that uncovered triggers driving trial, brand loyalty, and retail experience enhancements:

Understanding the Shopper Journey to Create New Experiences

THE APPROACH
A global alcoholic beverage brand partnered with W5 to identify pivotal moments impacting beverage selection across retail channels. A robust hybrid approach utilized a custom survey and in-store mobile activities to track experiences and capture key shopping touchpoints and barriers from endcaps and digital engagement to pricing and promotions.

THE RESULT
W5 plotted the shopper journey, highlighting how shifts in consumption occasions and channel choices lead to purchase triggers and drivers to create new shopper-focused and context-specific shopper marketing strategies, ranging from building brand awareness and consideration to in-aisle strategies for disrupting routines and capturing attention.

Insights to Guide Innovation and Entry into the CBD Category

THE APPROACH
To support launch of a new CBD infused beverage line, a national beverage brand needed to capture a holistic understanding of the CBD landscape, including usage occasions and product form. W5 conducted a custom Attitude and Usage survey to gain insight on consideration, purchase, barriers to CBD trial, brand awareness, and more.

THE RESULT
The survey confirmed consumer interest in a CBD infused beverage, even though a drinkable form was less common than infused tinctures or foods. The client also gained insights on why and when consumers want to use CBD products, attitudes among current users, and barriers for non-users to fuel innovation strategies and a go-to-market launch plan.

Exploring New Segments to Future-Proof a Brand

THE APPROACH
A leading spirits producer sought to evolve the brand image of its strongest performing product. W5 conducted a segmentation to confirm a hypothesized target market and then leveraged ethnographic research to understand how segments engage with spirits and cocktails by exploring recipes, social media influences, bar carts, and mixology trends.

THE RESULT
The research profiled new segments and identified ways to connect with consumers who engage not only imbibe but also host, serve cocktails, and other related activities. The data established perspectives on segment attitudes, behaviors, and lifestyles to inspire a new creative campaign, driving tremendous growth among the new segments and elevating the brand’s image.

Tracking the Impact of a Retail Rebrand Over Time

THE APPROACH
A regional wine and spirits retailer and its advertising agency sought to understand the impact of store rebranding on customer satisfaction and shopper perceptions. W5 designed and conducted multiple waves of research with customers and non-customers to measure awareness and perceptions of the rebrand and store consideration.

THE RESULT
The store rebranding was recognized and perceived positively among customers and non-customers alike. The research highlighted aspects of store atmosphere, shopping experience, and improvements in customer service. Study insights were leveraged to refine store design, shopping experience, and inform communications around the refreshed brand.

Dinner Groups to Enhance the Fine Dining Experience

THE APPROACH
A beer, wine, and spirits brand sought to understand what influenced alcohol purchases at fine dining establishments. Dinner Discussion Groups, split by younger and older cohorts, provided an intimate environment to discuss beverage descriptions, pairing, and pricing over dinner and drinks, fostering a space for ideation and collaboration between the client, W5, and consumers.

THE RESULT
W5 identified trends for preferences across wine, liquor, and beer diners’ expectations for spirit offerings, server guidance, and menu details by age cohort and across mealtime moments (appetizer, meal, night cap). The client came away with actionable recommendations for updating menu text, ideas for server training, and appropriate times to promote specific branded spirits to enhance dining experiences.

04
Aug

The Stories We Tell

Posted by: Martin Molloy in: Blog , culture , knowledge , links No Comments on The Stories We Tell

One of the things we try to do here at W5 is tell stories. Data only gets you so far without the story behind it. Stories add context, depth, and richness. I’ve been addicted to stories as long as I can remember since picking up comic books in the 1970s.

One incredible story book are The New York Times obituary pages. They never just give you the facts, but instead dive deep into people’s lives and highlight elements that go far beyond dates and the basics.

Recently, Ron Popeil passed away. While his life was interesting, there was a detail in his obituary that jumped out at me:

His father, Samuel Popeil, was the inventor of the Chop-O-Matic and several other well-known items, and as a teenager Ron began selling his father’s inventions at a Walgreen’s store in Chicago.

His described his relationship with his father, who died in 1984, as all business. In 1974, Samuel’s second wife, Eloise, was convicted of attempting to hire two men to murder him. After serving 19 months of her sentence, the couple later remarried.

Instead of just being a brief remembrance of his life, you start to peel back the layers and wonder about the other people in his life. In two sentences the author shared the most intriguing and interesting detail in the entire piece.

Another obituary that has stuck with me years later is Manfred Gans who escaped Nazi Germany and then went back with U.S. forces to his village to find his parents. His obituary reads like a movie:

In March 1945, he helped free his hometown, the ancient walled city of Borken, where he had been born on April 27, 1922. His house, on the outskirts of town, had been used as a Nazi headquarters; the wine cellar was a torture chamber. His parents, Moritz and Else Fraenkel Gans, had been taken away.

Mr. Gans was determined to find them, though he had no idea if they had survived. He asked his superior officers to grant him a leave. They gave him a jeep and a driver, and the two embarked on a journey that would take them across hundreds of miles of German-held territory.

As researchers, that’s our job― to listen for the elements that aren’t obvious.

What are people really saying, what’s between the lines of what they’re not saying? When are they lying or stretching the truth? When are they obfuscating?

So often I’ll be moderating a focus group and by listening and observing can tell the respondents aren’t reporting what they actually think, feel, and do. Uncovering the truth often involves looking for those unspoken elements or grabbing onto details they find less meaningful. It is in those truths that we often uncover the unexpected, but meaningful, stories that can drive change.  

29
Jul

Spotlight: Getting the Most Value Out of a Brand Tracker

Posted by: Kana Feng in: Blog , Data Visualization , market research , marketing , Media , Spotlight No Comments on Spotlight: Getting the Most Value Out of a Brand Tracker

Brand tracking is an important tool in evaluating growth and progress of a brand, but also seeing gradual, important shifts in the overall market. Here at W5, we help our clients by designing and executing brand trackers that monitor brand health, brand perception, advertising effectiveness, consumer needs and motivations, and more. We combine multiple areas of exploration to create a well-rounded study that guide business decision for the brand.

The case study below introduces an example of our strategic brand tracking research – now in its fifth wave. This research is a great example of two aspects of the brand tracking we do at W5 and how it allows clients to get the most out of this type of research:

  1. Sticking with it (keep track of key metrics wave over wave): By sticking with a tracker for more than a wave or two, we can gain insight to identify anomalies versus actually shifts in the market. But also…
  2. Taking time to reevaluate each wave (adjust small portions of the survey as necessary): Keeping important metrics is a must, but we also advise and encourage clients to take a look at the survey content before each wave goes live ensuing the questions and answer sets are still relevant and up-to-date.

Case Study: Strategic Brand and Advertising Tracking

A leading manufacturer of home appliances and their advertising agency partnered with W5 to conduct a fifth wave of brand tracking research in the U.S. and Canada. The strategic tracker measures brand health, brand perceptions, and advertising awareness/evaluation each wave. It also includes a module of specific questions related to strategic focuses and new product category innovations.

APPROACH

W5 collaborated with the clients to ensure questions in the survey were still pertinent and useful. This year, we adjusted questions to focus on innovation and technology that has become more widespread since the previous wave as well as shifts in behaviors due to the pandemic. Following the collaboration session on the updated Questionnaire, W5 conducted the fifth wave of research to engage a robust sample of homeowners across the U.S. and Canada.

RESULTS

Following data collection and close monitoring of data quality, W5 presented a customized report with results from this wave and all previous waves. By looking at results over a longer period, W5 was able to provide metrics on gradual shifts and important trends in the market versus a one-off data fluctuation. Data from the newly adjusted questions proved to be useful as showcasing the growing need for technology-centric features combined with the waning perceptions of competitor brands as a technology leader. This, in addition the previously tracked brand health metrics, uncovered positioning and marketing opportunities and ideas on how to expand their presence in the market.

Want to learn more about conducting your own longitudinal study to track changing behaviors?
Book a call to continue the conversation.

22
Jul

Longitudinal Studies Track a Changing World

Posted by: Martin Molloy in: Blog , knowledge , market research , marketing No Comments on Longitudinal Studies Track a Changing World

As the world moves through the next stage of a global pandemic and potentially comes out of it, the one constant we will all face is continued change. Given the seismic shifts in people’s lives, it’s no surprise the near-term focus is figuring out how we want to live, how we feel, and how to react to these new factors. From The Great Resignation to shifts in behavior over the last year, it’s clear consumers are not necessarily going back to their pre-pandemic way of life.

While a chaotic time for brands, as market researchers we see opportunity to not only defend market share but steal it. These changes are not one and done. We believe this shift in conditions is going to continue over time. For brands, it’s the perfect moment to think about conducting longitudinal studies with current and prospective customers to ensure your brand, products, and services can adapt. Simply tracking awareness or behavior will no longer suffice.

Brands that want to understand audiences will have to keep an eye on:

  • What consumers are doing and the tradeoffs they are making
  • How consumers feel not only about brands, but categories and their own needs
  • What new products and brands consumers are considering or using
  • What new behavioral hacks consumers are engaging to get what they want and need
  • Behaviors left behind post-pandemic
  • Value shifts and the stories behind those shifts

Traditionally, much of this type of research has been implemented through quantitative tracking studies or quick hit panels that ask a few questions. While these tools are valuable and effective, they don’t always tell the whole story.

At W5, we work with clients to dig deeper and understand how people are (or aren’t) changing attitudes, beliefs, values, behaviors, and aspirations over time through a variety of approaches that wrap consumer stories with examinations of rational behavior.

We’ve been accomplishing these longitudinal studies in a number of ways:

  • Ad Hoc Communities: A collection of target consumers who can share their thoughts and behaviors via multiple qualitative methods provide both direct stories and more self-directed ethnographic diaries
  • Qualitative Tracking: An understanding of consumer sentiment through ongoing qualitative studies (i.e., focus groups, IDIs, asynchronous conversations, mobile ethnography, etc.) that gauges change in sentiment and behavior over time and in reaction to changing market conditions
  • Quantitative Tracking: Traditional, survey-based quantitative tracking to determine how awareness, affinity, and behavior are trending over time
  • Segmentation Refreshment: An opportunity to revisit existing segmentations to determine if underlying behaviors and attitudes are still applicable―updating or re-examining segmentations after periods of extreme change can highlight future direction and market forces

We believe the key is understanding how a client’s objectives and business needs are evolving as we design a custom approach. There is no one-size-fits-all and W5 takes the time to match approaches and tools with insights needs.

Want to learn more about conducting your own longitudinal study to track changing behaviors?
Book a call to continue the conversation.

#mrx #marketresearch #longitudinalstudy #qualitative #quantitative #w5 #blog

14
Jul

New Trends Impacting Hiring Practices

Posted by: Amy Castelda in: culture , knowledge , market research , study , technology No Comments on New Trends Impacting Hiring Practices

A record four million people quit their jobs in April alone, according to the Labor Department. And while post-pandemic behaviors and attitudes are fueling growth and market share for brands and industries (think travel and tourism), without the employee pool to support, growth is limited.

As pandemic life recedes in the U.S., we are starting to see the impact remote work on when and where people want to work. It is clear remote work changed hearts and minds.

This has become prevalent in the advertising sector as independent shops are experiencing a rush of interest and resumes from holding company applicants looking for a healthy work/life balance. According to Adweek, the move is partially driven by burned out “survivors” who worked 40+ hours per week despite taking pay cuts as they attempted to salvage their jobs at these high-profile status shops. Workers are now seeing their same companies hire new talent at higher salaries and generous perks.

This month W5 is exploring the idea of knowing your target audience and how behaviors, attitudes, and mindsets significantly shifted over the past 18 months. While these shifts have significant implications on offerings, communications, and sustainable growth, we are also seeing these mindset shifts impact internal efforts for recruitment, hiring, and retention.

What trends are impacting employee hiring in 2021?

According to recruitment industry trends, the top three priorities candidates are looking for are:

  1. Speed up the hiring process
  2. Improve candidate experience
  3. Reduce hiring bias

In 2021, improving the candidate experience will matter more than ever according the LaborIQ. With a more competitive, but still volatile, job market likely to create anxiety among many prospective hires, it will be critical for companies to make the hiring process timely, efficient and, above all, positive. Poor experiences will not only turn off applicants but tarnish the organization’s brand, marring its ability to recruit top talent in the future.

As researchers, we know the power and importance of having a distinct, defined, verified external target audience. However, knowing the attitudes, behaviors, and values of your internal target audience is just as important, if not more.

What hiring trends are you seeing? Does your definition of an external and internal audience overlap? Tell us your thoughts in the comments below.

12
Jul

The W5 Guide to Knowing Your Audience

Posted by: Brennan Mullin in: Blog , infographics , knowledge , links , market research No Comments on The W5 Guide to Knowing Your Audience

Creating a profile of your audience means going deep with your customers to understand who they are, how they think, and what they need.

Audience profiling helps you understand the behaviors and attitudes that drive how people engage with your brand, products, and services. By understanding the values that drive them, you’ll have the insight to deliver and ideal experience or product.

Knowledge is power.
It’s simple: When you know exactly who your ideal customer is, you’ll serve them better. W5’s profiling methods encourage empathic thinking to understand customers motivations, psychographics, needs in an easy-to-understand manner leading to smarter products and services that resonate with their lifestyle and inspire loyalty.

Check out these resources to see how primary research can help you better identify, profile, and get to know you target audience:

– W5 White Paper: Segmentation
– W5 White Paper: Ethnography
– W5 Case Study: Shopper A&U
– W5 White Paper: Personas

Ready to get started and create a deeper understanding of your audience? Book an exploratory call today!

06
Jul

SPOTLIGHT: CUSTOM RESEARCH TO INFORM BRANDING DECISIONS AND PRODUCT LINE OPTIMIZATION

Posted by: Andrew Willard in: Blog , market research , marketing , product innovation , Spotlight No Comments on SPOTLIGHT: CUSTOM RESEARCH TO INFORM BRANDING DECISIONS AND PRODUCT LINE OPTIMIZATION

Companies typically apply a long-term strategic perspective when developing their brands and positioning. However, to remain competitive, it becomes necessary to take a fresh look at a brand to ensure it continues to meet consumer needs. Custom research plays a key role in this process.

For example, W5 recently crafted a custom, dual-methodology research study to explore a health-focused lifestyle client’s unique brand architecture and customer relationship with a goal of assessing a potential strategic change in branding that could have had challenging implications.

Case Study: Branded Product Line Optimization

A successful health lifestyle company that develops several lines of nutrition products planned to streamline offerings under one brand identity. To inform operational marketing decision making, the client needed to explore customer preferences across product lines and understand implications of discontinuing an older branded product line.

APPROACH

W5 first conducted a series of virtual one-on-one qualitative discussions with hand-picked established and loyal customers who provided valuable knowledge and consumer language to inform development of a strategically customized quantitative survey.

The survey was distributed to several thousand highly engaged customers, assessing their relationship and behaviors with the client’s company, brands, and products by choice-modeling their preferences and tradeoffs between products in different, branded lines. The survey leveraged dynamic exercises featuring product imagery, descriptions, and pricing to garner customer feedback that was analyzed overall, by product line, and by specific product.

RESULTS

W5 confirmed the client could successfully discontinue the older brand and related product line and continue its rebranding strategy without significant customer attrition. In addition to gaining valuable insights around interest and engagement, the research validated the new master brand strategy and identified optimal means of communicating changes and updates in product offerings.

W5 understands that exploring the needs of every consumer is crucial. Our insights help you go deeper. Interested in learning more about what your audience wants from your brand? Set up a call with our team.

29
Jun

Big Winners and Key Themes from the 2021 Cannes Lions Festival

Posted by: Brennan Mullin in: Blog , Conference , creativity , culture , internet , links , marketing , Press 1 Comment on Big Winners and Key Themes from the 2021 Cannes Lions Festival

Each year, the Cannes Lions Festival of Creativity honors the top campaigns in marketing and advertising for the year. At W5, we love seeing brands flex their creative muscles and connect with audiences through whimsical and insightful marketing concepts. The best campaigns evoke emotion and pique customer curiosity- these ads do both masterfully. By highlighting the most impactful creative campaigns, Cannes Lions spotlights key trends and takeaways about the future of advertising.

Fandom Reigns Supreme

Gamers are used to seeing advertisements in their favorite video games, but brands at Cannes made one thing perfectly clear; more immersive marketing is the future. When brands collaborate with existing fandoms, powerful partnerships are created. Brands are collaborating with existing fandoms to promote their products. Just ask Burger King and 2K Sports.

Burger King created a virtual experience in the massive online basketball video game by challenging players to make shots from points on the field marked by popular menu items from the game. To sweeten the deal, players could win actual meals from Burger King for scoring well. With other interactive virtual campaigns like this one and Fortnite’s Travis Scott concert, this type of immersive advertising here to stay.

Sustainability Matters

With global temperatures on the rise and the general public becoming more cognizant of sustainability measures, brands are taking notice as well. Fast fashion brand H&M teamed up with models, celebrities, and fans to create their H&M Conscious campaign. Highlighting recyclable clothing efforts, the campaign invites shoppers to recycle their clothes through various touchpoints, including in H&M stores.

By bringing their stylish and unique voice, H&M is going above and beyond with a clothes recycling initiative. Their statement reads, “Drop your bag of unwanted clothing in the recycling box at your local store. All textiles are welcome – any brand, any condition – even odd socks, worn-out T-shirts and old sheets. The textiles are then sent to the nearest recycling plant, where they’re sorted by hand. For every bag of textiles you drop off, you’ll receive a discount card for 15% off your next in-store purchase.“

Comedy Brings Us Together

Every bag of Cheetos comes with a special feature… orange fingers. Cheetos partnered with Goodby Silverstein and Partners to create this award-winning ad featuring MC Hammer’s iconic “U Can’t Touch This” as a Cheetos fan avoids lending a helping hand because his fingers are covered in cheese-flavored dust.

The ad, featuring a few humorous appearances by MC Hammer, won the Creative Strategy Grand Prix at this year’s awards, masterfully demonstrating how humor, celebrity cameos, and key observations about the customer experience (even if it involves orange fingers) make for a memorable ad campaign.

Purpose-Driven Concepts Connect

The Womb Stories campaign, launched by feminine hygiene companies Libresse and Bodyform, won 4 Grand Prix awards at this year’s ceremony. It’s not surprising to see why, considering how beautifully and powerfully it executes its concept.

SPOILER WARNING: This ad might make you cry.

Created by AMV BBDO, the ad spotlights the myriads of options in women’s healthcare represented by an eclectic mix of different art styles representing the different ways women navigate period cramps, menopause, the miracle of birth, and so much more.

Togetherness During COVID

2020 was a difficult year for us all- but was even harder on people disabilities. In fact, disabled people are 50% less likely to have a job and over 1 million disables people struggle to find work in the UK. The numbers are even higher in the states.

Beco is a British wellness company and social enterprise that employs a workforce of 80% visually-impaired, disabled, or disadvantaged. In their Grand Prix winning campaign, Beco invites other companies to hire disabled or impaired people by putting their CVs onto the soap, increasing the visibility tenfold. With the tagline “We made the invisible hard to miss” and a 1500% increase in their web traffic, Beco is onto something big.

Want to check out other Cannes Lions winners? Check out the full list here.

25
Jun

Identity, Generations, and Vocabulary to Grapple with the Modern World

Posted by: Martin Molloy in: Blog , creativity , culture , market research , study , technology No Comments on Identity, Generations, and Vocabulary to Grapple with the Modern World

A few months ago, I unearthed an old article in which Douglas Coupland, author of the book Generation X, came up with some terms for the near future. It was interesting to see how, years later, they played out. I recently tripped across an interview with him in The Guardian where he talks about generation trashing, not wanting to be the spokesperson for his generation, and delivers some new terms supporting current events.

Coupland discusses how generations used to be defined by sentimental markers (his example: The Brady Bunch) rather than when they were born. Now, however, generational definitions are becoming increasingly defined by a combination of tech exposure and global financial cycles.

Coupland’s new terms, however, are an interesting (and in my opinion, accurate) reflection of much of the public discourse happening today. My favorites include:

  • Autophobia: The fear of being an individual―a nice explanation for a lot of the groupthink so prevalent today
  • The Democracy Plateau: Wanting one’s way so badly that if you don’t get it nobody gets their way
  • The Hurt Wars: As he puts it, the emotional equivalent of Diet Coke―being outraged by everything without being remotely outraged at all.

We’ve been looking at generational cohorts for a while here at W5 and it’s interesting to see how brands try to address generations in their messaging and product placement. I was thinking about how stores in the 70s and 80s seemed to market to three groups: kids, older people, and everyone else. It made life simpler for the consumer and honestly, as a Gen Xer, a lot easier to find things I wanted to buy.

It’s interesting to me how brands target younger generations with less disposable income yet ignore Gen X who outspend both their Millennial and Baby Boomer counterparts. Also interesting is many psychologists see Gen X as making the quickest comeback from the effects of the lockdown despite potentially suffering the most through it.

As he sums it up, generation trashing is an eternal cycle. I’m sure Gen Z will consider it all cheugy.

17
Jun

Generations: Keeping Us Together or Pulling Us Apart?

Posted by: Brennan Mullin in: culture , Gen Z , infographics , marketing , Uncategorized 1 Comment on Generations: Keeping Us Together or Pulling Us Apart?

How Gen Z Harnessed the Internet and Destroyed the Generation Wars
Millennials are About to Get Screwed Once Again
Gen X Participants Are Even More Sandwiched After COVID-19
Study Finds Baby Boomers Are More Sensitive Than Millennials

Those four news headlines listed above are obvious media examples of generational studies. It’s a tradition as American as apple pie―as one generation comes of age, sociological studies, both formal and informal, try to categorize and label the newcomers. (Almost every generation has been labeled “lazy” by the media, FYI. What gives?)

For cultural anthropologists, comparing generational divides puts people into neat groups to study and gives researchers metrics to talk about.

If you’ve engaged with the “chuegy” discourse this year, you’re all too familiar with entry-level generational research. It gets clicks. It’s something everyone can relate to. But does generational research really give us a better understanding of the people around us? How does generation research account for the wide range of personalities, interests, and divides between members of a generation? Is generational research just pseudoscience? Enter W5’s Theme of the Month.

In June, W5ers got together virtually to share stories and insights about GENERATION spurred by Kathy Justice’s Gen Z series. Theme of the Month discussions begin with an open dialog on the topic and this meeting was no different. We started by talking about how our generation has impacted us from the media we consume, the way we interact with technology, and how interacting with different generations impacts our jobs.

One thing was made abundantly clear―there are a lot of perspectives about how to look at generational divides. Here are a few takeaways and observations from our discussion:

No Matter the Generation, We Are Shaped by The World Around Us

To truly understand how generations are divided, it is crucial to get to know them first. Our team created this graphic for our Twitter page explaining exactly where each generation falls, the age they are in 2021, and the events that shaped their worldviews. One piece of information that stands out is the spread of technology as we move to younger and younger generations. How does internet culture and the ubiquity of smartphones change the way we communicate? Some W5ers observed that younger generations are less likely to make small talk before a meeting, adding credence to the argument that younger generations might be a little more “in their own world” per se.

Generational Research Isn’t Always the Answer

What do seven-year-old Prince George and rapper Lil Pump have in common? Well, not much besides both being members of Gen Z. Thinking about generational divides this way admittedly makes them seem a little silly. In this study from BHH Labs, Harry Guild argues that individual members of a generation may have very little in common. Guild writes, “The truth is that these ‘generations’ are simply random collections of people who share no special connection beyond being born within two decades of each other.” For example, Millennials on either cusp of their generation are likely to have grown up with entirely different experiences on social media and American Baby Boomers on either cusp of their generation grew up in entirely different political eras.

Don’t Leave Gen X Behind

As Millennials and now Gen Z become the target of marketing attention, it’s no wonder that Gen X feels a little miffed. Often coined the “forgotten generation,” Gen X sometimes gets lost in the shuffle between two larger generations. And worse, some of the Generation studies about Gen X can be downright mean. The “Slacker Generation” isn’t made up of slackers at all. One W5er (who identifies as a Gen Xer) totally felt the strain. They shared this frankly titled article from Gizmodo: Generation X Is Sick of Your Bullshit. So, what is the best way to reach Gen X in the first place? Pay attention to them!  

For more of W5’s Theme of the Month topics:

CREATIVITY
RELATIONSHIPS
EMPATHY

We believe great research starts with asking questions and creating connections to understand different viewpoints and life experiences. What do generational differences look like for your team? Do you think they matter at all? Share your strategies with us in the comments below.

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