Staff Picks: 2022 Memorable Projects

A new year is upon us, presenting new opportunities to pursue understanding of what drives human behavior. Before we sprint ahead, we want to pause, look back, and share our most memorable studies from the brilliant minds behind the work―the W5 team.

Identifying Messaging that Resonates with Pet Parents

Pet owners take their furry friends’ wellbeing seriously. But, in a crowded marketplace, how you stand out? W5 helped a growing pet food brand evaluate campaigns to identify breakthrough elements that generated awareness and sparked interest to learn more. Leveraging ethnography W5 assessed the creative while also capturing owners’ approaches to pet care and feeding holistically.

Understanding Sports Fans’ Viewership Motivations

To reach audiences more effectively organizations need to understand them deeply. W5 helped a professional women's sports league uncover their target audience. Through segmentation, we studied how fans engage with the sport, players, and TV network. By identifying key audience segments and their motivations, the league was poised to make strategic decisions to improve fan experiences and engagement.

Innovating and Co-Creating with Gen Z

Recognizing Gen Z engages with television differently than previous generations, W5 uncovered their viewing habits to inform innovation strategies for one of the world's largest electronics manufacturers. We executed "friend pair" interviews to gather insights and      co-create an optimal user experience while envisioning future form factors for traditional TVs. Our research provided a detailed and nuanced understanding of Gen Z’s consumption and habits.

Benchmarking KPIs for a Financial Institution

Tracking allows organizations to be strategic about where to focus efforts. A regional bank sought to continue assessing its advertising with individual and small business accounts. W5 conducted a new wave of tracking research, including updated brand health and awareness metrics, to build upon previous waves of research. Tracking identified which ads were most impactful by market and campaign allowing the bank to make more informed decisions going forward.

Interested in learning how W5 can assist your marketing research needs for the year ahead? Reach out to our team!

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Exploring the Cutting Edge: Highlights from CES 2023