Staff Picks: 2022 So Far
As the year continues, our clients are still surprising us with fascinating new market research studies that run the gamut of new categories, new areas of focus, and new audiences. As we head into the second half of the year, we want to take a moment and recap our favorite studies of 2022!
Co-Creation with Gen Z
Recognizing Gen Z engages with the TV differently than past generations, W5 hosted digital ethnography and friend pair interviews to co-create the optimal user experience and ideate future form factor for a traditional TV. W5 uncovered a contextualized and nuanced view of Gen Z’s current and forward-looking TV consumption to fuel innovation strategies for one of the world’s largest electronics manufacturers.
Luxury Audio Innovation
To support launch of a new high-end audio speaker, W5 executed Sound Sessions with affluent audiences and designers to test product features against competitors as well as capture purchase drivers, barriers, and brand awareness in the luxury category. Insights provided a go-to-market strategy, product refinement suggestions, and advertising campaign ideas to inspire purchase.
Global Brand Tracker
A popular Southern city sought to assess impact and effectiveness of their global advertising efforts following effects of the pandemic. W5 fielded a new wave of tracking with updated brand health and awareness metrics confirming which ads were most effective by market and which aspects fueled visit intent.
B Corp Brand Segmentation
A popular B-Corp home goods brand sought to better understand how they could tap into new audiences without neglecting core fans. W5 conducted a segmentation capturing attitudinal, behavioral, and psychographic characteristics of current and potential customers. Findings validated the client’s hypothesis, but also identified new, previously unknown growth segments.
Interested in learning how W5 can assist your 2022 marketing research needs?
Reach out to Amy R. Castelda at acastelda@W5insight.com or set up a meeting at https://calendly.com/amycastelda_w5