Unwavering Dedication: Embracing Our Roots as a Full-Service, Custom Shop

By Marty Molloy

Why we’re still here

Through conversations I’ve had, articles I’ve read, and marketing materials that have hit my desk, it’s clear that market research is going through growing pains as it moves to embrace automation and self-service solutions. Often, I hear these elements are for the benefit of companies like W5 and our clients. And while there have been a lot of great advances in market research (does anyone remember trying to do conjoint twenty years ago?), something is being lost...

Over two decades ago, Tom Daly opened W5 as a full-service, custom shop. When I joined in 2004, I quickly learned that both of those pieces of W5’s identity were fully embraced. As we head into our 21st year, full service and custom are as important and as needed as ever.

Full service

At W5, we take this seriously and ask our research partners to help us meet this goal. Full service is just that―we don’t cut corners. As seasoned researchers, we are brought in to be experts, to advise, to lead. Are we experts at everything? No. That’s why we work with partners to find local research participants, stay abreast of hosting technology, etc. And it means we are deeply focused on answering the questions and uncovering the insights clients need to make decisions and achieve success.

While some companies are pulling back their services, we are leaning into the work more. While not always convenient for us, it’s important. As more technology-focused companies enter our industry, what is often lost is the meaningful application of that technology to market research needs. We do not believe that technology alone offers the answer, so we partner with providers who either understand this in the same way or we figure it out ourselves. There is no one-size-fits-all all solution for our industry. People, insights needs, categories, industries, etc. are all different and dynamic. Our discipline requires the service behind application to ensure these differences are accounted for.

Custom

Again, there is no blanket solution for insights. That’s why we don’t own a proprietary piece of technology, depend on a subscription model, or manage our own panel. Relying on one resource never works. The various tools, technologies, and techniques at our disposal all have their place; but our success comes by spending ample time considering a client’s needs, the challenges they face, and how to solve for both.

Working with partners who get this is important because it frees us up to do our part. Technologies or solutions billing themselves as self-service or easy insights miss the point. While gathering insights is important, thinking deeply and analyzing these insights is critical. That’s what we do, all the time. We often talk about our varied backgrounds, but at the heart of it, we’re all critical thinkers and creative problem solvers here at W5.

So, when we’re faced with “solutions” billed as overly simple or standardized, we rebel. There is no cutting corners when thinking through solutions or issues our clients face. Coming out of the last few years, I’ve seen a push to do it quicker and cheaper at the cost of quality and depth. That’s dangerous because, as the old adage says, you get what you pay for.

Why we’ll be here in the years to come

The one constant in our industry is that people are unique. Getting into their heads and understanding them and what commonalities (and differences) exist requires a broad, adaptable approach. One that often requires craftsmanship. That’s why we believe in full-service, custom research. It’s why after two decades, W5 is still here.