Hear from new Mom, Kana, as she reflects on how her shopping behaviors have shifted since becoming a parents and what tricks and tools she uses to navigate the baby product frontier

In this post we discuss the rise of online shopping, highlighting convenience and variety as key factors driving consumers' preference for online over in-store shopping.

Learn about the benefits of working with a research partner and see how leveraging AI can help moderators kickstart ideas and topics to explore during qualitative research

Hot off the press is AdAge’s America’s Hottest Brands 2023 highlighting 20 brands that are having a moment.

Check out highlights from the Outdoor Retailer Summer Market and W5’s work in the outdoor space from segmentation with Hunters to ethnography with Anglers.

In this case study spotlight, we highlight W5’s role to support a QSR understand what makes a positive pickup experience for third-party delivery drivers to ultimately improve the overall delivery experience for customers.

AI technology is the future for marketing research. But how can the latest tech be combined with human expertise to go even deeper?

As technology is always advancing, so are loyal audiences- especially in gaming. Explore W5’s work with gamers and tech audiences in honor of the groundbreaking new Zelda title!

As media landscapes shift, sports fans have a wealth of options on how to engage with their favorite teams and players. How can sports organizations speak to each audience and better cater their messaging? In this spotlight, we’re showcasing how we helped a leading sports organization do just that.

We live in a world that’s in a constant state of flux. Surprised? As market researchers, neither are we. Are conveniences actually making choices more difficult for consumers?