In W5’s latest Theme of the Month, team members delve into the connections between pop culture and the world of insights. From hot new podcasts to evolving consumer behaviors, we explore the ever-changing landscape of what we're consuming and its impact on our industry.

W5 can help identify which ideas resonate with consumers, elicit constructive feedback, and provide direction for further concept refinement.

Ethnography is immersive, putting researchers in the consumers’ world to observe how they behave and interact with their environment and how they feel about the experience. In this post, we explore some of our favorite ethnographic methods at W5.

Two of our most requested marketing research methodologies are Segmentation and Personas. While Segments and Personas may look similar, they are built on two very different approaches and serve different needs. Let’s explore W5’s approach and point of view on this topic in more detail.

Discover how a leading children's food brand strategically delved into the world of toddler nutrition to expand its portfolio, gaining valuable insights into crafting convenient, nutritious, and appealing snacks and meals for parents and little ones.

Explore the benefits of qualitative UX research and learn how W5 takes a human-centered approach to crafting impactful insights that drive business growth.

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.