The W5 Narrative
Quirk’s NYC: Futureproofing Research for Everyone
Join Amy Castelda and Emma Eyman as they recap the final Quirk’s Event of the year in NYC! From the rise of podfluencers to the importance of inclusivity in research, we’re sharing our top takeaways and why they matter.
Spotlight: Why Small Can Be Mighty in Niche B2B Research
Big data isn't always the answer in B2B research, especially when dealing with highly technical, low-incidence audiences. Explore why small sample sizes can be mighty when paired with targeted recruitment strategies and in-depth conversations, and learn how W5 helped shape the product sales strategy for a medical equipment leader.
Sports & AI at Cannes: Embracing Fresh Advancements
Cannes Lions is an annual international festival that celebrates creativity in the fields of advertising, communication, and marketing. See the highlights and winners from the 2024 event including the Heinz AI Ketchup Campaign and Coors Lights Out campaign.
Finding the Perfect Match: Bridgerton and Consumer Behavior
Dive in and explore how the Regency-era social scene of Bridgerton reflects modern consumer behavior and market research strategies. From Lady Danbury’s sharp insights to Lady Whistledown’s data-driven columns, see how understanding the ton can unlock the secrets to engaging your audience and crafting the perfect marketing strategy.
Empowering the Youth | Miles that Matter
Join us as we celebrate our 900+ mile contribution to MREF’s Race Around the World for Education and learn more about the 2024 beneficiaries.
Do Your Homework: Optimize Prior to Launch
Let’s explore how leveraging digital ethnography and live interviews can help brands gather feedback on messaging, products, services, and features, an approach that has proven effective across a range of products, industries, and audiences.
“Please Tell Us Why…” | The Value of Open-Ended Survey Questions
Open-ended survey questions let respondents answer in their own words instead of selecting from predefined options. Text or video responses capture the depth and complexity of their opinions and behaviors, adding richness to the survey's statistical rigor. In this post, we’ll explore the unique value these questions bring to market research.
Spotlight: Concept Testing with a Highlight Pen
Case Study Spotlight: Discover how W5 unlocks the power of Highlighter Questions with an innovative approach that can reveal high-sentiment claims in your marketing messages, and check out its impact in a case study where this technique helped guide community impact PR for a professional sports franchise.
Evolving with Ethnography: W5's Journey into Deeper Insights
Explore W5's innovative ethnographic research approach, providing unparalleled insights into people's lives through technology and innovation. Read about our tandem approach of Digital Ethnography + All-Star Interviews!
Spotlight: ‘Day-in-the-Life’ Research
In this Spotlights, we explore how ‘Day-in-the-Life’ research empowers teams to use an empathetic approach to guiding strategy across a variety of platforms, including campaign messaging, social media channel selection and approach, product innovation pipeline, and key product promotion within the client’s offerings.