Some brands don't just earn customers. They become part of family traditions. What makes people love a brand enough to pass it down to the next generation, and how can research help create that kind of connection? Read more in our latest blog.

Reflections from Quirk's New York 2026 on the power of human insight, behavioral research, and the conference sessions that stood out beyond the AI conversation.

The Ad Age Small Agency Conference and Awards brought together some of the industry's most innovative independent agencies to share ideas, celebrate great work, and discuss what's next. Here are a few themes that stood out and why they matter for agencies and the brands they serve.

Most of the research we conduct is custom, proprietary, and confidential. But from time to time, our work makes its way into the public eye. Here you'll find a collection of W5's published research, thought leadership, and media features that we're proud to share.

See how W5 helped a tourism association uncover what drives and hinders international visitation across key global markets, revealing perception differences that allow destinations to tailor messaging and channels to each region's unique priorities.

Testing helps organizations make smarter decisions before launch. Learn how a myriad of testing types reduce risk, improve performance, and drive better business outcomes.

What a simple visualization of time taught one W5er about growth, discomfort, and making the most of the months we're given.

Read how W5 helped a leading restaurant brand uncover how mobile apps, kiosks, delivery, drive-thru, and other emerging channels are reshaping the customer journey, revealing opportunities to optimize the experience and better meet evolving consumer expectations.

Discover books, movies, and TV shows that changed and shaped perspectives across the W5 team, and explore how stories influence the way we think, connect, and understand the world around us.

Professional golfers understand feedback is not a weakness, it’s part of what makes them great. Brands can benefit from the same mindset before launching campaigns and ideas into the world.