Tourism happens where people live. Discover how resident sentiment research helps destinations understand community perspectives, track changing attitudes, and create stronger outcomes for residents and visitors alike.

What’s changing in home improvement and what isn’t? Amy R. Castelda shares a few standout takeaways from her first HIRI Insights Summit, including the growing role of AI, shifting homeowner and pro behaviors, and why trust still wins.

In this spotlight, we explore how research helped uncover the ways supply chain leaders are navigating today’s challenges and preparing for what’s next. See how insights from senior decision-makers revealed emerging priorities and opportunities for thought leadership, messaging, and future investment.

Strong analysis starts with thoughtful questionnaire design. By understanding research objectives and how findings will be used, researchers can create surveys that are clear, actionable, and designed to deliver meaningful insights.

From the growing role of research and AI in tourism to conversations around disaster resilience, the Southeast Tourism Society’s Connections Conference offered plenty of insights into what’s shaping the industry. W5’s Maddy May shares her biggest takeaways from Richmond, including the opportunity to present her own research on visitor perceptions and disaster resilience.

Drawing on a recent WiRE and SAGO webinar featuring Melanie Courtright and Maria Rydzewski, we explore where synthetic data adds value, where real people matter most, and why W5 keeps human evidence at the center.

What do starting your first corporate internship and rebranding a business have in common? More than you might think. Read how stepping into an unfamiliar role revealed important lessons about growth, adaptation, and embracing change. 

What happens when you put new menu items directly into consumers’ hands and let their real-time reactions guide the way? See how W5 used taste-testing focus groups to help a golf entertainment venue identify winning dishes and elevate its overall food and beverage experience.

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.