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02
Aug

Where we fit: The Gig Economy

Posted by: Ian McDiarmid in: Blog , branding , culture , emerging technology , market research , Uncategorized No Comments on Where we fit: The Gig Economy

In “Where we fit” we explore the shifting role of people in the marketplace. In this post we discuss how assumptions about gig workers can drive decisions that do not represent real workers’ experiences.

The “gig worker” in our imagination

The explosion of the gig economy, from Uber to Door Dash to TaskRabbit, has solidified in people’s minds the idea of a “gig worker”—an intrepid entrepreneur with grit, hustle, and a car. Gig workers love the flexibility of setting their own hours and being their own bosses. Gig workers fit this part-time gig work in on the side—a “side-hustle”—and use their leftover time to pursue their dreams of whatever their real career will turn out to be. We have heard a lot about the gig worker.

The main problem with the “gig worker” concept is that in practice it serves more as a convenient employer category than as an actual lived experience. The statements about “setting your own schedule” or “being your own boss” align almost exactly with the legal conditions required to be classified an “independent contractor,” but they do not match with what many of these workers say they want.

What do gig workers say?

We recently conducted research with workers for a service company that uses the gig model to recruit and place workers in homes. They hypothesized that messaging leaning into the traditional gig economy themes would resonate with their current workers and help attract potential new workers. When we talked to workers, however, we found something very different.

Though we expected to hear about flexibility and independence, instead we heard about the challenges of relying on gig work as stable employment. We heard about unpredictability and insecurity around missing work. We heard about the need to be able to take a paid day off every now and then. We heard about healthcare. In short, we heard about all the benefits offered to “employees” at a traditional “nine to five” that are absent when it comes to “independent contractors.”

A gig is a step towards a career, not away.

Even if gig work is a side hustle for some, for others it is the most accessible way to quickly get an entry-level job. This can be especially true of jobs that demand a high level of professionalism, such as a long-term in-home service. These workers are not interested in flexibility as much as sustainability. They want to see themselves as professionals with skills, not workers with gigs.

Concepts like “gig worker” can provide colorful imagery but cannot be taken for granted when it comes to understanding what real people want and experience. Only by talking to people can we identify and challenge ideas that do not match reality and develop ideas that authentically represent people’s experiences.

13
Jun

Selecting the Right Research Partner

Posted by: w5admin in: Blog , infographics , knowledge , market research , Uncategorized No Comments on Selecting the Right Research Partner

As the saying goes there are plenty of fish in the sea. Same is true for marketing research firms. With over 40 thousand marketing research firms in the US alone, it is easy for brands to get lost in the endless swarm claiming to have answers to every marketing mystery known to man.

From Fortune 500s to agencies to everything in between W5 has guided countless brands alongside their insights journey for almost two decades. During this time, we’ve come to understand our clients’ journey normally begins before or shortly after drafting the RFP. They are forced to ask: “Who can I trust to conduct this research?”

The process of selecting a research partner is never easy. It requires time, patience, and a thorough evaluation of one’s research needs. Just to be clear research vendors and research partners are not synonymous. Research vendors are merely sellers of research and can be intermittently interchanged as new research needs emerge. Research partners are steadfast throughout the insights journey—acting as an extension of your team. Below are just a few benefits of the partner route:

  • Increase Efficiency and Save Time: By establishing rapport with a dedicated firm, you bypass the learning curve that comes with continuously meeting new vendors with each new engagement.
  • Feel Secure: Partnerships are the result of mutually beneficial working relationships. Leveraging this history, you can feel confident in your partner’s ability to provide the right insights.
  • Build You Brand’s Story: Understand your brand’s insight is an evolving and constantly changing endeavor. A research partner supports the continuation of your brand’s story—providing guidance beyond the final report.

So, how does one go about selecting a research partner? Most importantly, how does one select the right research partner? See our latest infographic below, detailing tips and best practice recommendations.

31
May

Celebrating 17: The Privilege of Independence

Posted by: Amy Castelda in: Uncategorized No Comments on Celebrating 17: The Privilege of Independence

Tomorrow, June 1 marks our seventeenth year since opening the doors of W5 at our first office in Charleston, SC. We’ve since moved to our current headquarters in Durham, NC, watched the economy go up…then down…then up again, worked with hundreds of brands and agencies, and hired the brightest minds in our industry. Through all this the one element that has remained consistent, in addition to our name, is our independence.

Influenced by the entrepreneurial spirit of our founders, W5 prides itself on our ability to grow on our own terms. Independence keeps W5 agile, flexible, and able to adapt quickly to changing business environments. Our lack of corporate hierarchy is advantageous for us, and our clients, allowing W5 to put efforts towards solving clients’ needs as opposed to appeasing shareholders.

Independence means we can do all this while remaining 100% true to ourselves.

Clients who work with W5 understand this unique advantage and see the value of our independence in the work we deliver. As stated by Managing Partner Jeremy Crisp of independent agency NAIL Communications, “being independent makes for better work, happier staff, and repeat business from clients whose trust is critical to our growth.”

Perhaps most importantly is the people fiercely independent companies attract, often those who value empowerment, accountability, and entrepreneurism. It brings together a tight-knit group of brilliant individuals bound by a common curiosity to understand human behavior and what makes people tick. Basically, the profile of any W5er.

Thank you to our clients, partners, employees, and vendors who enabled us to chart our own path and maintain autonomy for the past seventeen years. We are excited to see what the next seventeen years have in store…

Cheers!

15
May

Spotlight: A&U to Drive Brand Growth

Posted by: w5admin in: Blog , market research , study , Uncategorized No Comments on Spotlight: A&U to Drive Brand Growth

Attitude & Usage Research: Gauge your competitive positioning within the marketplace to strengthen current and future campaigns. Click to learn more.

A leading producer of fruit-based foods and their advertising agency sought to understand consumers’ attitudes, purchasing behaviors, consumption, and preferences in the category. Insights into the marketing category, the client’s brand, and touchpoints were desired to inform growth strategies and creative development.

APPROACH

W5 leveraged past consumer segmentation and category behavior research conducted for the client to identify appropriate consumers for the robust survey. W5 collaborated closely with the client and agency to develop an in-depth online survey exploring consumers’ category engagement.

RESULTS

Study insights highlighted consumers’ category priorities, how the client’s product areas fit in, and the brand’s positioning in the marketplace. SWOT Analysis featuring strengths, weaknesses, opportunities, and threats was conducted, founded upon a rich array of category insights. Opportunities emerged for branding, marketing, packaging, and product innovation, showcasing the long-term value of a comprehensive category data set in guiding future direction. The client gained comprehensive insight into the category and the advertising agency received clear direction for future branding and creative development.

08
May

Flaw of Thrones

Posted by: w5admin in: Blog , culture , Media , Uncategorized No Comments on Flaw of Thrones

There has been a familiar buzz around the W5 office lately. The wildly popular HBO series Game of Thrones is airing their final episodes, and we here at W5 are full of opinions. Though one won’t get into discussing who should or shouldn’t sit on the Iron Throne. Let’s talk about the importance of detail, a trait arguably missing from this season, highlighted by the appearance of a modern paper coffee cup in the middle of a grand feast.

Game of Thrones is the brainchild of author George R.R. Martin from his book series A Song of Ice and Fire. Martin spent decades meticulously crafting his story centered in the complex and textured realm called Westeros. The books had been the show’s backbone up until three seasons ago, when they ran out of content. Tasked with blazing their own path, the showrunners have been playing loose with the storytelling and character development. Many fans are starting to see the strings.

Continuity is King

Continuity is how people make sense of the world. Simply, 1 + 1 must always equal 2, if not, then why does anything matter? When telling a story, the audience should be invested in the presentation and able to sequentially navigate the moments. A glaring issue in the path may cause the audience’s confidence in the story to spiral. Much like in research, if there is a hole or error in the data, the entire presentation becomes suspect. The goal is to keep the audience’s attention, deliver your message, and cover all your bases.

“Does Daenerys take 2% or almond milk in her Earl Grey? Inquiring minds want to know!”

Pointing Fingers

Projects of this magnitude rely on the minds and talents of many people, there is not a single person at fault, but teams of professionals. Despite the number of eyes on screen and off the cup went unnoticed. Even the Script Supervisor who is solely responsible for continuity missed this pesky paper cup. Had the editor or post team noticed, they could have simply removed or covered it up digitally.

The lapse in judgement is a great reminder about the importance of teamwork and looking beyond one’s specialized focus. If you see something, say something. Having specialists does not guarantee flawlessness. Imagine, the audio engineer noticed the cup before rolling, but decided not to say anything because “It’s not my job, surely the director, set design, or even craft services will notice.”  

There is Only One Thing We Say to Errors: Not Today

We are only human; mistakes will happen and there is the proof resting around 17:50 in episode “The Last of the Starks.” May this blimp be a reminder to always have your work reviewed by many eyes before going out. Reviewers may catch obvious mistakes that go overlooked. If the message you are trying to get across is important, it’s worth a second, third, or fifth look.

01
May

WHO RUNS THE WORLD? GIRLS!

Posted by: w5admin in: Uncategorized No Comments on WHO RUNS THE WORLD? GIRLS!

For its 19th year, Coachella enlisted its first black female headliner—Beyoncé to slay the stage and perform for over 100,000 music festival attendees and millions of streaming viewers. One year later, Beyoncé reminds us her work ethic is unmatched, dropping her new Netflix original, Homecoming, featuring her groundbreaking Coachella performance in addition to some behind-the-scenes clips. In these brief, but powerful moments, viewers get an authentic lens into Beyoncé’s life, thoughts, and challenges—as a woman, minority, mother, and professional. Her journey and determination are universally inspirational. However, as a woman of color, Homecoming served as a much-needed source of empowerment. Here are a few inspirational takeaways following Beyoncé’s Homecoming:

You Can Have It All

Throughout Homecoming, Beyoncé speaks to the tactful balance of work and motherhood. For many working moms, I can imagine a sense of camaraderie as she details her experience. In one behind-the-scenes clip, we see new mom Beyoncé as she tries to cope with her new body—covering her post-partum pooch while struggling to catch her breath during rehearsal. A strikingly different view compared to the picture-perfect mother we’re used to seeing. She acknowledged the challenges she had to overcome, working before she was mentally or physically ready. At one point she confesses, “My mind was not there. My mind wanted to be with my children.” Unfortunately, her words are not uncommon. As seen in our blog post on Women’s Day, only 12 percent of women in the private sector have access to any sort of paid maternity leave and 25 percent of women are forced to return to work within two weeks of giving birth to support their families. Nevertheless, Beyoncé exemplifies the phrase power through, as she still manages to successfully complete six months of rigorous rehearsals, abide by a strict low-calorie diet, manage over 200 dancers and performers—all while tending to her three young children. Beyoncé showed us that with #girlpower and ample determination, you can have it all.

Know Your Worth

Unfortunately, the pay discrepancy among men and women in the US is still prevalent. Those most affected by the pay gap are black and Hispanic women—earning 67% to 58% of what men earn. In a recent McKinsey report, data shows the promotion rate to manager is the lowest for black women compared to any race and gender. For every 100 men promoted to manager, just 60 black women are promoted. However, there is hope and reason to be inspired. Beyoncé, and her $500 million net-worth, provides a winning model for success as she reportedly walked away from her Coachella performance with an $8 million check. Wow! However, her brilliance shines through when evaluating the streams of income following the event. Attaining a $60 million partnership with Netflix, selling her live performance tracks to all major streaming platforms, and releasing new Homecoming-branded apparel, Beyoncé creates additional opportunities to pay herself. Ranked as the fastest growing subgroup of entrepreneurs in the US, it appears women of color are taking notes and taking action to create additional streams of revenue that may mitigate potential pay discrepancies. The quest to equal pay is still ongoing, but Beyoncé illustrates the importance of knowing your true worth, even if that means cultivating your own additional generators of revenue.

Stay True To Yourself

Beyoncé’s mother, Tina Knowles-Lawson, shared her initial concerns about her daughter’s Coachella performance—worried the audience would not “get” it. Following the controversy of the Super Bowl, her concerns were valid. Beyoncé responded, “I have worked very hard to get to the point where I have a true voice, and at this point in my life and my career, I have a responsibility to do what’s best for the world and not what is most popular.” Oftentimes, I see women of color undergo the unique experience of working in a space as both a race and gender minority. With women of color representing only 4% of C- level positions in the US (falling behind white men 68% and white women 19%), adapting and blending in majority white spaces is sometimes less intimidating than remaining individualist. However, Beyoncé embodies what is means to stay true to oneself by fueling confidence and empowerment for those who need it. Giving an unapologetic ode to black culture, body inclusivity, and female strength Beyoncé took a professional risk and remained steadfast in who she is and what she believes. Brava!

25
Apr

The Evolution of Co-Living

Posted by: Tom Daly in: Uncategorized No Comments on The Evolution of Co-Living

I’ve lived in large cities including New York City and Boston, as well as smaller but densely populated places like Worcester, MA, Charleston, SC, and Durham, NC. I feel comfortable in places where I can walk to dinner or a movie―call me an ‘urbanite.’

As we all know, living in cities, especially larger ones, is financially challenging nowadays. I’ve juggled roommates and was lucky enough to eventually share the financial burden with my girlfriend, then fiancé, now wife, along the way. We went from co-renters, to signing a lease, then a mortgage, and now home ownership. This, for many, has been the traditional path. But that’s starting to change, as schedules, commitments, and overall attitudes evolve about what cohabitating means in today’s world.

Cohabitation is quickly morphing into Co-living in many urban settings. With co-living you don’t really know the people with whom you’re sharing your home space. With cohabitating, one usually goes through an interview for a room in someone’s place to see if there’s a fit; with co-living, the arrangement is more transactional, with one renting a private room in a quasi-dorm-like setting, where common spaces such as kitchens, living areas, and laundry are shared. 

Co-living it up!

Co-living is quickly evolving from its pragmatic roots in high-rent cities with newly arriving college grads and people who’ve yet settled into a community into more permanent digs. Common is a firm that currently operates in a half-dozen U.S. cities, often with multiple locations in each. Its mantra is “private rooms within beautiful shared suites in friendly homes.” Everything is inclusive, including modern furniture, household staples, even weekly cleaning―all one needs is to fill out a form online and lay down a deposit.

While many of Common’s homes are located within traditional “hipster-centric” up-and-coming locales, which makes sense given the demo/psychographic for such living and current mass rehabilitation of such neighborhoods, co-living is quickly evolving beyond typical millennial nomads traversing the gig economy. Co-living personal spaces are getting larger, and even family friendly, as the Millennial cohort ages.

The Collective, a U.K.-based pioneer in the space currently operates the world’s largest purpose-built co-living development in the world, has already set up shop in Manhattan’s Murray Hill. A non-descript New York neighborhood, it is arguably one of the more mundane areas of greater Manhattan. And that’s the point, it’s a place in which to live, not “live it up.” Units are up to three bedrooms, family friendly, and possess some of the amenities of traditional co-living such as shared rooms and services, but also offer more personal autonomy for those seeking co-living as a service, as opposed to a lifestyle. On deck is a much more ambitious nearly half-billion dollar multi-purpose co-living project slated for Broadway Triangle, in Brooklyn replete with workshops, seminars, and performances alongside a restaurant, bar, and art gallery.

Kin, of both the U.K. and Australia, is doing much the same in smaller U.K. and Down Under markets, but nevertheless allows for private bathrooms and kitchens―with the assumption couples and families may need a bit more personal space.

While cost savings are initially the main driver piquing consumer interest, I believe the real benefits reflect human behavior and overall well-being. Kin promotes co-living as “contributing to a more well-intentioned life,” where meaningful relationships are cultivated through “shared experience at home.” The Collective seeks to “build a world that’s more alive, more together, and more collaborative.” All in all, the theory is that by bringing people closer together, with exposure to new people and ideas, they are inspired to do more with what they learn.

It all makes sense to me. While co-living may not appeal to everyone, it’s an emerging lifestyle taking hold in today’s larger cities. If the economic, social, and psychic benefits continue to play out, the practice may grow beyond tier one cities, and take hold with other demographics with similarly rapid shifting needs, i.e., a Boomer alternative to Florida living, or even newly arrived peoples from other countries seeking to reside in the U.S.

Whatever evolves, the effects on consumer behaviors will be great as food, transportation, entertainment, and learning behaviors are likely to be altered. Even the concept of what constitutes familial units may need to be redefined, ever so porous as they may become. For a marketing researcher who focuses on better understanding consumer behavior, interesting times are ahead!

19
Apr

Seeking Human Experiences

Posted by: Tristan Shook in: Uncategorized No Comments on Seeking Human Experiences

In recent years, shopper insights teams and agency partners have worked to adapt to shifting retail patterns, namely the rise of online shopping driven by its increased speed and convenience.

While the convenience of online shopping hasn’t worn off, perhaps the novelty has.

A recent PwC study showed that 82% want more human interaction in the future. Also, 73% of all people point to customer experience as an important factor in purchasing decisions. (Link)

Agencies and brands will need to focus on more than just visual merchandising to deliver a brand experience at retail. They will have to meet the elevated expectations of speed and convenience while delivering on a customer experience that is human and elevates the brand and product.

How do you get there? What are the first steps you can take to solving for this?

(1) Explore best practice brand experiences across categories

(2) Understand the thresholds for automation, speed of service, and convenience in your category… in other words when does the lack of a fulfilling customer and brand experience lead to diminishing returns on convenience factors or worse, simply refusing purchase?

19
Mar

The Market Research Guide to Winning Your NCAA Bracket

Posted by: Jonathan Morris in: Uncategorized No Comments on The Market Research Guide to Winning Your NCAA Bracket

Here at W5 we love basketball, especially college basketball. We’re situated right in the middle of Tobacco Road in Durham, North Carolina about five minutes from Duke University.

Chances are if you work at W5 you have strong loyalties to one of three teams, the NC State Wolfpack (better luck next year!), the North Carolina Tar Heels, or the Duke Blue Devils. We’ve been following our teams throughout the season, through the ups and downs, the big wins and the tough losses (for the sake of office politics I’ll forgo any jabs here), and it’s all been building to March.

While we wouldn’t call ourselves basketball experts we do know a thing or two about market research, and we’re going to use our knowledge to understand how to dominate our March Madness Brackets this year.

  • Follow the Stories: There’s plenty of stories circulating prior to March Madness, and our work at W5 always highlights the importance of stories. Make sure to do your research about what’s happening in each team’s locker room to understand what’s going on prior to tip-off. Here’s a few stories you should know before making your bracket:
    • Murray State rolled through its conference tournament and is going to face Marquette, a team that lost its last four conference games before losing in its conference semi-finals. Murray State has a sensational sophomore guard in Ja Morant, the type of player who can seriously take over a game.
    • LSU is embroiled in scandal as its coach is currently suspended for recruiting violations and will have a tough time against a solid Yale team.
    • Anyone who’s been watching college basketball can see that Florida State has been playing great. They finished with a 27-7 record in the heavy-hitting ACC and then continued on to defeat Virginia and make the ACC Finals against Duke. The eye test holds with Florida State and the narrative fits, this team is ready to make a run.
  • Trust the Data: Everybody loves a good tournament upset. That’s half the reason we tune in. But as much as we love these upsets, the data tells us they’re rare. W5 loves studying behavioral science, and research shows us that outstanding, historic moments like Virginia’s loss to UMBC or Duke’s loss to Mercer are overemphasized in our memories and in reality games like these rarely happen. One seeds win first-round matchups 99.3% of the time and number 2 seeds win them 94.1%. You can safely advance these teams with confidence they’ll be playing in the second round.
  • Blend the Approach: W5 specializes in combining quantitative and qualitative data to produce insights and results, and it’s important to do the same when creating your bracket. Quantitative analysis doesn’t always tell the whole story and qualitative research alone can miss the statistical reliability that underscores quantitative studies.
    • Look For: Teams showing strong qualitative and quantitative results such as Texas Tech who tout America’s best defense, per ESPN Analytics, and sport a national Coach of the Year contender in Chris Beard, a man who will have the strategy and knowledge needed to lead his team.
    • Watch Out For: Teams such as Wofford who have the 12th best offense in the country, per KenPom rankings, but the 63rd best defense. One off night of shooting could end a tournament run for them quickly.
  • Leverage Past Insights: Past tournament history can tell us a lot about how we should expect teams to perform this year. W5 knows if we ignore past research we build an incomplete picture of the future. That’s why it’s important we reference past tournament results to find patterns and trends. Looking at records from 1985-2018 we see a few conferences stand out right away, namely the ACC, Big 12, Big East, Big Ten, and SEC, all with over 50% win rates across hundreds of games. Teams from these conferences are playing against strong competition throughout the season, and their conference tournaments are a high-pressure practice round for the Big Dance.
    • Look For: Top teams from these conferences, including Virginia, Kansas State, Purdue, and Tennessee to handily win in the opening rounds.
    • Watch Out For: High-ranked teams in less competitive conferences that won’t stand up to the challenge of playing in later rounds. Teams such as Nevada who play in the Mountain West Conference (33.3% historical win rate) and Buffalo in the Mid-American Conference (also 33.3% historical win rate) have great records and high seeds but have historically done poorly once reaching the tournament.
  • Pick a team: Just a disclaimer this probably isn’t your best strategy if you’re purely focused on winning, but fun is a big deal here at W5 and nothing is more fun than picking a team and letting it ride. Every year I pick my alma mater to go all the way. It’s only worked for me once, but man what a year it was. Pick a team, go all in on them, and act like life and death depended on every one of their games and it’ll make for a memorable March Madness.
12
Mar

A First Timer’s Perspective on The Quirk’s Event

Posted by: w5admin in: Blog , branding , Conference , market research , Uncategorized No Comments on A First Timer’s Perspective on The Quirk’s Event

As a newcomer to the marketing research industry, I was both excited and nervous to attend The Quirk’s Event for the first time. On the first day, I felt an initial surge of shock, as I realized just how massive the conference was. However, my shock was soon overshadowed by curiosity when I began to study the endless rows of company booth displays. How does one company stand out from the rest? What message was each company trying to convey? The answers varied drastically. Some used technology to lure wanderers—setting up interactive touch screens or video walls. Others focused on swag and gamification—ranging from a simple spin wheel to a full-on basketball arcade game, eager to spark conversation with competitive hopefuls following their play-to-win experience. In comparison, our booth was definitely more traditional. Some would dare say “old school.” Technology tucked away and printed collateral on display—we didn’t dangle the same “bright” and “shiny” allure as our neighbors. We chose to simply focus on our work and the people behind it. This is who we are. This is what we do. In a room full of companies striving to be “innovators” and “disrupters,” our claim to fame was and always has been the genesis of what started it all—research.

Of course, as a curator, our brand voice and positioning strategies are not foreign to me. Our work and people have been the quintessence of W5’s brand for over sixteen years. However, The Quirk’s Event provided an opportunity to see our strategy in action. No longer studying our clients behind a computer screen, through CTR’s or social engagement stats, I saw first-hand how we won in the minds of consumers. Of course, there were attendees, on the hunt for bright and shiny things, who simply walked past our display. But often times, we were greeted with a curious look paired with a smile followed by “Who is W5?”

In addition to fostering several marketing “aha” moments, The Quirk’s Event had many educational sessions I’ve incorporated into the armoire of my professional development. As a company who values thought leadership, we jumped at the opportunity to present. Partnering with our client, Rise Against Hunger, we shared insight regarding how our segmentation study is leveraged to help Rise Against Hunger end world hunger by 2030 #2030isPossible.

With close to 100 sessions, guests had their fair share of options. One of my favorite sessions, besides ours, came from 20|20 Research, entitled Decoding Disruption: Understanding Consumer Expectations for a Brand. They spoke to the importance of keeping tabs on small disruptions. They didn’t teach guests how to become big disrupters. Instead, we were told to focus on meeting consumers’ new and evolving expectations that resulted from big disruptions. A “how to keep up with the Jones” playbook.

Prior to attending The Quirk’s Event, I remember being concerned that as marketer for a marketing research firm, I wouldn’t fit in amongst a sea of researchers and anthropologists. However, now I view things from a more polished and experienced perspective. I was able to watch and study how clients engaged with our booth display and within our session, and bring back my own set of thoughts and recommendations for next year. I walked away with great insight on insights professionals. Looks like marketing and market research go hand in hand. Who knew?!

left to right: Keanna Warmsley (Client Relations Consultant), Gemi Hartojo (Client), Andy Willard (Partner), Amy Castelda (Partner)
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