A Reddit-style experiment where only AI can converse exposes the limits of intelligence models and a concept called Semantic Heat Death. This post unpacks why that same dynamic may be emerging in human behavior, branding, and research, and why we need more entropy to drive real progress.

Miss MOF this year? We’ve got you covered. Dive into the highlights, key themes, and our biggest takeaways from the event. One message came through clearly: travel demand isn’t fading, it’s shifting.

Explore how trade professionals can bring unmatched real-world insight to market research by translating on-the-ground experience, supplier dynamics, and buyer behavior into practical intelligence.

See how our research is growing into 2026 with some of our most notable work from 2025!

A new year invites both reflection and foresight. Rather than chasing bold predictions alone, this piece explores what recent shifts tell us about where research, brands, and consumer behavior are truly headed.

Join W5 at the 2026 TTRA Marketing Outlook Forum!

Behind every interaction, digital or in-person, there’s a human to understand. Dive into how we uncover the small but meaningful moments that influence decisions every day.

The best insights don’t just come from asking better questions, but from understanding who’s answering and designing the research to meet them where they are.

In this spotlight, we explore how W5 used a hybrid research approach to evaluate and refine a client’s brand identity and creative strategy.

Soccer has grown into more than a sport, becoming a global force that shapes culture, identity, and community. As younger audiences redefine what it means to be a fan, brands need fresh strategies to connect, inspire, and stay relevant leading into the 2026 World Cup.