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.

Seeing a product you helped shape finally land on the shelf is a rare moment where insight turns tangible, where feedback becomes something you can actually hold. It’s a reminder that great research doesn’t just inform decisions, it quietly drives what shows up in the real world.

Conventional wisdom says segmentation, persona development, and journey mapping are distinct research methods. See how W5’s Customer Growth Framework connects pet parent segments, personas, and real-world journeys to turn understanding into action. The result: more intentional experiences, smarter decisions, and growth that actually sticks.

Our framework for turning customer insight into customer growth connects segmentation, personas, and journey mapping into one unified approach. Discover how W5’s client partners are using this framework to align strategy, messaging, and experience to drive more effective decisions and stronger business outcomes.