METHODOLOGIES

Qualitative research is associated with discovery and an aspiration to better understand how people behave, think and feel. W5 designs qualitative approaches that leverage observation and conversation to uncover the key motivations and desires underlying human behavior.

Brand Positioning is a strategy to identify competitive advantages and help your brand…

Concept Development begins with an idea and ends in your consumers’ hands as a product or service…

Consumer Journey maps are tools for visualizing how people interact with your brand…

Ethnography is a qualitative research approach that produces a real-world understanding…

Executive Interviews are in-depth, one-on-one discussions with professionals, often in…

Focus Groups, a moderated discussion held with pre-recruited participants, are the most widely…

In-Depth Interviewing (IDI) is an intimate conversation between a moderator and an individual…

Before your brand messaging meets the market, qualitative research can provide valuable feedback…

Mobile Ethnography is one of the most flexible research tools available, allowing W5 to connect…

Online Discussions are comprised of relatively new qualitative research tools that can provide broader…

Product Development is rarely a straight line and can present stops and starts throughout the process…

Shopper Insights reveal how consumers interact with products and brands within retail…