Every once in a while, we like to share what we’ve been up to,  including how our research engagements have helped our clients achieve their business goals and some of the lessons learned. This case study highlights W5’s approach to a large scale consumer journey project that encompasses multiple retailers.

This project was a prime example of how consumer journey mapping can bring clarity to the consumer purchase process and identify opportunities for clients within.

Exploring Retail Messaging and Merchandising Strategies

W5 partnered with an advertising agency and their client, a national wireless carrier with a retail presence in thousands of locations across multiple retailers. The wireless carrier was in the early stages of planning their short and long-term retail messaging and merchandising strategy, and looked to W5 to provide consumer insight and help visualize the consumer shopping journey.


W5 designed a large-scale qualitative and quantitative research approach to map the consumer journey at their top retail partners. Online Discussions were conducted to capture a broad understanding of the category as well as perceptions of the shopping experience at each retailer. This was supplemented with Ethnography to observe specific points in the shopper journey and Internal Interviews with employees to understand the communication challenges within each retailer. A quantitative Online Survey capped the research, validating the key stages of the consumer journey and other hypotheses and insights.


W5 developed in-depth profiles and shopper journey maps for each retailer, highlighting key messaging and merchandising touchpoints. These insights and journey maps provided a foundation for the advertising agency and client to build a strategy to meet consumers’ needs by delivering new and innovative retail experiences at each stage in the purchase process.

Spotlight is a special feature of the W5 Blog showcasing W5 consultants’ approach to designing marketing research studies, creating engaging deliverables, and informing strategy. For more information on W5’s approach to qualitative or quantitative research contact:

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