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 organizational goals and some of the lessons learned. This case study highlights W5’s successful use of a hybrid research approach for a well-known national health advocacy nonprofit seeking to inform its positioning strategies for educational campaign initiatives.
W5’s previous healthcare-related research revealed a tipping point near the age 45 among adults and their awareness, attitudes and behaviors towards health. As a result, we designed our research approach with this ingoing hypothesis in mind, using participant age breaks that allowed for commonalities both within and across life-stages, behaviors, etc. to emerge. In doing so, we were able to provide our client with a strategic approach to messaging that would drive awareness and action among audiences both broad and targeted (e.g., Millennials).