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Hi, we’re W5.

W5 is a fiercely independent custom research consultancy decoding the who, what, when, where, and why behind consumer behavior for brands and advertising agencies. We deliver insight that empowers clients to make confident decisions and drive sustainable growth.

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What We Do

W5 crafts custom solutions leveraging qualitative, quantitative, and strategy services, packaged to encourage adoption, implementation, and socialization of research findings.

Clients hire W5 to uncover human truths that translate into business strategies supporting innovation, brand growth, and memorable campaigns.

  • PROFILE

    Know Your Audience

    Go deep with consumers—learn who they are and how they think.

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  • INNOVATE

    Identify Opportunities

    Disrupt the marketplace with new ideas and opportunities.

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  • EVALUATE

    Test and Optimize

    Capture feedback on messaging, products, services, and features.

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  • TRACK

    Monitor Your Brand

    Identify shifts in awareness, consideration, usage, and loyalty.

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Customer Growth Framework

Growth does not come from isolated research. It comes from a connected system that defines the opportunity, humanizes the audience, and optimizes the experience.

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  • Case Study

    Segmenting for success.

    See how W5 helped a premium apparel company to understand how consumer segments shop for active and lifestyle accessories.

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  • Our Case Study Library

    Check out our full collection of case studies.

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  • Case Study

    Brand health is brand wealth.

    See how W5 helped a distinguished and competitive firm offering accounting, tax, and audit services that wanted to assess its brand image and health among C-suite executives.

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American Heart Association - Nonprofit
BarkleyOKRP - Ad Agency
BrandsMart - Retail
Dotdash Meredith - Ad Agency
Drake Cooper - Ad Agency
Electrolux - CPG - Home
Fortune Brands - CPG - Home
Georgia Pacific - CPG
Harris Teeter - Retail Grocery
Land O' Lakes - CPG - Food & Beverage
McGarrah Jessee - Ad Agency
NFL - Entertainment
Ocean Spray - CPG - Food & Beverage
Ossur - Medical
Principal - Financial Services
Razorfish - Ad Agency
Rise and Shine and Partners - Ad Agency
SEMA - Auto
SimpliSafe
Spectrum Brands
Tombras - Agency
Topgolf - Entertainment
Toro - CPG - Home
Visit Oklahoma City - Travel & Tourism
Visit Phoenix - Travel & Tourism
VML - Ad Agency
VSP - Insurance

  • "When selecting a partner, I strongly advocated for W5 because I believed we’d get a personalized, hands-on, and agile experience—and they absolutely delivered on that in spades. We couldn’t be happier with the outcome and would highly recommend them."

    — W5 Google Review

  • "W5 is an outstanding research team and strategic partner. They kept us up to date on progress, organized every last detail, adapted the report to meet our curiosities, and delivered sharp, actionable insights. The report they delivered belongs in a frame. I would give them 6 stars if I could."

    — W5 Google Review

  • "Excellent insights partner. Superior collaboration and customer service, combined with whip smart thinking, creativity and responsiveness. I will work with them again for sure. A seamless and productive partner like this doesn't come along every day."

    — W5 Google Review

  • "A partnership with W5 delivers results. From consistent high quality communication with their team to a refreshing POV on emerging market research methodologies, W5 went above and beyond to make us feel like true partners in the research process."

    — W5 Google Review

  • "W5 is a not just a research vendor, but a true partner. Their professionalism, responsiveness, and thought leadership was spot on. I appreciated the constant sharing of thoughts and collaboration when working with the W5 team. They are also great listeners, hearing our needs and incorporating them into the project accordingly. They exemplify what a smart, patient, detail oriented market research partner should look like."

    — W5 Google Review

The W5 Narrative (aka Blog)

Featured
HIRI Insights Summit: Recap & Takeaways
HIRI Insights Summit: Recap & Takeaways

What’s changing in home improvement and what isn’t? Amy R. Castelda shares a few standout takeaways from her first HIRI Insights Summit, including the growing role of AI, shifting homeowner and pro behaviors, and why trust still wins.

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Spotlight: View from the C-Suite
Spotlight: View from the C-Suite

In this spotlight, we explore how research helped uncover the ways supply chain leaders are navigating today’s challenges and preparing for what’s next. See how insights from senior decision-makers revealed emerging priorities and opportunities for thought leadership, messaging, and future investment.

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Strong Analysis Starts with Intentional Questionnaire Design
Strong Analysis Starts with Intentional Questionnaire Design

Strong analysis starts with thoughtful questionnaire design. By understanding research objectives and how findings will be used, researchers can create surveys that are clear, actionable, and designed to deliver meaningful insights.

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Recap: STS Connections Conference
Recap: STS Connections Conference

From the growing role of research and AI in tourism to conversations around disaster resilience, the Southeast Tourism Society’s Connections Conference offered plenty of insights into what’s shaping the industry. W5’s Maddy May shares her biggest takeaways from Richmond, including the opportunity to present her own research on visitor perceptions and disaster resilience.

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