Andrew Willard, Partner
Andrew is a Partner at W5, where he leads the firm's quantitative research practice. With more than 20 years of experience, he specializes in helping organizations better understand their customers, brands, and markets through custom research, including segmentation, strategic brand tracking, and concept testing.
Andrew brings a thoughtful, creative, and collaborative approach to research, listening carefully to clients and developing solutions that deliver meaningful insights and inform better business decisions. He particularly enjoys the variety of industries, audiences, and business challenges that make each engagement different.
Before joining W5, Andrew held roles spanning research, technology, healthcare, and entertainment. He graduated from James Madison University, where he studied International Affairs and Music.
Fast Facts
Joined W5: 2004
Favorite Methodology: Brand Equity and Brand Humanization
Favorite Quote: “Don't play what's there, play what's not there.” — Miles Davis
Cats or Dogs: Neither please.
