Staff Picks: Noteworthy Work at W5

As the year picks up, W5 is keeping it fresh with how we tackle our research solutions. We want to take a moment to recap our favorite studies of 2025 and how we’re continuing to grow into 2026!

Category Credibility

Building trust and driving adoption in a new category was how our clients set out to build their brand equity while expanding to new opportunities. Through agile video diaries and a robust survey, we uncovered real behaviors, trust perceptions, and unmet needs across this pet medication journey, while pinpointing what sparks interest and conversion. W5 was able to identify behaviors, perceptions of trust, and unmet needs within the pet medication journey while also testing value propositions to inform marketing strategy for the project.

Reforming Retail

Using a brand’s retail footprint, our clients were able to drive trail and loyalty. With the help of W5’s retail ethnography and in-store shop-alongs to guide the understanding of customer perceptions of the brand image and product quality, the client was able to identify the high impact touchpoints at the intersection of in-store and digital experiences and map retail performance metrics including merchandising and customer support.

Parent Persona

To understand how Millennial and Gen Z parents approach healthcare for their children, our clients were able to utilize Segmentation and Personas to identify behaviors, relative sizes of each segment, and attitudes of the parents. W5 conducted ‘Day-in-the-Life’ ethnography to inspire Personas that were used to produce Design Driven Deliverables to encourage socialization and adoption of the Personas.

Compelling Claims

To find which claims were able to build trust and drove purchasing to differentiate our client’s brand, W5 pursued a Claims Testing Survey and Video Open Ends to identify claims establishing category leadership and purchasing impact. This determines which claims resonate with professionals vs. consumers to allow the client to prioritize differentiating claims that stand out in market.