Explore the often overlooked advantages of 'negative Personas' with W5, as we delve into the art of turning challenging consumers into opportunities, providing a strategic guide for aiming to truly resonate with your toughest audience.

There’s often a catch in understanding, evaluating, and marketing to the “typical consumer,” so join us in exploring how W5 challenges the standard practice of central tendency and utilizes it to the fullest by not committing to just one of its three primary methodologies.

Take a peek into what we learned at Insights Association’s 2023 Corporate Researchers Conference in Chicago!

The significance of a human-centered approach in market research, and the enduring value of full-service and custom solutions, are as important as ever in today’s tech-driven world. Our Senior Partner, Marty Molloy, explains why.

In W5’s latest Theme of the Month, team members delve into the connections between pop culture and the world of insights. From hot new podcasts to evolving consumer behaviors, we explore the ever-changing landscape of what we're consuming and its impact on our industry.

W5 can help identify which ideas resonate with consumers, elicit constructive feedback, and provide direction for further concept refinement.

Ethnography is immersive, putting researchers in the consumers’ world to observe how they behave and interact with their environment and how they feel about the experience. In this post, we explore some of our favorite ethnographic methods at W5.

Two of our most requested marketing research methodologies are Segmentation and Personas. While Segments and Personas may look similar, they are built on two very different approaches and serve different needs. Let’s explore W5’s approach and point of view on this topic in more detail.

Discover how a leading children's food brand strategically delved into the world of toddler nutrition to expand its portfolio, gaining valuable insights into crafting convenient, nutritious, and appealing snacks and meals for parents and little ones.

Explore the benefits of qualitative UX research and learn how W5 takes a human-centered approach to crafting impactful insights that drive business growth.