These blog post ideas aim to provide valuable insights, practical guidance, and inspiration for readers interested in the world of brand manifestos. We want to hear what you think!

See highlights from the W5 Team’s favorite studies run in 2023! Any of these inspire your plans for 2024?

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.