Creative testing reveals what audiences actually feel, not just what they say, giving brands a powerful edge before campaigns ever hit the market. At W5, we turn those real time reactions into strategic insights that shape stronger messaging, sharper creative, and more impactful results.

The best insights don’t just come from asking better questions, but from understanding who’s answering and designing the research to meet them where they are.

Get into in person qualitative with W5! As we step into the world of our participants, in person qualitative research is revealing richer, emotional insights while giving depth, nuance, and human connection back to the forefront of insight generation

In this spotlight, we explore how W5 used a hybrid research approach to evaluate and refine a client’s brand identity and creative strategy.

Soccer has grown into more than a sport, becoming a global force that shapes culture, identity, and community. As younger audiences redefine what it means to be a fan, brands need fresh strategies to connect, inspire, and stay relevant leading into the 2026 World Cup.

When it comes to surveys, bigger isn’t always better. Splitting one long, bloated questionnaire into shorter, focused studies not only improves data quality and respondent engagement, but also delivers sharper insights that roll up into one clear, strategic story.

Join us as we explore the importance of creative testing and share recent work showing how qualitative research equipped our agency partner with the insights to refine, optimize, and successfully launch a new campaign.

Travel light, travel smart. Whether hiking the John Muir Trail or racing through O’Hare for a client meeting, the biggest lesson I’ve learned is to travel with a backpacker’s mindset - prioritize essentials, stay adaptable, and embrace discovery - and how it applies to marketing research.

Mark your calendars for Baal Dan Charities Networking for a Cause event in NYC on 9/25. It will be an evening filled with thought leaders, bold ideas, and valuable networking - all benefiting children in need!

As AI reshapes the advertising landscape—from targeting and media buying to concepting and creative—agencies face a choice: chase efficiency or elevate strategy. This post explores how leading shops are blending automation with emotional intelligence to create smarter, more human work that actually connects.