Tristan Shook, Partner
Tristan is a Partner at W5 and leads the qualitative research team. He works with Fortune 500 and agency clients across industries to help them connect with their customers on a human level.
Tristan has over 20 years of qualitative research and strategic problem-solving experience. He designs custom qualitative studies that encompass traditional methodologies (focus groups, interviews) as well as ethnographic study, social media listening, and creative digital activities. With a background in business journalism and anthropology, Tristan moderates for context, understanding, and empathy across both consumer and B2B audiences.
Prior to joining W5, Tristan conducted analysis on companies, industries, and competitive dynamics for investment and market research. He studied journalism and mass communication at the University of North Carolina at Chapel Hill.
Fast Facts
Joined W5: 2005
Favorite Methodology: Ethnography
Favorite Quote: ‘Seeing is forgetting the name of the thing one sees’
Cats or Dogs: Dogs (3, Penny, Birdie, and Molly)
