2024 Project Highlight Reel
Welcome to 2025! At W5, we are leveraging marketing research to help our clients decode human behavior and achieve business growth. As the new year unfolds, we’re excited to revisit some of the standout projects we delivered in 2024. These examples highlight our collaborative approach to solving complex challenges and delivering impactful insights.
Breathing Life into Segments with Personas
CLIENT CHALLENGE: How can we empathize with our customers?
W5’S APPROACH: Segmentation + Personas + Activation
RESULTS:
Identified the behaviors, attitudes, needs, and underlying psychographics of each segment.
Conducted ‘Day-in-the-Life’ ethnography to inspire personas based on priority segments.
Produced design-driven deliverables (Scrapbook, Gift Basket, Fact Sheets) for socialization and stickiness, encouraging persona adoption.
Connecting the Digital and In-Aisle Experience
CLIENT CHALLENGE: What is a frictionless retail experience?
W5’S APPROACH: Shopper Missions + Concept Testing
RESULTS:
Uncovered preferences and pain points across digital platforms and in-store experiences.
Tested groundbreaking design concepts tailored to both homeowners and professionals.
Inspired collaboration across merchandising and UX teams to inform a cohesive retail strategy.
Mapping Brand Humanization Metrics
CLIENT CHALLENGE: What corporate values matter most?
W5’S APPROACH: Brand Health Survey
RESULTS:
Measured perceptions of brand purpose, ethics, social responsibility, value, and employee appeal within a Brand Humanization framework.
Designed a gamified survey featuring emoticons and open-ended questions, which encouraged more engaged and humanistic responses.
Guided messaging and imagery to align with trust and empathy values, enhancing brand perception.
Leveraging Jobs-to-be-Done to Fuel Innovation
CLIENT CHALLENGE: What are consumers ‘hiring’ us for?
W5’S APPROACH: Ethnography + JTBD Playbook
RESULTS:
Applied the JTBD framework to uncover needs, behaviors, and competition for the snacking occasion.
Identified unique use cases beyond typical consumption occasions along with key emotional expectations tied to the product experience.
Discovered opportunities to adjust product and communication strategies, fueling NextGen ideation and complementary product offerings.
These examples showcase our commitment to delivering meaningful insights and actionable strategies for our clients. From enhancing customer empathy to fueling innovation, W5 is proud to have contributed to our clients’ success in 2024.
Let’s make 2025 your year for growth! Contact us today to learn more about how W5 can partner with your team to design and execute research that drives results.