W5 Business Brochure

WE BELIEVE THERE IS AN ART TO THE SCIENCE OF MARKETING RESEARCH

Use this booklet to… + Learn more about the solutions and services W5 uses to help brands and advertising agencies grow and see what makes us stand out among the crowd. + Ask the questions you should consider before your next marketing research study to get the most out of your project. + Apply this knowledge to map growth strategies for your brand, right inside this booklet. Let’s get started!

HI WE’RE W5 W5 is an independent, custom marketing research 昀椀rm. We focus on answering who, what, when, where, and why people relate to products and services. We deliver knowledge that empowers our clients to con昀椀dently make decisions to drive sustainable growth for their business.

A FEW WORDS TO DESCRIBE THE W5 TEAM… CREATIVE. INTELLIGENT. COLLABORATIVE. + An eclectic group of statisticians, designers, anthropologists, and journalists bound by a common curiosity to understand what drives human behavior + A full-service boutique agency, we are small by design with 20 full-time employees, all located in the Research Triangle Park + Above all, we have a passion for the work we do and the industries we serve

BUSINESS PHILOSOPHY Principles that guide us to achieve success. INDEPENDENT MODERN HUMAN-CENTRIC We pride ourselves on From methodologies to A human-centric our ability to grow on deliverables, we mindset enables our our own terms. advocate for and clients to unlock growth Independence keeps us implement practices strategies to meet agile, 昀氀exible, and able driven by a modern consumers where they to adapt quickly to design (taking our clients are today… and aspire changing environments. along for the ride). to be tomorrow.

CLIENTS HIRE W5 TO UNCOVER HUMAN TRUTHS that translate into business strategies to support growth and loyalty

WHAT WE DO MARKETING RESEARCH SOLUTIONS Brands require constant attention to ensure stability, relevance, and growth. W5’s market research solutions support brands from launch to loyalty.

PROFILE INNOVATE KNOW YOUR UNCOVER AUDIENCE OPPORTUNITIES Go deep with Disrupt the consumers—learn marketplace with who they are and new ideas and how they think breakthroughs EVALUATE TRACK TEST AND MONITOR OPTIMIZE YOUR BRAND Capture feedback Identify shifts on messaging, in awareness, products, services, consideration, and features usage, and loyalty

Audience pro昀椀ling helps you understand the behaviors and attitudes that drive how people engage with your brand, products, and services. By understanding the values that drive your customers, you’ll know how to deliver an ideal PROFILE product and experience. W5’s pro昀椀ling methods encourage empathetic thinking by understanding consumers’ motivations, needs, and psychographics delivered in an easy-to-understand manner. This knowledge leads to smarter products and services that resonate with KNOW their lifestyles and inspires loyalty. W5 can implement a range of methodologies to YOUR support pro昀椀ling research including: + Attitudes and Usage + Online Discussions AUDIENCE + Audience Pro昀椀ling + Personas + Ethnography + Segmentation Go deep with consumers—learn who they are and how they think

BUILD A PERSONAPERSONA Personas are tools for understanding and empathizing with consumers, clients, or end users. They are commonly built off segments and are crafted by leveraging various primary qualitative approaches. In this exercise, put yourself in your customers’ shoes to build a framework for a Personas project by answering: Scan to download our Personas WHAT ARE MY WHA White Paper MOTIVATIONS? T ARE MY CHALLEN What are your GES? customers’ rational T ARE WHA H and emotional drivers? ow do they engage S? with the category? MY GOAL Where does your What frustrates them? brand 昀椀t in? needs arise? When do What drives your customers? APPLY YOUR KNOWLEDGE

Primary research helps you discover white space to fuel innovation, expand your reach, and address unmet needs in the marketplace. Listening to consumers’ wants and needs inspires stories, campaigns, and products that resonate and have the ability to inspire authentic relationships. INNOVATE W5 can implement a range of methodologies to support innovation research including: + Brand Positioning UNCOVER + Brand Equity Explorations + Consumer Journeys OPPORTUNITIES + Ethnography + Jobs-to-be-Done Research + Message Development + Product Development Disrupt the marketplace with new ideas and breakthroughs

CREATE A JOURNEY MAPJOURNEY MAP Use the line to map out the touchpoints your consumers take along each stage of the purchase journey. Start from the moment a need arises and show the steps they take before and during purchase. AWARENESS CONSIDERATION PURCHASE LOYALTY Where and when How do your What How do do your consumers consumers make happens at consumers stay learn about your brand decisions and the moment engaged after or product? compare options? of purchase? purchase? There are many factors that in昀氀uence the consumer journey. This exercise can help you understand challenges and opportunities along the way. APPLY YOUR KNOWLEDGE

Positioning, communications, pricing, and UX combine to create the ideal brand experience. W5 captures reactions to product and messaging concepts to ensure they both resonate with your audience and align with your business goals. Our human-centered approach turns your ideas into EVALUATE the ads they see, experiences they have, and products they buy. W5 can implement a range of methodologies to TEST AND support evaluation research including: + Brand Positioning OPTIMIZE + Concept Testing + Conjoint/Trade-Off Analysis + Marketing Communications Testing + Price Sensitivity Research + Product Development + Shopper Insights Capture feedback on messaging, products, services, and features

ASSESS WITH BRAND MAPPINGBRAND MAPPING Brand mapping on an XY chart HIGHER can provide a handy visual for QUALITY brands looking to see where they stand in the marketplace and (X) uncover growth opportunities for growth or innovation. WHERE DO YOU FALL ON THE MAP? Place a dot and a label for where your brand and competitors fall on each axis. LOWER HIGHER Here are some questions to VALUE VALUE consider afterward: (Y) + What are your brand’s strengths relative to competitors? + Who are your biggest threats? + Where are opportunities to evolve and grow? LOWER QUALITY Understanding why or how customers think about your brand in APPLY YOUR KNOWLEDGE relation to the wider marketplace can bring in fresh perspectives.

Track the impact of marketing campaigns, monitor brand perceptions, gauge changes in your target audience, and chart the evolving marketplace with cutting-edge tracking methodologies. Knowing the state of your brand’s health will fuel strategies that drive awareness, consideration, usage, and advocacy. W5’s custom tracking studies help you TRACK understand what’s working and what can be improved through year-over-year benchmarking. W5 can implement a range of methodologies to MONITOR support tracking research including: + Advertising Impact Tests YOUR + Brand Health Research BRAND + Strategic Tracking Identify shifts in awareness, consideration, usage, and loyalty

EXPLORE BRAND HEALTHBRAND HEALTH Once you’ve identi昀椀ed your target audience, the consumer journey, and where your brand 昀椀ts within the marketplace, it’s time to establish metrics to track brand health. In this exercise, review the proposed questions to see which KPIs make sense to track over time for your brand. Make notes on how these metrics are currently being measured and which ones can bene昀椀t from implementation of a tracking study. What? WHEN? What are the metrics When are we measuring for awareness, brand metrics? consideration, and When is our next likelihood to purchase? campaign running What factors are to ensure awareness impacting brand metrics are captured perceptions? prior to launch? RE? WHE HOW? Where and how do How is the market customers become changing over time? aware of the brand? Where should we be How is the brand showing up across performing against competitors? traditional and social media? By taking an honest account of what you know and APPLY YOUR KNOWLEDGE what you don’t know, a tracking project is born!

HOW WE DO IT MARKETING RESEARCH SERVICES W5 crafts custom solutions leveraging qualitative, quantitative, and strategy services packaged to encourage adoption and socialization of 昀椀ndings.

QUALITATIVE QUANTITATIVE STRATEGY Brand Positioning Attitudes & Usage Research Activation Workshops Concept Re昀椀nement Audience Pro昀椀ling Artifacts and Installations Consumer Journeys Brand Equity Exploration Documentary Videos and Digital Discussions Brand Health Assessment Highlight Reels Dinner Groups Concept Testing Ideation and Co-Creation Sessions Ethnography Conjoint Analysis Journey Mapping Focus Groups Price Sensitivity Research Personas Archetype Creation Message Testing Segmentation Research Meta-Analysis Shopper Insights Strategic Tracking Research Playbooks

QUALITATIVEQUALITATIVE Qualitative research is associated with discovery and a desire to better understand how people behave, think, and feel. W5 designs immersive qualitative approaches that leverage observation and conversation to uncover the key motivations and desires underlying human behavior: + Brand Positioning + Digital Discussions + Focus Groups + Concept Re昀椀nement + Dinner Groups + Message Testing + Consumer Journeys + Ethnography + Shopper Insights

HOW WE LEVERAGE EMPATHETIC THINKING W5’s qualitative research team aims to understand not only what people say and do, but deeply explore the real-life context around these decisions. Beginning with a realistic understanding of people’s needs, challenges, emotions, routines, and lifestyle prepares companies to accurately frame issues they face and apply solutions that make good ‘business sense’ and good ‘people sense.’ Consider these tips when looking to practice empathy in qualitative research: Interviewing In-the-Moment Encouraging Bringing For Empathy Research Creativity and Research to Life Expression Approaching Leverage Implement System 2 Design deliverables that interviews and live approaches that driven exercises provide not only conversations with allow you to observe that encourage the qualitative research the goal of building moments of divergent thinking or results but add color rapport and digging interaction and allow consumers to and context from deeper into the experiences in real express themselves real-world consumers whys and hows of time rather than with analogies, through quotes, consumer behavior relying on memory associations, or their photography, and video own idea generation

QUANTITATIVEQUANTITATIVE Quantitative research establishes modest representation and objective understanding of the marketplace. W5 examines robust data sets to provide a comprehensive and statistically reliable overview of consumers’ behaviors, opinions, and lifestyles. + Attitudes & Usage Research + Brand Health Assessment + Price Sensitivity Research + Audience Pro昀椀ling + Concept Testing + Segmentation + Brand Equity Exploration + Conjoint Analysis + Strategic Tracking

THE “DUAL PROCESS” THEORY The “Dual-Process Theory” framework helps W5 understand perceptions and behaviors and how people process branding and marketing stimuli. To successfully apply these analyses, W5 combines direct questioning to capture deliberative thoughts and feelings and exploratory analyses to probe for insights into consumers’ subconscious associations. Insights gained from both perspectives support research objectives and lead to compelling insights and actionable recommendations. System 1: System 2: Implicit Drivers of Human Behavior Explicit Motivations Subconscious, automatic, 昀椀rst reactions, Focused, deliberate, intentional, slower, quicker, no effort/control with choice + Top of mind recall and association + Direct multiple choice and single + Key Drivers Analysis based on correlations choice questions between speci昀椀c and overall perceptions of + Likert and semantic differential rating scales the brand + Ranking and select-3 exercises + Factor Analysis, Cluster Analysis leading to + Open ended questions and explanations segmentation + Inferences from responses to questions to brand af昀椀nity, loyalty, and rationale questions

STRATEGYSTRATEGY Strategy is a natural extension of the work we do, telling a story and providing a direction forward. Research that remains static has limited value—it needs to be put into practice to be tangible. Our strategy practice brings research 昀椀ndings to the next level where research is heard, understood, and appreciated by all. + Activation Workshops + Journey Mapping + Artifacts and Installations + Personas Archetype Creation + Documentary Videos and Highlight Reels + Research Meta-Analysis + Ideation and Co-Creation Sessions + Research Playbooks

STYLISH DELIVERABLES BY DESIGN W5 excels at crafting deliverables that are memorable, Consider ideas like: impactful, and 昀椀t with your brand. Are you a beverage company with a new segmentation? + Activation Workshops Consider ‘Segment Coasters’ to encourage segment + Artifacts and Installations adoption (and have a place for your product). + Fact Sheets Creating impactful deliverables generates engagement with research across the organization and promotes a + Journey Maps culture of consumer-centric thinking. + Playbooks

WHO WE WORK WITH + 22Squared + Land O’Lakes + Razor昀椀sh + American Heart Association + LPGA + Rise and Shine and Partners + Bailey Lauerman + McCann Worldgroup + Samsung + Chemistry + McGarrah Jessee + SEMA + Chick-昀椀l-A + Moët Hennessy + Signal Theory + Crayola + Nestlé Gerber + SimpliSafe + Dart Container + Newman’s Own + Spectrum Brands + Drake Cooper + NFL + Tombras + Duke Energy + Ocean Spray + Visit Orlando + Electrolux + Össur + VSP + Kellogg’s + Plano Synergy + Wunderman Thompson

INTERESTED IN LEARNING HOW W5 CAN ASSIST YOU WITH YOUR MARKETING RESEARCH NEEDS? REACH OUT [email protected] Want fresh content delivered straight to your inbox? Sign-up for the W5 Wrap Up (aka our newsletter).

GET IN TOUCH WE’D LOVE TO HEAR FROM YOU! 3211 Shannon Road, Suite 610, Durham, NC 27707 [email protected] W5insight.com 919-932-1117 Who? What? Where? When? Why?