W5

As business objectives evolve and new research initiatives become more pressing, little time is available for retrospection and collected data becomes inert. W5 offers a solution to this challenge by capitalizing on current resources and maximizing the impact of existing research through meta-analysis and re-reporting. Meta-Analysis uses previously developed marketing research to create a singular, custom report that clarifies insights and presents results in a compelling manner, giving research a new voice.

Traditional market research reporting can be one-dimensional, limited to presenting study findings as text, numbers, graphs, and charts, often failing to communicate the heart of consumer experience. Video Ethnography is an additional, powerful tool that makes “flat” messages more multi-dimensional and brings research subjects to life. Video Ethnography is akin to documentary storytelling as it enhances observational understanding with its nuances of tone, gaze, and energetic investment. It’s more than audio, visual imaging, or words?video is all of these, presented simultaneously in a visual narrative.

While some view Hispanics, or Latinos, as a single group, this misconception can reduce the effectiveness of research insights. Different segments of Hispanic consumers exhibit separate and distinct behaviors, including how they engage with brands. Addressing these various subgroups appropriately is instrumental in ensuring authentic understanding of Hispanic consumers. While Hispanics self-identify as an ethnolinguistic group, they vary in country of origin, race, religion, culture, and degree of acculturation?each with their own habits, practices, and preferences. Hispanic markets are therefore pluralistic, varying in behavior, values, and attitudes. It is essential that market researchers understand this pluralism.

Dinner Discussion Groups take a traditional research methodology in a new direction by conducting exploratory qualitative research in a new environment, bringing recruited participants, professional moderators, and client stakeholders together in a private, yet familiar setting. The result is a casual, interactive discussion that fosters deep exploration and a free-flowing discussion centered on themes, trends, and larger cultural phenomena often glossed over in traditional focus groups. They also provide an opportunity for client stakeholders to get closer than usual to their consumers.