WHY-Q? INC.

New York // Los Angeles // Chicago // Est. 1999

WHO WE ARE

New York // Los Angeles // Chicago // Est. 1999

WHY-Q? IS A GLOBAL MARKETING, BRAND AND LIFESTYLE CONSULTANCY FOUNDED IN 1999 TO PROVIDE A CREATIVE ALTERNATIVE TO TRADITIONAL MARKET RESEARCH.

Since our beginnings, our single-minded mission has been to deliver to clients the most meaningful insights possible. While we draw upon deep experience with established best practices, we believe that uncovering the most game-changing insights often requires a custom approach. To do this we have adapted traditional methodologies and invented new ones, worked in our own back yard and across the globe, talked to category experts and everyday consumers.

We’re proud of the reputation WHY-Q? has earned for being agile, for employing creative, innovative approaches tailored for specific needs, and for the analytical skills necessary to powerfully deliver relevant and actionable findings. Our main offices are in New York, Los Angeles and Chicago, but we bring our unique approach to markets across the country and around the globe on behalf of some of the world’s most admired brands.

IDEAS MEAN NOTHING WITHOUT EFFECTIVE EXECUTION.
WE DELIVER OUR CLIENTS ACTIONABLE INSIGHTS.

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HOW WE WORK

New York // Los Angeles // Chicago // Est. 1999

WE’VE INTRODUCED SEVERAL METHODOLOGIES OVER 10 PLUS YEARS OF WORKING IN THE FIELD. WE INNOVATE NOT TO ESTABLISH TRADEMARKS OR STAND OUT FROM THE CROWD, BUT SOLELY FOR THE PURPOSE OF CONSISTENTLY DELIVERING OUR CLIENTS RELEVANT AND IMPACTFUL INSIGHTS. TO GUIDE US ON THIS PATH, WE ADHERE TO FOUR CORE PRINCIPLES.

1. Every project demands a custom approach

We would never force-fit a set of objectives into a pre-formulated approach. We design our methodology only after we fully understand the questions our client is trying to answer. Only then do we determine what sources we will tap and how we can uncover the deepest, most effective insights.

2. Great insights begin with great respondents

We can’t stress enough how important a quality recruit is for any client looking to gain access to the highest level of insights possible. But we don’t have to stress it, because we control it. At WHY-Q? we recruit in-house. We don’t use purchased lists or vendors corralling people on the internet. It’d be easier, but it wouldn’t give us the right kind of respondent. We do the recruit because we don’t want it to be about checking boxes. We know what a quality respondent sounds like, and we listen for cues. Whether we are conducting one-on-ones in New York City, or shop-alongs in Shanghai, we do the recruiting ourselves, and stand behind the quality of our respondents.

3. Creative environments foster creative connections

We feel that talking with people about their behaviors and motivations, and their values and ways of understanding the world around them, should not be conducted in a sterile environment, but rather a space conducive to creative, reflective, and meaningful exchange. Our loft spaces in NYC, LA and Chicago are casual and stylish by design. We feel they set the stage for the kind of conversations brands thrive on—honest, authentic, and deeply felt.

4. Insights are only valuable if the report is valued

You can have great insights that sit in a drawer and never change a thing. If the research findings are not shaped into a powerful story, and not packaged in a compelling way, then they will lose their value before they reach their audience. We bring the same level of innovation and creativity to our reporting as we do to our research approach. Whether we cut a video documentary, build a storyboard of results, or put together a multi-media presentation, we recognize the importance of powerful storytelling.

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WHAT MAKES US DIFFERENT

New York // Los Angeles // Chicago // Est. 1999

In other words, why Why-Q?.

#1 – We’re agile and nimble.

We can make projects happen when you need them to. We’re not held up by processes and paperwork, and we merge exceptional people skills with exceptional experience. That means we can talk to anyone no matter their age or attitude.

#2 – We do it all.

From the very start we decided never to use traditional recruiters or traditional focus group facilities. We do everything ourselves so we can control the quality. We’ve built out our own spaces and developed creative ways to recruit. We moderate and facilitate interviews and groups from the start as well, and we’re recognized for our effective reporting.

#3 – We’re fully custom.

We don’t take the same approach to every project, as every project has its unique challenges. We design the approach and methodology when we determine what needs to be understood at the end of a project, and of course, our reporting is highly customized as well.

#4 – We’re Connected

Our roots are deep in the artists’ communities of the cities where we began, New York and Los Angeles. We don’t have to look at culture from the outside, because we’re in with the makers of culture. We like to think of ourselves as artists as well, with a strong sense for design, for what works visually, whether that’s in building out a space or putting together a report. It may seem an intangible quality, but our devotion to aesthetics has been the factor for many clients who’ve returned to us. It influences everything we do.

View Some Of Our Case Studies

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OUR WORK

New York // Los Angeles // Chicago // Est. 1999

View Some Of Our Case Studies

#1 – China Technology Consumers

Unearthed the nuances of the Mainland China consumer for a leading technology brand’s global retail team. Through a series of interviews and ethnographic approaches, combined with in-field quantitative intercepts with consumers, the brand was delivered actionable insights and a series of short films that brought these consumers to life. Deliverables provided the brand’s global teams a highly informative and revealing window inside the mind of Mainland China’s growing consumer class.

#2 – Luxury Shoes

Obtained a deep dive understanding of the world’s #1 luxury brand’s key levers of success in footwear among female luxury consumers, both from a collection and retail point of view. By combining workshop sessions and shop-a-longs with customers, as well as employee interviews and in-store observational analysis, the brand was delivered a 360º view point that allowed them to strengthen their global footwear effort and leverage key brand equities to connect with their highly discerning and demanding customers.

#3 – High School Varsity Athletes

Engaged high school teen athletes to better understand and evaluate product needs and desires for the largest athletic apparel and footwear retailer. Fielded a tactful workshop methodology to extract high level insights from this typically low attention span consumer. Providing the participants with an energizing and relatable environment created maximum opportunity to tap into the minds of participants for actionable results and feedback.

#4 – Millennial Cultural Creatives

Discovered the barriers and tensions surrounding creativity, lifestyle and cultural behaviors, as well as perceptions of a major sneaker brand. Also investigated the role and usage of media in the lives of Millennial Cultural Creatives. Immersive ethnographies among the target delivered the brand and its global media agency an acute understanding of future thinking opportunities as it pertains to the brand authenticity, with both on and offline media touch points. One key success factor was the WHY-Q? driven identification and recruitment of influential and thought leading Millennial Cultural Creatives.

#5 – Global Smartphone Shoppers

Intercepted current smartphone shoppers at point of purchase in US, Europe and China stores. The objective was to help a dominant smartphone brand better understand specific in-store purchase behaviors, as well as how the store itself (sales people, signage, environment) impacts choice of brand and brand perceptions. By hearing each top of mind story broken down, identification of key market and global patterns provided the brand with information to proactively address continuing market dominance in a rapidly changing category.

#6 – Underprivileged College Hopefuls

Hired by a major, national non-profit agency to gain a deeper understanding of the challenges that low income families face in getting their children into college. Conducted ethnographic interviews in the homes of families with college hopefuls, where high school graduation was the highest level of educational achievement in the household. Afforded the client an engaging and eye opening look into the day to day lives of several families, and provided inspiration and strategic direction for the agency’s new campaign development.