March 5-6, 2019

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Andrew Willard

Partner, W5 Inc.

Andrew Willard is a partner at W5, a strategic marketing research consultancy in Durham, N.C. With over a decade in custom marketing research experience, Andrew leads the W5 quantitative research practice in diverse concept testing, strategic tracking, segmentation and consumer A&U initiatives. Whether exploring “who” consumers are, “how” they engage in a category or “what” they think about a proposed brand or product positioning or communications approach, Andrew applies creativity and thoughtful decision-making to explore and understand marketing and communications challenges. Andrew’s interests outside of market research are varied but center around family, outdoor activity, reading and music.

Sessions from Andrew Willard:

The Role of Segmentation in the Fight to End World Hunger

Rise Against Hunger recognized three strategic constituencies: volunteers, corporate decision makers and donors. While general information about these groups was known, Rise Against Hunger desired to go deeper, to understand [...]