Wakefield Research Blog

Cengage, the largest US-based provider of teaching and learning materials for higher education, partnered with Wakefield Research to create the Cengage Student Opportunity Index. The Index provides an annual, in-depth look at the startling contrast between current...

By Nathan Richter, Senior Partner Sometime in the next 6-12 months, there is likely to be a global recession that will also blight US shores. Such an event will produce enormous changes in consumer habits, values, priorities and behaviors. As a result, there will be a...

Despite the conventional wisdom of more and more consumers preferring the convenience and access of online shopping today, Wakefield Research finds that brick and mortar stores have more staying power than some might have realized, even with younger consumers....

Issue: An educational non-profit sought to understand the challenges and drivers of public school choice—including traditional neighborhood schools, charter schools, magnet schools and public school with special programs—specifically among lower income Washington,...

Wakefield staff celebrated Pi Day with a pie bake-off. As a research firm, our obsession with numbers means an homage to 3.14 (at 1:59) is an occasion for celebration—and a great excuse to eat pie! Members of the team brought in their homemade pies for an office-wide...

In the era of “fake news” and “alternative facts” trust in corporate and business leaders is on the rise, but CEOs and entrepreneurs should not take this good faith for granted. By employing data-backed talking points, business leaders can establish themselves as...

While the public and media was focused on pitting Baby Boomers against Millennials over the last several years, a new generation was coming of age: Generation Z. This month, Pew Research Center announced 1996 will be the official cutoff year for Millennials, with...

At the annual Wakefield Research holiday party, teams across the company got together to prove that they play as hard as they work! The group held its annual holiday party at Eatbar, located in Washington’s historic Eastern Market, to celebrate another successful...

‘Tis the season for stats! Four of Wakefield Research’s recent PR surveys were featured in USA Today’s Snapshots with two days of back-to-back double placements. The number of placements over so short a period, and on behalf of four separate brands, is likely a record...

Wakefield Research is a full-service market research company providing a suite of quantitative and qualitative market research methods. This “Spotlight on Research Methods” series features examples of how Wakefield Research uses specific methodologies to meet its...