title: ruby regex extract word between single quotes
body: <p>I'm looking for a regex to match:</p>
  
  <pre><code>ciao: c'iao 'ciao'
  </code></pre>
  
  <p>with:</p>
  
  <pre><code>ciao #every word excluding non-word character
  c'iao #including apostrophes
  ciao #excluding the quotes ''
  </code></pre>
  
  <p>So far I've been able to match the first 2 requirements with:</p>
  
  <pre><code>/[\w']+/
  </code></pre>
  
  <p>but I'm struggling with extracting word between single quotes (w/o including the quotes). Note that I won't have a case where a word with apostrophe is included between quotes (like 'c'iao')</p>
  
  <p>I've seen many similar Q&amp;A but couldn't find any suiting my needs; Extra points for an answer that includes a brief explanation :)</p>