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Research that amplifies value

Create, launch and grow great things - with authentic audience insight and smart strategic thinking that delivers results.

Human-centred Research.
Outcome-focused Insights.

Waveform is an independent research and insights consultancy. Our mission is simple: give brands the audience knowledge and strategic clarity needed to create, launch, and grow things that people truly value.

We make that happen through creative qual and quant research aligned to human-centred strategy frameworks and delivered with actionable empathy, to power valued propositions, products, experiences and campaigns .

Supporting ambitious brands

WHO WE HELP

Scale ups. Global brands. Not-for-profits. Consumer. B2B. We support organisations of all types and size, united by a desire to grow by adding value to peoples’ lives.

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subscriptions

Digital, Media,
Tech & Telecoms

Services &
Subscriptions

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Retail &
Consumer

Travel &
Leisure

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Public sector
& Not-for-profit

Amplifying value with strategic insight

OUR SERVICES

Our custom projects surface the answers, insights and empathy needed to fuel creativity, shape smarter strategies and craft more meaningful experiences. Discover how…

WE HELP BRANDS…

Market Research to Create

Create.

Navigate markets and build audience empathy, to create valued propositions and meaningful brand experiences.

Our Create insight services:

  • Usage & Attitude Studies (U&As) | Market orientation & trends | Jobs to be Done (JTBD) | Demand & Problem Spaces | Category Entry Points (CEPs) | Ethnography & diary studies

    Discover how we do it

  • Target audience identification | Ideal Customer Profiles (ICPs) | Market & Customer Segmentation | Personas | Segment strategy and activation

    Discover how we do it

Launch

WE HELP BRANDS…

Inform and test propositions, experiences, strategies and campaigns to ensure a successful launch.

Our Launch insight services:

  • Value Proposition Development | Product-Market-Fit | Concept & Proposition testing | Market Sizing | Ideation & Co-creation | User trials & testing | Creative testing

    Discover how do it

  • Go-to-Market Strategy | Price optimisation | Range optimisation | Conjoint studies

    Discover how do it

Grow.

WE HELP BRANDS…

Evaluate and enhance brand experience, journeys and communications, to grow customer acquisition and retention.

Our Grow insight services:

  • Brand health tracking | Brand equity | Customer Satisfaction | Voice of the Customer | Advertising effectiveness | UX strategy & effectiveness

    Discover how we do it

  • Customer Journey Mapping | Acquisition & retention strategy | Loyalty drivers

    Discover how we do it

Custom crafted by experts

HOW WE DO IT

We blend skilled insight teams, innovative research solutions and creative strategic thinking to uncover and amplify opportunities with every project.

Based in London, with a global network, our experienced collective of creative research consultants, award-winning fieldwork partners, and cutting-edge tech platforms scale to meet each unique insight need.

Quantitative and qualitative. Market research, Audience research and User research. One-off projects and tracking programmes. UK and International. Each of our projects is creatively formed with the best team and insight solutions to meet each unique challenge.

    • Insight communities

    • Diary studies

    • Ethnography

    • User interviews & testing

    • Video surveys

    • Workshops & focus groups

    • Behavioural Science

    • And more…

    Find out more

    • Market surveys

    • User / customer surveys

    • Segmentation modelling

    • Conjoint, MaxDiff, Card sorting

    • Kano & Outcome Driven Innovation

    • Pricing analytics & models

    • And more…

    Find out more

Get in touch
Get in touch

Putting people at the heart of a digital-first world.

We use tech to deliver insights better and faster but our team and the real audiences we research are always the driving force behind each and every project.

OUR APPROACH

Human centred

People — their lives, needs, motivations, behaviours, and experiences — are at the heart of everything we do. We use Design Thinking and Jobs to be Done to help brands truly understand and add value to the people they serve.

Outcome focused

Every project is crafted for action, delivering the inspiration, knowledge, and evidence to create valued products, launch engaging propositions, and grow successful brands.

Seamlessly delivered

Weeks, not months. We blend smart technology with experienced teams to deliver strategic research faster and more cost-effectively - with zero compromise on quality.

Find out more about our approach

Project examples

  • Defining Video streaming Jobs-to-be-Done

    We provided fresh insights into the needs of UK TV & Video users using the Jobs-to-be-Done framework to support the growth of the ITVX streaming service.

  • Free TV audience segmentation

    We surfaced and prioritised the Jobs-to-be-Done driving free TV platform choice, then segmented the audience to give Everyone TV's product, UX and CX teams an empathy-driven foundation for their roadmap.

  • CSAT tracking for a new generation TV platform

    Everyone TV (Freely) We built a multi-phase customer experience programme for Freely, tracking satisfaction, experience gaps and platform loyalty as its user base grew.

  • Ideal Customer Personas

    We helped SmartestEnergy identify its most valuable B2B audiences and build rich buyer personas grounded in real decision-makers' needs, motivations and switching behaviours.

  • Brand Experience tracking for eBike hire company

    We enabled an eBike sharing company to understand and monitor how its brand and communications are performing vs competitors within the competitive London market.

  • Market & Customer segmentation

    We partnered with ITV to develop two integrated segmentation solutions, created to drive product and marketing strategy for its video streaming service, ITVX.

  • Proposition evaluation & development

    Partnering with digital agency AKQA, we helped global automotive brand Ford identify which features and benefits of potential membership propositions would resonate best, across five international markets.

  • Audience segmentation for a workplace charity

    We helped GroceryAid move from a service-led to a needs-led approach, uncovering the needs and barriers to help-seeking among grocery workers facing financial and personal challenges.

  • Informing digital puzzle strategies

    We helped News UK uncover what drives habitual puzzle play, registration and willingness to pay — delivering clear direction for The Sun's puzzles product and monetisation strategy.

  • Informing online radio listening strategies

    We helped talkSport, Virgin Radio and Times Radio identify the forces that influence online and smart device listening behaviour vs. traditional broadcasts.

  • Informing subscriber retention strategies

    We helped DMG Media’s digital news brand i News to identify the factors across product, content, features, communications and UX that would maximise the loyalty of its subscribers.

  • Evaluating Software Brand Experience

    We helped a photography software brand to understand how it was performing in an increasingly competitive international market.

  • Insights to boost EdTech platform subscribers

    We helped innovative EdTech brand Immersify to develop product, marketing and UX strategies to boost platform subscriptions

See more

  • "We were so impressed with their ability to understand our insight requirements and their vast experience. Waveform helped us land an extremely complex project and meet a range of differing stakeholder needs."

  • "Waveform fully understood our brief. The research delivered was high quality and full of actionable insights. It was great to work with the team!"

  • “Waveform helped us understand our market like never before. Super important work and actionable insights delivered at speed, with support all the way."

  • "Waveform's service was second to none. Their attention to detail, expertise and professionalism was like no other. Highly recommended!"

  • "Everything has felt seamless, and the quality of the research has really helped demonstrate the importance of market research to the whole team. The findings provide a crucial jumping-off point for how we’ll develop SportSmart"

  • “The team consistently deliver great research. I can always depend on them to deliver innovative solutions to inform new product areas with useful insights.”

  • “Great way of working with the team and a proactive approach. A great debrief with high-quality slides and good-story telling to bring the data to life and into context.”

  • "They took the time to fully understand our needs. The outcome was incredibly insightful and they came up with a lot of suggestions that we are still implementing!"

Ready to talk?
Start your project today.

Get in touch
Get in touch