RESEARCH AND INSIGHT TO

  
Create. Launch. Grow.
What people truly value.

Waveform is an independent market research & insight consultancy. We give brands and organisations the answers, knowledge and empathy needed to spark creativity, craft successful strategies and drive key decisions.

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Enduring success comes from adding value to people’s lives

We uncover and amplify what audiences value most, how they behave and what motivates them, then help brands turn that understanding into more valuable propositions, stronger relationships and lasting growth.

We do this through human-centred qualitative and quantitative research, led by senior insight teams who turn findings into clear inspiration and direction. From first idea to established proposition, we help shape products, experiences and campaigns around a deeper understanding of audiences, creating positive impact for people and meaningful value for brands.

WHO WE HELP

Scale ups. Global brands. Not-for-profits. Consumer & B2B. We support organisations of all types and size.

Digital, Media & Tech

Services & Subscriptions

Retail

Travel & Leisure

Not-for profit

OUR SERVICES

Amplifying value with human-centred strategic research & insight

We give you the audience knowledge to shape better decisions at every stage. Spanning strategy and proposition, product development, growth, marketing and CX/UX.

Navigate markets and build audience empathy to create propositions and brand experiences people truly value.

Create.

Market & Audience Insight

Segmentation & Personas

MARKET & AUDIENCE UNDERSTANDING | NEEDS TERRITORIES & JOBS TO BE DONE |
SEGMENTATION & PERSONAS

Launch.

Shape and test propositions, experiences, strategies and campaigns to ensure a successful go-to-market launch.

Proposition Development

Market & Brand Strategy

CO-CREATION | PROPOSITION TESTING & DEVELOPMENT | GO TO MARKET STRATEGY | PRICING | BRAND, UX & CX STRATEGY

Grow.

Evaluate and enhance brand experience, journeys and communications to grow acquisition and boost engagement.

Brand & Experience Tracking

Growth & Retention

BRAND TRACKING | CSAT TRACKING |
CUSTOMER JOURNEYS |
GROWTH & RETENTION STRATEGY

HOW WE DO IT

Authentic audiences, creative research solutions and smart strategic thinking. All crafted and led by senior insight experts.

Authentic, never synthetic

Real lives, needs and behaviours sit at the heart of every project. This is where great insight and fresh ideas are discovered.

Impact focused

Every project is crafted for action, delivering inspiration, knowledge and evidence that drives positive outcomes.

Seamlessly delivered

Smart tech, proven frameworks, best in class research ops and senior-only teams mean strategic projects in weeks, not months.

Find out more about us and our approach

CASE STUDIES

Examples of our work

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.
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.
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.
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.
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.
Customer Journey Mapping - TV platforms

We helped Everyone TV understand the end-to-end customer journey, from trigger through to in-life experience, using their existing research and data resources.
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.
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, together with clear direction for The Sun's puzzles product and commercial 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 iPaper to identify the factors across product, content, features, communications and UX that would maximise the loyalty of its subscribers.
Insights to boost EdTech platform subscribers

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

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