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Research that amplifies value

Create, launch and grow valued brands, products & services - with authentic audience insight and smart strategic thinking.

Human-centred Research.
Outcome-focused Insights.

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Woman using mobile phone for research

Waveform is an independent research and insights consultancy. We provide brands with the answers, insights and empathy needed to fuel creativity, shape smarter strategies and craft more meaningful experiences.

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

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.

Supporting ambitious brands

WHO WE HELP

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subscriptions

Digital, Media,
Tech & Telecoms

Services &
Subscriptions

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airplane_ticket

Retail &
Consumer

Travel &
Leisure

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Public sector
& Not-for-profit

News UK Freely ITVX SmartestEnergy Ford GroceryAid Forest Everyone TV i Paper AKQA talkSPORT Opia Times Radio Capture One Virgin Radio SportSmart ITVX News UK Freely SmartestEnergy Ford GroceryAid Forest Everyone TV i Paper AKQA talkSPORT Opia Times Radio Capture One Virgin Radio SportSmart

OUR SERVICES

Amplifying value with strategic insight

Enduring brand success comes from adding value to people’s lives.
We reveal what audiences value most and how this knowledge can be used to win and keep them.

WE HELP BRANDS…

Market Research to create - man using mobile

Create.

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

Our Create insight services:

Launch

WE HELP BRANDS…

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Market research to launch - woman using laptop

Shape 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

    Our approach to proposition research

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

    Our approach to launch strategy research

Grow.

WE HELP BRANDS…

Market research to grow - man using remote
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Abstract background with a gradient of dark teal fading into coral pink, featuring a pattern of small white dots arranged in concentric circles.

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

Our Grow insight services:

Custom crafted by experts

HOW WE DO IT

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Market research methods - woman using mobile

We blend senior insight teams, innovative research solutions and smart 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 operations 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. All of our projects are designed and led by highly experienced Insight Directors who collaborate and consult throughout - no juniors, no AI hand-offs.

    • Insight communities

    • Diary studies

    • Ethnography

    • User interviews & testing

    • Video surveys

    • Workshops & focus groups

    • Behavioural Science

    • And more…

    Our qualitative research services

    • Market surveys

    • User / customer surveys

    • Segmentation modelling

    • Conjoint, MaxDiff, Card sorting

    • Kano & Outcome Driven Innovation

    • Pricing analytics & models

    • And more…

    Our quantitative research services

Get in touch

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

Our experienced team and the real audiences we research are the driving force behind every project. Tech helps us get closer to audiences, deliver impactful insights faster and for less.

OUR APPROACH

People centred

Real lives, needs, motivations, behaviours, and experiences are at the heart of everything we do. We use human-centred frameworks, like Jobs to be Done, to help brands truly understand how to deliver for the people they serve.

Impact focused

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

Creatively delivered

We blend smart technology with experienced teams to deliver strategic research faster and more cost-effectively - with zero compromise on quality. Projects are senior led and designed to deliver impact in weeks, not months.

Find out more about our approach

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Project examples

  • Couple watching TV

    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.

  • Man looking at laptop in factory

    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.

  • Friends watching TV

    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.

  • Woman watching streaming on tablet

    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.

  • Couple watching TV

    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.

  • A woman with red hair and a man with dark curly hair sitting on a beige couch in a cozy living room, watching TV. The woman is holding a cup and gesturing while speaking, and the man appears relaxed. There are plants and warm lighting in the background.

    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.

  • Hands on steering wheel in car

    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.

  • Grocery worker stacking baskets

    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.

  • Young woman renting an eBike

    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.

  • Young woman using a mobile phone

    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.

  • Man listening to music on mobile

    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.

  • Man looking at mobile on a coffee break

    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.

  • Students both using mobile phones

    Insights to boost EdTech platform subscribers

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

  • Man looking at camera next to a laptop

    Evaluating Software Brand Experience

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

More research case studies
  • ITVX logo in white text on a black background.

    "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."

  • Grocery AID logo in black and white.

    "Waveform provided us with a rich seam of insights we're using to reshape our proposition, restructure our website, and feed into our comms and media strategies. They were a pleasure to work with, and I wouldn't hesitate to recommend them."

  • The word 'forest' written in white on a black background.

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

  • News Broadcasting logo in black and white with stylized text reading "News Broadcasting."

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

  • Black background with bold white text reading "Sport Smart."

    "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 word "AKQA" in white text on a black background.

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

  • Black background with the white text 'OPIA' in the center.

    “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.”

  • Logo with a stylized black eagle and the text 'Oregon State University' in black.

    "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!"

  • Logo with a stylized honeycomb design and the word 'HIVE' in white capital letters on a black background.

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

Ready to talk?
Start your project today.

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