Outcome-focused Research and Insight

  
  Create. Launch. Grow.
  Something truly valuable.

Waveform is a strategic market research and insight consultancy. We help brands create, launch and grow valuable products, services and experiences. Our research sparks creativity, strengthens strategy and gives teams the confidence to make big decisions.

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Enduring success comes from adding value to people’s lives

We uncover what audiences value most, what shapes their behaviour and choices, and how brands can better meet their needs. We turn this understanding into more compelling propositions, stronger relationships and experiences that drive growth.

Through creative, human-centred qualitative and quantitative research, our senior insight teams translate findings into clear, actionable direction. From early ideas to established brands and products, we provide the understanding needed to make better decisions and create lasting value.

Who we help

We work with ambitious organisations at every stage: Scale-ups. Global brands. Not-for-profits. Consumer and B2B.

Our strength is in helping brands and organisations understand audiences across digital and multichannel journeys and categories, both online and in real life. Our work spans strategy and propositions, product development, marketing and brand, growth and CX/UX.

Digital, Media & Tech

Services & Subscriptions

Retail

Travel & Leisure

Not-for profit

Our services

Impactful insights aren't confined to a single research discipline. Neither are we.

We draw on market research, UX research, audience insight and behavioural thinking to build a richer understanding of what people value, how they think and why they act.
All to help brands make better decisions.

How we do it

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

Empathetic, not synthetic

Great insight and ideas start with real people. We put genuine experiences, needs and behaviours at the heart of every project, bringing fresh human understanding to the ideas and decisions that will help you stand out.

Outcome-focused

We're here to make insight matter. We bring experience, curiosity and fresh thinking to every project, going beyond research findings to deliver the inspiration, knowledge and evidence that drive meaningful change.

Seamlessly delivered

Great research shouldn't take forever or cost the earth. We combine smart tech, proven approaches and hands-on senior expertise to deliver the answers and insights you need in weeks, not months.

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

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