We are Waveform.

An independent research and insight consultancy based in London — built specifically for brands creating, launching and growing digital-first, media and tech products and services.

About Waveform Insight.

Person wearing a black T-shirt using a smartphone against a white background.
Blurred abstract background with dotted swirl pattern in shades of teal, gray, and red.

Founded in 2022, we've assembled a flexible insight collective: highly experienced research consultants, outcome-focused strategic frameworks, and specialist ResearchOps and creative tech partners. It's a model designed to move faster, think harder, and go further than traditional research agencies.

Our team brings together senior insight experience from leading MR agencies, boutique consultancies, tech giants and digital-first brands. We know how research works — and more importantly, how to make it work for you.

  • Human-centred.

    We help brands succeed by bringing them closer to the authentic lives, goals and experiences of the ‘people behind the screens’.

  • Outcome-focused.

    We craft impactful insight projects that help our clients act: fuelling innovation, shape successful strategies and enhancing experiences.

  • Bridging research silos.

    Market Research, Audience Insight, UX and Design Research, Data Analytics, and Behavioural Insight — we draw on all of these disciplines to create meaningful value.

  • Deep Experience.

    Every Waveform project is led by a senior insight specialist with 10+ years experience. No juniors. No handoffs. Just experienced people doing the work.

Who we help.

Our team has 20+ years experience in the market, audience and user research space…

Start-ups, blue-chips, media giants, leading retailers, tech brands, non-profits and more. Our team has supported an amazing array of brands both at Waveform and in previous insight leadership roles.​

View some of our recent  case studies

  • ITV logo in white letters on a black background

  • The logo of Freely, a white stylized Wi-Fi symbol above the word 'Freely' on a black background.

  • Logo with the words 'News Broadcasting' in stylized fonts.

  • Ford logo in white on a black background.

  • Grocery AID logo with the text 'GROCERY' in white and 'AID' in black and white, on a black background.

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

  • A logo with the text "Coca-Cola" in white cursive font on a black background.

  • Logo of TV Everyone, featuring the word 'everyone' in white rounded letters and a speech bubble with 'TV' inside.

  • The image displays a black background with the logo of the Environmental Protection Agency (EPA) and the text 'EPA' in white.

  • Virginia Radio logo featuring a star with the word 'Virginia' written across it and the word 'RADIO' underneath.

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

  • Logo for 'The Paper' with stylized 'i' resembling a rolled piece of paper.

  • The logo of Times Radio with white text on a black background.

  • White text that reads '+talkSPORT' on a black background.

  • Text on a black background that reads "CAPTURE ONE" with a white circle echoing the letter "O" in "ONE".

  • Logo with the text 'News UK' in white on a black background.

  • Black background with white text that says "Sport Smart".

Our research methods

Market research or user research. Qual or quant. Primary or secondary. We're method-agnostic by design, always led by the best solution to each unique insight challenge.

Find out more about some of our research methods

Research Methods (scroll for more)

  • A person holding a smartphone displaying a music streaming service survey with options for Spotify, Apple Music, Tidal, YouTube, Sounds, and Amazon Music, seated at a wooden table.

    Market & Customer Surveys

    Gather the robust data needed to inform and validate the big decisions. Consumers or businesses, UK or International, we can deliver actionable surveys and authentic participants to match most needs. Find out more

  • A woman with glasses is smiling and looking at her phone while sitting at a kitchen counter. There is a snake plant in a white pot and an orange mug on the table in front of her.

    Insight Communities

    The modern (better) alternative to Focus Groups. An all in one innovative enhanced research solution for exploratory, generative and evaluative research via qualitative video diaries, discussions, interviews, surveys, reviews and much more.

  • A man is sitting in front of a computer monitor, engaged in a video call with a woman who is smiling and gesturing. The setting appears to be a cozy, modern office or home workspace with exposed brick walls and natural light coming through a window.

    User Interviews

    In-depth Interviews for the digital-first age. Explorative video interviews build rich understanding and empathy with peoples’ goals, needs, mindsets and journeys.

  • Ethnographic Diary Studies

    Get closer to people’s real lives and experiences. Innovative mobile-first diaries gather authentic and fresh context rich insights via video, photos, text posts and surveys.

  • Close-up of a person using a laptop, focusing on their hands typing on the keyboard.

    Data Analytics & Science

    Turning survey and customer data into tools that drive strategy. Advanced analytic methods include: Segmentation, Conjoint, MaxDiff, Kano, Drivers, TURF, Van Westendorp, Gabor Granger and more.

  • A woman wearing a yellow sweater is sitting at a table with her hands gesturing, smiling, in a modern interior with shelves and a TV in the background. The photo appears to be recorded with a camera overlay marked 'REC'.

    Qual Video Surveys

    Agile and cost effective qual research conducted at scale. AI enhanced video surveys gather qualitative feedback from audiences quickly and efficiently - from empathy rich Q&As to timely feedback on your latest ideas.

  • A person with glasses and short hair is on a video call, holding a phone to his ear while looking at a tablet on a desk.

    User Testing

    Explore brand User Experiences and customers’ digital journeys. Remote or in-person user-testing, either moderated or unmoderated, provides invaluable feedback and guidance that can shape UX that adds value for users.

  • Secondary Research

    Unearth valuable insights from existing research and data. Our methods include Insight synthesis, Competitor reviews, Social Media listening, Market trends and more.

  • Several people gather around a table covered with sheets of paper and printed material, with one person writing with a pen on a document.

    Behavioural Science

    Discover the forces behind consumer decisions and how to create positive behaviour change. We can blend the latest thinking in Behavioural Science, Semiotics and Psychology into our projects via our specialist consultants.

  • A diverse group of people listening to a speaker with a short hairstyle in a brown shirt in a bright, brick-walled room. Some individuals have raised hands.

    Generative Workshops

    Research that does more than report back. We use generative workshops to combine audience or stakeholder input with live strategic thinking - turning insight into direction in a single session.

Our approach

We lay strong foundations for every project, equipping the brands we support with the confidence needed to make the best decisions…

Focused on Outcomes

A woman with short dark hair wearing a floral cardigan and holding a smartphone, smiling gently while looking down at her phone.
Colorful abstract digital background with dotted spiral pattern in shades of blue, pink, and orange.

Providing clarity and direction from data

Our mission is to help brands align product and marketing strategies with the needs of their audience to deliver tangible benefits for all. We have a commercial and outcome-based focus to ensure our insight projects help boost brand value.

Close-up of a white surface with thin, curved red lines

Rooted in
Jobs-to-be-Done

Close-up of a white circular surface with thin, red, evenly spaced lines forming a pattern.

Aligned to product & design frameworks

Close-up of a white spherical object with red curved lines.

Iterative and agile approach

Insight with integrity

Four young adults standing side by side, smiling and looking at their smartphones.
A person wearing smart glasses and headphones, looking at a transparent digital screen with a city skyline, digitally overlaid with data and charts.

Strong foundations for quality research data

Trust in data is vital for making the right call on the big decisions. We fight against the threats to data integrity that have become widespread. We pursue quality from start to finish, ensuring our clients are always informed by robust, reliable and unbiased data.

Close-up of a white spherical surface with thin, curved red lines.

Engaging & unbiased
research experiences

Close-up of a circular pattern with red concentric lines on a white background.

Participant Diversity,
Equity & Inclusion

Close-up of a circular object with red parallel lines on a white background.

Verified participants,
fairly rewarded

Enhanced with tech

A woman with curly hair smiling while looking at her smartphone on a tripod.
Gradient background with small dotted patterns arranged in circular, swirling patterns.

We use tech to get closer to people and the truth

The ResTech solutions we use make it easier to place more customers at the centre of decision-making and pinpoint the moments of truth that classic methods will often miss. It enables us to be in more places, with more people, at any time. It helps us get closer and be more inclusive. It helps overcome bias.

And, it makes research more accessible for more brands - better alignment with the time-scales, budgets and working practices of today’s digital-first teams.

Close-up of a white surface with red curved line patterns inside a circular frame.

Customer-centred solutions

Close-up of a circular design with red parallel lines on a white background

Authentic and
In-the-moment

White circle with red diagonal lines.

Agile and
cost-effective

Delivered with Impact

Two young people, a woman and a man, standing close together and looking at their phones. The woman has dark hair and is wearing a light-colored sweatshirt. The man is wearing a knit beanie, a gray sweatshirt, and has headphones around his neck.
A gray background with red and white dotted spiral pattern.

Building empathy, providing inspiration.

Memorable and impactful research outputs are an integral part of our approach. Our research delivery brings together strategic clarity, empathy building and creative flair to ensure our work has a positive impact.

Close-up of a circular section with fine, evenly spaced red horizontal lines on a white background.

Delivery team of senior consultants

Close-up image of a white, circular object with thin, curved red lines across its surface.

Action-focused deliverables

Close-up of a white spherical surface with red curved lines.

Empathy-enhanced data & insight

Want to amplify opportunities for your brand?

Have a project to discuss? Want to know more about our services? We’d love to hear from you.