We are Waveform.

An independent research consultancy based in London, UK. Our work helps brands to discover and harness new opportunities to add value for audiences and their business in a digital-first world.

About us.

From our hub in the heart of London, we’ve built a flexible insight collective that brings together experienced research consultants, outcome-focused strategic frameworks, award-winning ResearchOps partners, and creative tech and AI solutions. Together, we offer a fresh take on research—designed for today’s digital-first world.

We founded Waveform in 2022, but our leadership team has worked together for over a decade - from scale-ups to digital giants, blue chip brands to charities, we’ve supported them all with valuable insights to add value to their offer.

With backgrounds spanning senior insight roles in leading MR agencies, boutique consultancies, tech giants, and digital-first brands, we know research inside out—but more importantly, we know how to turn insight into impact.

  • 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 all of these disciplines to create meaningful value.

  • Streamlined & supercharged.

    Creative application of tech & AI to speed up and lower the cost of research, without compromising on insight or quality.

Discover more about us, our capabilities and experience.

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: Amazon, BBC, BT, Cancer Research UK, CD Projekt Red, Centrica Connected Homes, Channel 4, Currys, Deutsche Telekom, eDreams, Experian, Flutter Group, Google, iNews, ITV, News UK, TalkTalk and many more.​

View some of our recent  case studies

Our methods

Market research or User research. Qual or quant. Ad-hoc or tracking. We blend the best solutions, skills and people to answer each specific insight challenge.

Find out more about our research methods

Research Methods (scroll for more)

  • 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

  • Online Insight Sprints

    The modern (better) alternative to Focus Groups. Discover rich and authentic insights via qualitative diaries, discussions, interviews, surveys, reviews and much more. An all in one innovative AI enhanced research solution.

  • Remote 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. With AI transcriptions.

  • 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.

  • 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.

  • 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.

  • Remote User Testing

    Explore brand User Experiences and customers’ digital journeys. Remote 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.

  • 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 network or specialists.

Our approach

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

Insight with integrity

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.

Engaging & unbiased
research experiences

Participant Diversity,
Equity & Inclusion

Verified participants,
fairly rewarded

Enhanced with tech

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.

Customer-centred solutions

Authentic and
In-the-moment

Agile and
cost-effective

Delivered with Impact

Building empathy, providing inspiration. With creative flair.

Memorable and impactful research outputs are an integral part of our approach. Our research brings brands closer to their audiences - inspiring new ideas, providing clarity and creating a customer focused mindset across product, marketing and leadership teams.

Delivery team of senior consultants

Action-focused deliverables

Empathy-enhanced data & insight

Focused on Outcomes

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.

Rooted in
Jobs-to-be-Done

Aligned to product & design frameworks

Iterative and agile approach

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.