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 us.

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.

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.​

View some of our recent  case studies

Our 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)

  • 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

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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

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

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.

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.

Delivery team of senior consultants

Action-focused deliverables

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.