Audience & Market Immersion
A foundation for brand growth
Before you can sense your brand’s potential and discover growth opportunities, you need a deep understanding of your audience and their current behaviour and attitudes.
Without this insight you’ll lack the empathy into people’s lives, experiences and desired outcomes to connect and become truly valued. And you will not be able to focus on the best opportunities, know who to target or appreciate your market potential.
Market orientation survey
Audience needs interviews
Jobs-to-be-Done survey
Orientate
Empathise
Potential
Inspiration.
A bedrock of insight
Our Audience Immersion research connects you with the behaviour, needs, and opinions of your target audiences. We give you the insights and empathy you need to create products, services, and marketing aligned to customers and market potential.
1. Market orientation survey
Online survey with your target audience or users to quantify their current awareness, usage, attitudes and profile within your sector.
2. Audience needs interviews
Exploratory video interviews with your target audience or users to uncover their Jobs-to-be-Done, underserved needs and contextual influences.
3. Jobs-to-be-Done survey
Online survey with your target audience or users to quantify their needs and motivations as well as measure how well they are being served.
Discover how our Audience Immersion modules can help you…
1. Market orientation survey (U&A/AAU)
Our market orientation surveys deliver a rich foundation of knowledge and insight about your markets and audiences. Providing you with the data and market context needed to initiate your product strategies.
Profile your target audience. Understand who the current and prospective users of your product or service are. Identify how many people you can reach.
Behaviours and usage insights. What are the relevant category behaviours of your audience? Why, how and how often do they engage with your category?
Map attitudes and perceptions. Discover how they feel about your category, product, service or brand. What are their expectations and aspirations?
Drivers and barriers to use. Uncover the reasons why users engage with your product or category. What are the drivers of trial, use or adoption?
Understand your competitive set. Who is your key competition in the market? What are their relative competitor strengths and weaknesses?
Methods used:
Market surveys
Data analytics
2. Audience needs interviews
Our explorative and generative video interviews will deliver a foundational understanding of audience needs, surface market opportunities and inspire new propositions.
Establish audience goals. Identify users’ Jobs-to-be-Done, and their functional, social and emotional goals.
Find underserved needs. Identify which products or services are used today in relation to audience goals. Identify the gaps that exist in the market.
Build and map empathy. Get closer to your audiences. Discover what they see, hear, say and do as they seek to achieve their goals.
Explore Product-Market Fit. Get an early read on reactions to potential product and service propositions. Get inspiration to refine and improve your ideas.
Methods
Video interviews
Video profile pre-task
3. Jobs-to-be-Done survey
Our Jobs-to-be-Done surveys will quantify the unmet needs of your target audience. Providing an understanding of where the opportunities exist to better support users in achieving their goals and for your brand to grow.
Measure & rank Jobs-to-be-Done. What is the relative importance of different functional, social and emotional goals to your target market?
Quantify unmet needs. Which needs are more likely to be unmet and, therefore, present you with the best opportunity to deliver value to your audience?
Identify and size the audience. Initial indications of size and profile of the target audience that align with a potential product proposition.
Robust profiling. Create profiles of target audience based on their unmet needs, likelihood to use, demographic and technographics.
Methods used:
Market surveys
MaxDiff analytics
Our approach
Audience immersion is a critical first-stage in the product development process, allowing your target audience to be at the centre of the development process from the start. The empathy and insight provided will put you on a strong footing to deliver positive outcomes for your customers and your brand.
Custom designed research
Our services can follow you across a development journey, or you may only need one element. We can interpret your needs and can design a programme specifically for you.
Full-service consultancy
No bloated DIY tech solutions, where you are left to do all the hard work. Our team of insight experts lead the project design, management, analysis and delivery of insights.
Value for money
Our combination of proven frameworks, technology and a remote-research approach allows insight budgets to go further without sacrificing value.
Influence & empathy
Our outputs blend great data visualisation, directional insights and empathy-building outputs to place customers at the centre of product development.
Iterative insight
Our modular tools are designed to provide you with the direction you need, at a speed which causes minimal disruption to your deadlines and milestones.
Insight Activation
Memorable and impactful research outputs are an integral part of our service at Waveform: bringing brands closer to their audiences, inspiring new ideas, providing clarity.
Senior insight consultancy
Engaging & actionable reports
Empathy building outputs
Audience Immersion modules: Summary & Pricing
We offer three core insight Audience Immersion modules. These can be commissioned together or individually depending on your requirements.
Full-service
All of our projects are inclusive of custom project design, project management, analysis, reporting and consultancy.
Adaptable & custom solution
We adapt our modules so they reflect the distinct needs of your market and your brand.
1. Market orientation survey
Online survey with your target audience to quantify awareness, usage, attitudes and profiles:
Method: Online survey via consumer panel and / or via customer email
Core content: Quantitative data and insights into awareness, usage and attitudes of current products, services and brands within your market
No. of participants: From 1,000 consumers in your target market plus option to compare current users
Outputs: Insight report, Excel data tables, Video conference debrief, Online project hub
From £10,000
2. Audience needs interviews
Exploratory video interviews with your target audience to uncover Jobs-to-be-Done, unmet needs and influences:
Method: 60-minute remote contextual inquiry interview & video profiling pre-task
Core content: Insights into Audience needs (Jobs-to-be-Done), Experiences, Pain points, Attitudes
No. of participants: 10+ users in your target market or current users
Outputs: Insight report, Video conference debrief, Online project hub, Optional highlights videos
From £7,500
3. Jobs-to-be-Done survey
Online survey with your target audience to quantify Jobs-to-be-Done, unmet needs and influences:
Method: From 1,000 consumers in your target market (options to add your users)
Core content: Data on Audience needs (Jobs-to-be-Done), Experiences, Pain points, Attitudes
No. of participants: From 1,000 consumers in your target market plus option to compare current users
Outputs: Insight report, Excel data tables, Video conference debrief, Online project hub
From £10,000
Want to find out more? Get in touch today
Tell us a little about you and your needs or share your project brief. We’d love to hear from you.