Create. Launch. Grow.
Things people truly value.
RESEARCH & INSIGHT TO AMPLIFY VALUE
Waveform is an independent research & insight consultancy. We give brands the answers, insights and empathy needed to fuel creativity, shape smarter strategies and craft meaningful experiences.
We use research and insight to help organisations humanise digital, helping them create more relevant propositions, stronger audience relationships and lasting growth.
We make that happen through custom qual and quant research, aligned to human-centred strategy and delivered with real, actionable empathy. From first idea to established proposition, our custom research projects help shape valued propositions, products, experiences and campaigns.
Scale ups. Global brands. Not-for-profits. Consumer & B2B. We support organisations of all types and size.
WHO WE HELP
Services & Subscriptions
Digital, Media & Tech
Retail
Travel & Leisure
Not-for profit
Amplifying value with human-centred strategic research & insight
OUR SERVICES
One partner, across the journey — Create, Launch and Grow.
Discover our full-service research projects…
Create.
MARKET & AUDIENCE UNDERSTANDING |
CUSTOMER NEEDS & JOBS TO BE DONE |
SEGMENTATION & PERSONAS
RESEARCH AND INSIGHT TO…
Navigate markets and build audience empathy to create propositions and brand experiences people truly value.
Launch.
PROPOSITION TESTING & DEVELOPMENT |
USER TESTING | PRICING & GO TO MARKET STRATEGY
RESEARCH AND INSIGHT TO…
Shape and test propositions, experiences, strategies and campaigns to ensure a successful launch.
Grow.
BRAND EXPERIENCE & CSAT TRACKING |
CUSTOMER JOURNEY OPTIMISATION |
GROWTH & RETENTION STRATEGY
RESEARCH AND INSIGHT TO…
Evaluate and enhance brand experience, journeys and communications to grow acquisition and retention.
Authentic audiences, creative research solutions and smart strategic thinking. All crafted and led by experienced Insight Directors.
HOW WE DO IT
Humanising digital
Real lives, needs and behaviours sit at the heart of every project. We always choose authentic over synthetic.
Impact focused
Every project is crafted for action, delivering inspiration, knowledge and evidence that drives positive results.
Seamlessly delivered
Smart tech, proven frameworks and experienced teams mean strategic research in weeks, not months.
OUR RESEARCH METHODS: MARKET & USER SURVEYS | ANALYTICS (SEGMENTATION, CONJOINT, MAXDIFF, KANO, PRICING) |
INSIGHT COMMUNITIES | DIARY STUDIES | ETHNOGRAPHY | USER INTERVIEWS & TESTING | WORKSHOPS & FOCUS GROUPS
CASE STUDIES
Examples of our work
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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.
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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.
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Free TV 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.
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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.
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CSAT tracking for a new generation TV platform
Everyone TV (Freely) We built a multi-phase customer experience programme for Freely, tracking satisfaction, experience gaps and platform loyalty as its user base grew.
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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.
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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.
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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.
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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.
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Informing digital puzzle strategies
We helped News UK uncover what drives habitual puzzle play, registration and willingness to pay — delivering clear direction for The Sun's puzzles product and monetisation strategy.
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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.
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Informing subscriber retention strategies
We helped DMG Media’s digital news brand i News to identify the factors across product, content, features, communications and UX that would maximise the loyalty of its subscribers.
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Insights to boost EdTech platform subscribers
We helped innovative EdTech brand Immersify to develop product, marketing and UX strategies to boost platform subscriptions
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Evaluating Software Brand Experience
We helped a photography software brand to understand how it was performing in an increasingly competitive international market.
WHAT OUR CLIENTS SAY
