Insights, solutions & research thinking from the Waveform research team
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Why System Two thinking remains crucial to brand growth strategies today.
System One thinking has had its moment—and for good reason. It simplifies decision-making, drives habitual choices, and optimises quick wins. But for products and services that matter, where costs are significant and the consumer’s journey goes beyond minutes, System Two thinking remains essential.
Navigating by the North Star: The Power of a Single Metric
Revenue, churn rate, customer acquisition cost, website traffic – the list goes on and on. While each metric offers valuable insights, focusing on too many can dilute your efforts and obscure the true measure of success. This is where the concept of a North Star Metric comes in.
Using Jobs to be Done to focus on True Competitors
Traditional competitor analysis often focuses on companies offering similar products or services. However, JTBD challenges this approach by suggesting we look beyond the obvious. By understanding the "job" customers are trying to accomplish, we can identify a wider range of alternatives they might consider.
Category Entry Points vs. Jobs to Be Done: Which is Right for Tracking Your Brand’s Performance?
Category Entry Points (CEPs) has quickly become the go-to theory underpinning much of today’s thinking and research on brand growth. But brands should stop and reflect on whether it’s actually the right framework for their category. We take a look at categories where CEPs can be incredibly effective but also those where an alternative approach, based around the Jobs to Be Done (JTBD) may be the better solution.