Our latest thinking on research solutions, trends and strategic insights from the Waveform team.
Research & Insight thinking…
Revisit the headlines from our recent research into digital subscriber churn and what brands can do to improve stickiness.
Revisit the headlines from our research into digital subscriber churn and what brands can do to improve stickiness.
Synthetic Personas vs. Real Personas. For truly human-centred brands the choice is easy.
In the age of generative AI, Synthetic Personas have surged in popularity as a quick, cost-effective way to visualise, bring to life and even engage in research ‘with target audiences’. However, this comes with big risks and can fall short on some of the key reasons why research is commissioned in the first place: Evidence, Empathy and Insight.
In 2025, Consumers Are Less Likely to Act on Gut Instincts alone. What does this mean for brands?
At the start of the 2020s, consumers could rely on their gut to make decisions about brands, purchases, and subscriptions, with minimal risk in most cases. By 2025, however, consumers across many categories are increasingly reluctant to trust their intuition. Discover why and what this means for brands.
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.