Our latest thinking on research solutions, trends and strategic insights from the Waveform team.
Research & Insight thinking…
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.
A new era for Diary Studies: Powerful insights without the pain.
Diary studies have evolved to become one of the most powerful qualitative methods we can deploy as researchers. Yes, they once required significant resources and caused a world of pain to deliver, but those days have passed. It's time to put diary studies centre stage and relish in the depth of insight and empathy they can provide.
10 ways to ensure your online surveys deliver quality data.
Surveys remain an invaluable tool in helping brands understand their audiences and find new opportunities. But as creating online surveys becomes easier there is an increasing danger of poor design and UX leading to bad data. We share 10 tips on how to ensure your surveys deliver good data.
Using Choice Based Conjoint (CBC) to guide go-to-market and retention strategy
Choice-Based-Conjoint (CBC) is a crucial survey analysis method to translate user preferences into a clear plan of action.
Remote Research: The benefits of going digital-first for qualitative research
In this era of unprecedented change, remote research methods are enabling brands to develop closer customer connections and richer knowledge about their audiences.
Exploring the causes of customer churn & how research can help
In this post we take a look at what brands must consider to understand the multifaceted drivers of customer churn. We’ll also outline the research methods that can be used to shape better strategies for building a loyal and valuable customer base…