Informing Market & Brand Strategy

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Research to test, inform and build Go-to-Market strategies that resonate with customers

We use sophisticated choice-based models and pricing analytics to assist brands in the shaping of valuable market strategies that are aligned with customer needs and expectations.

From price and package optimisation to acquisition initiatives, our toolkit puts potential users at the heart of Go-to-Market strategy. By replicating different market scenarios and modelling the outcomes, we help brands de-risk the big pre-launch decisions.

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Great value propositions can fail at the last hurdle if Go-to-Market strategies do not compel customers to act. Research can remove this risk.

Without evidence, making the big calls on Go-to-Market strategy is both difficult and risky. Robust consumer research, based on testing and modelling of different scenarios, can deliver the foresight needed to get it right first time.

Waveform delivers trusted and insightful data to brands so they can launch with confidence. This is derived from a combination of large authentic samples of target consumers, choice-based exercises that replicate real-world decision-making, and analytical approaches that simulate potential outcomes.

Read on to discover our market strategy research services

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1. Choice modelling

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We use advanced choice-modelling and testing frameworks to help brands understand consumer decision-making and how to maximise appeal.

We adapt and deploy sophisticated research and analytics to match each brand’s requirements. This could be helping identify the optimal mix of product features to launch, or advising on how to devise a compelling tiered range of services that entice users to trade up not down.

Our methods, frameworks and insight consultancy distil the complexities of consumer choices into clear insights and learnings to guide market strategy.

MaxDiff scaling

We reveal the relative importance of proposition benefits and features to consumers’ choices using this partially-implicit prioritisation technique.

Choice-based conjoint

We use CBC Conjoint to help brands to build the optimal version of their value propositions by replicating choice scenarios, spanning features, price and articulation.

Advanced conjoint

For more complex scenarios, where propositions adjust dynamically to consumer needs and choices, Adaptive and Menu-based conjoint replicate true to life choices.

Monadic testing

A/B testing alternate propositions with matched consumer samples provides confidence when deciding between a small number of potential routes to market.

Research solutions used:

  • Advanced survey analytics

  • Market and customer surveys

  • Choice models & simulations

2. Pricing Research

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Pricing from the perspective of your audience as well as your accountants. Our toolkit reveals the points at which price aligns with, undercuts or exceeds the value delivered to consumers.

We combine robust quantitative surveys with a suite of proven pricing analysis techniques to test prices, discover optimal revenue points and predict demand.

Van Westendorp PSM

Utilising the Price Sensitivity Meter we can uncover what a target audience perceives is a suitable price for your product or service. Neither unaffordable or suspiciously cheap.

Gabor Granger

We help you understand the price elasticity of your product or service - modelling whether demand changes in accordance with movements in price.

Brand Price Trade-off

Using the BPTO method we can examine the interaction of other factors alongside price. What are the interactions between brand and price vs. competitors, including any brand equity premiums.

Choice-Based Conjoint

Choice-based Conjoint (CBC) can be used to look at the positioning of products holistically to align price with product features, benefits and contract periods.

Research solutions used:

  • Market and customer surveys

  • Advanced pricing analytics

  • Demand & revenue models

3. Test & trial communities

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Our Go-to-market communities provide the data and feedback needed to ensure brands are ready to launch with compelling communications and a great value-boosting experience.

Our ‘pop-up’ trial communities run from days to months. They power an in-depth review of designs, products and experiences. Putting users at the centre of planning, development and decision-making. Assessing readiness across journeys, touchpoints and channels.

Usage immersion

Understand how, where and why audiences use a product or service with in-the-moment quantitative and qualitative feedback.

Test against needs

Assess effectiveness vs. users’ Jobs-to-be-Done, how satisfied they are with different factors and if they would they recommend the brand.

Find experience gaps 

Discover and close experience gaps (compared to needs, expectations, competitors). Find opportunities to optimize the offering to add more value.

Iterate and enhance

Task users with trying out new releases and features, and gather feedback. Update and test again to enhance experiences.

Research solutions used:

  • Usage diaries & Q&As

  • Surveys & feedback forms

  • Screen-recording

Delivered for impact.

We create smart surveys that replicate real consumer choices. We deliver intuitive and insightful data. We discover and amplify brand opportunities.

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Dependable data

Rigorous sampling and data authentication on all surveys

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Full-service not DIY

Added value at every step from our experienced insight team.

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Actionable analytics

Frameworks and models to ensure data provides clear direction.

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Tech enhanced

Fusing tech and AI with smart thinking to deliver greater value. 

Ready to amplify the value of your brand.

Have a project to discuss? Want to know more about our services? We’d love to hear from you.

Get in touch