Amplifying Value. For people and brands.

Each of our projects is crafted to meet the unique insight challenges of our clients. Discover some recent examples of our transformative work below.

Case studies

Free TV Jobs to be Done &
Audience Segmentation

We helped Everyone TV build a deep understanding of what free TV audiences are really seeking from their viewing experience. Using a blend of exploratory diary research, an online qualitative community and a large-scale survey of free TV viewers, we surfaced and prioritised the Jobs-to-be-Done that drive platform choice - then segmented the audience based on shared outcome priorities. Rich personas brought each segment to life, giving Everyone TV's product, UX and CX teams a shared, empathy-driven foundation for roadmap decisions.

Audience segmentation & journey research for a workplace charity

We partnered with GroceryAid to help the grocery industry charity move from a service-led to a needs-led approach to supporting its audience. Combining qualitative community research with a large-scale segmentation survey, we applied Jobs-to-be-Done and Switching Forces frameworks to uncover the needs, crisis journeys and barriers to help-seeking among grocery workers - delivering audience segments, rich personas and actionable guidance to help GroceryAid reach more people, earlier.

Informing digital strategy

We helped News UK understand how to evolve The Sun's puzzles proposition to grow its audience and boost engagement. Combining an online insight community with a large-scale quantitative survey, we defined key player segments, behaviours and engagement journeys, and applied the Switching Forces model to uncover the drivers of registration and willingness to pay. The result was clear direction for The Sun's Puzzles product, UX and strategy.

Customer Experience tracking for a new generation TV platform

We partnered with Everyone TV to build a robust, multi-phase customer experience programme for Freely, its free-to-air streaming platform, as it scaled its user base and introduced new features. Combining benchmark research, continuous CSAT tracking and customer journey mapping, we built a programme around the outcomes Freely users are seeking and the experience factors that drive platform choice and loyalty. Findings directly inform Freely's product and CX roadmap.

Ideal Customer Personas

We helped SmartestEnergy, a large B2B renewable energy supplier, develop deeper insight into its most valuable business audiences to sharpen its marketing and sales strategies. Combining stakeholder surveys, a B2B survey with customers and prospects, with in-depth qualitative interviews, we defined Ideal Customer Profiles and built rich energy Buyer Personas grounded in real decision-makers' needs, motivations and supplier switching behaviours.

TV 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. Our solution blended a customer-centric lens, using Jobs-to-be-Done data, with a commercial-based solution based on customer value. In-depth Personas were created from immersive qualitative research with the segments to build empathy and provide actionability.

Informing online radio listening strategies

We delivered an integrated qual and quant project to help News broadcasting identify the forces that are most likely to either encourage or act as barriers to listening online / via smart devices to its radio and podcast content from TalkSport, Virgin Radio and Times Radio.

Market orientation tracking for eBike hire

We enabled a London-based eBike sharing scheme to understand and monitor how its brand is performing vs competitors within the market. Robust representative surveys provide insight into brand familiarity, consideration, relative strengths and the appeal of future propositions and creative.

App Growth Strategy

We helped Podium Analytics, a charity dedicated to reducing the incidence and impact of injuries in sport, identify how to develop their SportSmart app to better meet the health, well-being and injury needs of youth sports coaches. Through a qualitative community of coaches and a robust online survey, we uncovered the key Jobs-to-be-Done, Switching Forces, rich audience Personas and actionable feedback that will guide SportSmart’s growth strategy.

Video streaming Jobs-to-be-Done

To help grow the audience and usage of ITV’s video streaming service ITVX, we provided fresh insights into the needs of UK TV & Video users. Combining the Jobs-to-be-Done framework with a creative blend of diary studies, online qual, robust surveys and analytics, we surfaced, prioritised and brought to life the outcomes audiences desire when choosing TV or video services.

Membership proposition testing

Partnering with its 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. Using a monadic survey approach combined with tech enhanced diagnostics we delivered provide robust and insightful data to inform proposition development.

App experience & strategy

We helped EdTech brand Immersify to understand the barriers and drivers to app subscriptions. We set-up a qualitative trial community to replicate and explore user journeys, product and UX and then combined this with a robust survey of dentistry students to explore commercial strategies.

Subscriber loyalty strategies

We helped DMG Media’s digital news brand i Paper to identify the factors that would maximise the loyalty of its subscribers. Delivering a robust survey we explored the content, features and incentives that would be most likely to maximise the value delivered to readers and increase the likelihood of renewing subscriptions.

Brand performance for Photography software

We helped a photography software brand to understand how it was performing in an increasingly competitive market. A multi-country survey, with a niche audience of photography professionals, was used to assess familiarity and sentiment towards the brand vs. competitors and test the appeal of updated propositions and messages.

  • "We were so impressed with their ability to understand our insight requirements and their vast experience. Waveform helped us land an extremely complex project and meet a range of differing stakeholder needs."

    ITV

  • "Waveform fully understood our brief. The research delivered was high quality and full of actionable insights. It was great to work with the team!"

    News Broadcasting

  • “Waveform helped us understand our market like never before. Super important work and actionable insights delivered at speed, with support all the way."

    Forest

  • "Waveform's service was second to none. Their attention to detail, expertise and professionalism was like no other. Highly recommended!"

    AKQA

  • “The team consistently deliver great research. I can always depend on them to deliver innovative solutions to inform new product areas with useful insights. ”

    Hive (Centrica)

  • “Great way of working with the team and a proactive approach. A great debrief with high-quality slides and good-story telling to bring the data to life and into context. ”

    Opia

  • "They took the time to fully understand our needs. The outcome was incredibly insightful and they came up with a lot of suggestions that we are still implementing! "

    Immersify

  • "Everything has felt seamless, and the quality of the research and report have really helped demonstrate the importance of market research to the whole team. The findings provide a crucial jumping-off point for how we’ll develop SportSmart, which I’m excited to keep building on!"

    SportSmart (Podium Analytics)

Want to amplify opportunities for your brand?

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