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.‍ ‍

Clock showing 6:00

Research case studies

Four people sitting on a couch in a living room watching TV, with pizza and blue cups on the table in front of them. They are smiling and appear to be enjoying a show or game.

Free TV Jobs to be Done &
Audience Segmentation

The logo for Freely with a black background, white text, and graphic elements resembling a Wi-Fi signal or waves.

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.

A woman shopping in a store, reaching for a green item on a display shelf.

Audience segmentation & journeys for a charity

GroceryAid logo in black and white with the words 'Grocery Aid' in bold, uppercase letters.

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.

Young woman with curly hair smiling while looking at her phone, sitting near a window with sunlight and trees outside.

Informing digital strategy with
qual and quant research

Black background with white text that says "News UK"

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.

A woman and a man sitting on a beige couch, relaxed, with the woman holding a mug and gesturing with her hand, and the man looking at a remote, in a cozy, modern living room with warm lighting and decorative plants.

Customer Experience tracking for a new gen TV platform

White logo with a stylized Wi-Fi symbol and the word 'Freely' on a black background.

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.

Two professionals, a woman with blonde hair holding a clipboard and a man with a beard working on a laptop, in a warehouse or library setting.

Ideal Customer Personas research

A distorted or corrupted black and white image with illegible text.

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.

A young man with glasses and a beard, wearing a red shirt, and a young girl with curly hair, wearing a white shirt, sitting on a couch, smiling and looking at a phone. A potted plant is in the foreground on the left.

TV market & customer segmentation research

ITV logo in white text on a black background.

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.

A man with glasses and a beard, wearing a checkered shirt and khaki pants, is sitting on a black chair, looking at his phone. He has pink headphones on and is seated against a plain, light-colored wall. There is a wooden table with several smartphones on it in the foreground.

Informing online radio listening strategies

News Broadcasting logo with the words 'News' in script font and 'Broadcasting' in capital letters below.

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.

Row of parked bicycles with black seats and handlebars, some with red accents, parked outdoors on a sidewalk.

Market orientation tracking for eBike hire

The word 'forest' in white lowercase letters on a black background.

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.

Two men standing outdoors on a track field, looking at a phone together. One man has dark skin and curly hair, wearing a blue shirt. The other man has light skin, a beard, a white hat, and a dark jacket. In the background, there are trees and a small building.

App growth strategy research

White text that reads 'Sport Smart' on a black background.

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.

A woman with long brown hair tied back, wearing a denim jacket and a yellow striped shirt, sitting indoors and using a tablet. The background is softly blurred with sunlight filtering through windows.

Video streaming Jobs-to-be-Done research

ITVX logo in white text on black background.

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.

The image shows the interior of a car cruising on a highway during sunset. A person’s arm is on the steering wheel, and a GPS device is visible on the dashboard. The rearview mirror reflects a partial view of the person’s face and eye.

Membership proposition testing research

Ford logo with white script inside an oval on a black background.

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.

Two young adults, a man and a woman, standing near a white wall in a well-lit space, looking at their smartphones and smiling.

App experience & growth strategy research

Immersify logo with a stylized square outline and the word 'immersify' in lowercase letters

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.

A person in a blue blazer and jeans using a smartphone, with a white ceramic mug on a saucer on the table nearby.

Subscriber satisfaction & loyalty strategy research

dmg::media logo with white text on black background

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.

A young man with glasses and brown hair, sitting on a black leather couch, is looking at a camera in his hands. There is a silver laptop open on the table in front of him, and a computer monitor behind him. The setting appears to be a modern indoor space with framed pictures on the dark wall in the background.

Brand performance & equity research

Black background with white text reading "CAPTURE ONE," with the number one replaced by a white circle.

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.