Research to Create, Launch & Grow great things.

We provide forward-thinking research services that amplify opportunities to deliver enduring products, services, content and communications. Creating more value for brands and the people that use them.

Our work inspires, brings clarity and sharpens thinking at every stage of the product and brand creation journey.

Research. Insight. Strategy

We blend the best research solutions, skills and strategic frameworks to answer each distinct insight challenge.

Whether your research needs are in Product strategy, Experience Design, User Experience or Marketing optimisation, we help place audiences and your customers at the heart of your brand’s growth.

Market
Research

Audience
Insight

Brand & CX
tracking

User
research

Insight
strategy

Data
analytics

Our services

From Creation to Growth. Each of our projects is crafted to provide the knowledge that brands need to boost customer value and enhance strategies…

Create

01

Identify your market.
Build empathy.
Spark new ideas.

Explorative research to surface market opportunities, build empathy with your audience and spark ideas. 

Market orientation

Gain insight into your market, build knowledge of your audience and the brands they use. Including behaviours, brand usage, attitudes, problem spaces & profiling.

  • Fresh audience insight

  • Understand your competition

More

Needs identification

Discover and quantify the functional, emotional and social Jobs-to-be-Done that audiences seek. Including identification of any underserved needs and contextual influences.

  • Identify new opportunities

  • Surface underserved needs

More

Personas and journeys

Inspiring personas, archetypes, customer journeys and stories based on audiences and their needs. Including Jobs-to-be-Done, channels, influences and emotions.

  • Build empathy with audiences

  • Find opportunities to add value

More

Launch

02

Shape winning propositions.
Target your audience.
Drive market strategies.

Research and analytics to find your audience, create valued propositions and shape successful go-to-market strategies.

Segmentation

Understand and unlock audience segments based on their common Jobs-to-be-Done and market potential. Including identification of underserved needs, and value proposition alignment.

  • Segment activation strategy

  • Segmentation profiling toolkit

More

Proposition development

Put your audience at the heart of your product and brand innovation process with iterative and agile research. Including proposition tests, co-creation, research sprints and analytics.

  • Inform design & strategy

  • Gain clarity and inspiration

More

Market Strategy

Identify the optimal feature mix, price, positioning and range for your proposition. Including robust survey data and direction from actionable analytics such as Kano, MaxDiff and Conjoint.

  • Define product composition

  • Shape pricing strategy

More

Grow

03

Design better experiences.
Win & keep customers.
Monitor & boost performance.

Evaluative research to test, track and enhance your brand’s experience across products, services, content & communications. .

Testing & trials

Test the effectiveness of designs, content, customer journeys and UX to identify experience gaps and opportunities to add value. Including surveys, trial communities, ethnography and digital analytics.

  • Validate & optimise experiences

  • Enhance product value

More

Brand strategy

Identify the attributes that align with customers’ desired outcomes and help to promote loyalty. Including qualitative and quantitative research that covers Product, Design, Content, CX, UX, Comms.

  • Surface & fill experience gaps

  • Pinpoint drivers of value

More

Brand & CX Tracking

Measure and track the performance of your brand from discovery to and in-life experience. Including regular measurement of brand awareness, consideration, value and experience. 

  • Monitor brand performance

  • Identify opportunities to improve

More

Our methods

Market research or User research. Qual or quant. Ad-hoc or tracking. We blend the best solutions, skills and people to answer each specific insight challenge.

Find out more about our research methods

Market surveys

  • Whether you need to make important strategic decisions, decide on crucial product choices, or understand if your service is performing well, robust data is a must.  

  • With access to millions of people across the globe, we can survey large representative samples of genuine consumers, users and businesses to match almost all needs.  

  • More than just numbers, our surveys blend robust quantitative data, behavioural tests and rich qualitative insight to support and inform decision-making.  

    Find out more about our survey capabilities

Customer / User Surveys

  • From understanding the performance of your product to identifying feature priorities, user surveys provide the data needed to make key decisions with confidence.

  • Our user surveys can be sent via email or as an intercept invitation within your website or app. All our surveys are engagingly designed to match your brand experience and responsive so that users can complete them when, where, and how they choose.

  • All customer surveys are aligned to GDPR, MRS and ISO20252 guidelines

Insight Communities

  • Bringing together 20 to 50 participants in an online community, spanning from 2 days to months, is one of the best platforms for truly agile and iterative research.

  • Incorporating 1-2-1 interviews, video diaries and responses, group discussions, card-sorting, remote usability, rating exercises and much more. Insight communities offer a truly flexible and iterative toolkit for proposition creation and product trials.

  • Discover more about our full-service Pop-up Insight communities here

Diary Studies

  • Ethnographic diary studies are conducted via mobile phone and allow audiences to share their experiences in-the-moment via video, images, text and screen-sharing.

  • The diaries are moderated by our research team to ensure we gather rich data and transformative insight.

  • An ideal approach for witnessing experiences in context, uncovering unmet needs, or gathering the rich information needed to build true-to-life Personas.

Customer / User interviews

  • 1-2-1 explorative interviews with your target users help build understanding and empathy with goals, needs, mindset and journeys.

  • Whether it is building rich true-to-life personas and journey maps or uncovering underserved needs, user interviews will provide inspiration and direction for your products.

  • Our interviews are typically conducted via video, capturing the context that comes from the participant being in their own environment and using their own devices. We supplement interviews with video and survey pre-tasks to build empathy and insight into users’ lives and needs.

Workshops & Focus groups

  • Workshops and focus groups are both classic qualitative solutions when interaction between participants and / or project stakeholders would be beneficial. They make an effective approach for ideation and co-creation, testing and refining propositions, empathy building and deliberative research.

  • Our group solutions flex to each project need: Online or face-to-face, from 60 mins to 3hrs, from mini-groups to workshops, individual pre & post tasks, and more.

  • We use tech to enhance group research and help overcome the biases that this approach can suffer from. This includes online groups that provide representation of different backgrounds and lifestyles. And for in person groups, we use mobile voting and feedback apps to ensure everyone’s voice is heard and not unduly biased by others.

Strategic survey analytics

  • Transforming market survey data into insight and actionable models that guide decision-making is crucial for a successful go-to-market strategy.

  • We employ a range of techniques including Needs-based segmentation models, Choice-Based Conjoint, MaxDiff, Drivers analysis and the Kano model to highlight opportunities and shape market and retention strategies around optimal features, packages and pricing.

Outcome-focused insight. Delivered with impact.


Landing insights in a way that delivers value and positive impact is an integral part of each Waveform project

Insight & direction

Research reports | Data visualisation | Dashboards

Building empathy

Insight websites | Video showreels | Personas & Journey Maps

Unlocking opportunities

Activation workshops | Simulator models | Segmentation solutions

Journey Maps

Understand the route that your audience takes as they make progress towards their goals. We surface the moments of truth, how to become part of the journey, influence behaviour and add value along the way.

Our journey maps are based on rigorous research with real users and true experiences. We map and build empathy with the steps people take as they progress towards their goals. We discover the phases, actions, feelings & opportunities that matter most for increased brand engagement and loyalty.

Rich journey paths

We visualise the situation, stories, touchpoints and channels as users make progress towards achieving their goals.

Pain points

We build understanding of the points of friction and the underserved needs that exist with current product, service and content experiences.

Emotional highs & lows 

We witness how users feel as they complete their journeys - the good and the bad, and the opportunities to build positive brand sentiment.

Contextual influences

We reveal the external and situational factors (media, brands, behavioural bias & tech) that shape decision-making and influence journeys.

Research solutions used:

  • Journey audits

  • Contextual interviews

  • Video diaries

Want 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.