https://waveforminsight.com/insightthinking daily 0.75 2026-11-10 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/4fd55b10-bcd2-48bd-a8be-06c38f1a2c1d/Arcfade.png https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/f52bb7ce-f81a-445e-8aaa-51bdba5bb01f/Fade.png https://waveforminsight.com/insightthinking/digital-decay-age-gap-research monthly 0.5 2026-11-10 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/1794243359593-AK6D1K3PXM42NF1ZV79X/senior-woman-checking-smartphone-with-concerned-ex-2026-09-22-00-22-39-utc.jpg Insight Thinking - Digital Decay Study: Is digital-first taking away too much of what older people value? - Digital-first experiences are leaving some people behind. That matters commercially as well as socially. Subscription brands spend heavily to win customers, but keeping them is where the real challenge lies. Our research into UK subscriber behaviour uncovers why people cancel, which categories are most exposed, and what actually makes a subscription worth staying for. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/b78e797f-79b5-48a5-a4f6-1d0d1ff2891f/Digital+Decay+-+Over+65s.png Insight Thinking - Digital Decay Study: Is digital-first taking away too much of what older people value? - “If I cannot speak with a human when I need help then I avoid that company. I am elderly and find reliance on tech challenging.” UK consumer, 76 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/552eb27c-b413-4d6f-b429-0308c35e22e6/man-buying-groceries-at-supermarket-checkout-2026-09-22-03-43-59-utc.jpg Insight Thinking - Digital Decay Study: Is digital-first taking away too much of what older people value? - “If I cannot speak with a human when I need help then I avoid that company. I am elderly and find reliance on tech challenging.” Research participant, 76 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/18b17cf7-8833-48d2-bd62-639434b3aec1/senior-man-uses-cellphone-wearing-plaid-shirt-2026-09-22-19-24-22-utc.jpg Insight Thinking - Digital Decay Study: Is digital-first taking away too much of what older people value? - 85% of people aged 65+ agree there are too many different accounts and apps for everyday life, compared with 70% of 18–34s. “I am having a REALLY frustrating time trying to log on to my Ocado account... I have spent so long trying it is making me miserable and ill. I am 79, so I am returning to Sainsbury’s website!” Research participant, 79 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/31797f07-7d33-4a27-8961-58a5da96bc6f/woman-at-self-checkout-scanning-items-at-supermark-2026-09-25-00-21-31-utc.jpg Insight Thinking - Digital Decay Study: Is digital-first taking away too much of what older people value? - 75% of people aged 65+ feel they are being asked to do tasks staff would previously have done, compared with 57% of 18–34s. “Being forced to use self-service tills in supermarkets, and having to keep calling the assistant to sort out problems, when a manned till would be so much quicker and easier if only they had them.” Research participant, 67 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/98f16357-1c51-4372-81a9-fa8b270c2d9f/senior-woman-focusing-on-smartphone-at-home-office-2026-09-25-06-53-23-utc.jpg Insight Thinking - Digital Decay Study: Is digital-first taking away too much of what older people value? - 84% of people aged 65+ say they would avoid a brand that makes it difficult to speak to a real person, compared with 64% of 18–34s. “You get fed through a list of questions that may not apply... and go round in circles. It is very frustrating when you know you could make a person understand in a few seconds.” Research participant, 66 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/53f9849d-3d82-4c7e-8857-7f373233637c/senior-man-working-on-laptop-in-bright-home-2026-09-24-09-15-42-utc.JPG Insight Thinking - Digital Decay Study: Is digital-first taking away too much of what older people value? - 77% of people aged 65+ agree there are too many emails and notifications when making purchases or dealing with brands, compared with 66% of 18–34s. “I get fed up of repeatedly being asked to leave a review even for the simplest of purchases or repeat purchases.” Research participant, 70 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/cb2bca51-e2a1-4b6e-88c4-1461f38499e6/thoughtful-adult-male-checking-mobile-phone-outdoo-2026-09-24-10-47-15-utc.jpg Insight Thinking - Digital Decay Study: Is digital-first taking away too much of what older people value? - 56% of people aged 65+ have been put off by digital-only requirements in everyday life, compared with 38% of 18–34s. “I avoid restaurants where you have to order via an app from your table. How stupid is that!” Research participant, 79 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/56f0079d-d88f-4602-90ca-53d56d5435f8/senior-woman-using-smartphone-in-her-home-2026-09-24-12-16-52-utc.jpg Insight Thinking - Digital Decay Study: Is digital-first taking away too much of what older people value? - 63% of people aged 65+ have been put off by at least one form of ‘digital squeeze’. “Finding out that you have a subscription on the basis of one purchase because the mention of the repeat deliveries was nowhere near the actual payment details.” Research participant, 79 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/8523fb7d-1d38-4a34-be42-55da720a5928/Digital+Decay+composite+%28half+slide%2C+960%C3%971080%29%401x.png Insight Thinking - Digital Decay Study: Is digital-first taking away too much of what older people value? - Our full Digital Decay research explores these signs in more detail across all age groups, including the underlying attitudes and behaviours, differences between audiences and the implications for brands designing digital and multi-channel experiences. If you work for a brand or organisation and would like to see the full findings, please get in touch via the form below to request the full report. We’ll also be sharing more findings on our LinkedIn page and in future blog posts here. https://waveforminsight.com/insightthinking/digital-decay-survey-findings monthly 0.5 2026-11-09 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/d93622ce-f2b0-41a4-97f1-a6362741b5b4/young-man-using-smartphone-leaning-against-concret-2026-09-22-17-50-06-utc.jpg Insight Thinking - Digital Decay: when tech experiences start working against the customer everyone loses. - The seven signs of Digital Decay Subscription brands spend heavily to win customers, but keeping them is where the real challenge lies. Our research into UK subscriber behaviour uncovers why people cancel, which categories are most exposed, and what actually makes a subscription worth staying for. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/efce5456-223b-4d1c-813c-7267bfbfdbd6/DD+chart.png Insight Thinking - Digital Decay: when tech experiences start working against the customer everyone loses. - “Tech is supposed to make life easier, but it actually makes it so frustrating I often give up.” https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/cf4ce065-c481-44e1-a6e8-ac2bdb876aca/thoughtful-young-man-using-smartphone-at-a-cafe-ta-2026-09-29-12-43-25-utc.jpg Insight Thinking - Digital Decay: when tech experiences start working against the customer everyone loses. - 79% agree there are too many different accounts and apps in everyday life. “I really don’t like having to set up an account with an online retailer who I probably only use once or twice... it is a hassle tracking login information.” https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/31797f07-7d33-4a27-8961-58a5da96bc6f/woman-at-self-checkout-scanning-items-at-supermark-2026-09-25-00-21-31-utc.jpg Insight Thinking - Digital Decay: when tech experiences start working against the customer everyone loses. - 67% feel they are being asked to do tasks a company’s staff would previously have done. “Companies are cutting costs and making customers do the work, yet products aren’t any cheaper or better.” https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/be28c931-e927-4407-aa23-2c344f13f19a/senior-man-using-smartphone-while-sitting-by-an-ur-2026-09-29-11-53-35-utc.jpg Insight Thinking - Digital Decay: when tech experiences start working against the customer everyone loses. - 73% would avoid a brand that makes it difficult to speak to a real person. “You get fed through a list of questions... and go round in circles. It is very frustrating.” https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/d6f0417c-e92a-4421-8caa-f33bf46d1a42/woman-looking-at-mobile-device-indoors-at-table-2026-09-23-18-11-53-utc.jpg Insight Thinking - Digital Decay: when tech experiences start working against the customer everyone loses. - 72% agree there are too many emails and notifications when buying or dealing with brands. “Being sent so many emails... that actual useful or important emails are hard to distinguish.” https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/a3cd73cd-1f3f-408c-865f-efc05764a9d9/woman-with-smartphone-leans-against-yellow-parking-2026-09-22-16-05-40-utc.jpg Insight Thinking - Digital Decay: when tech experiences start working against the customer everyone loses. - 44% have been put off a brand by digital-only requirements in everyday life. “I only want to download an app that I want to, not because I have to.” https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/5939b326-8d17-42be-ae23-8722427a82c0/thoughtful-young-woman-daydreaming-while-working-o-2026-09-29-10-08-33-utc.jpg Insight Thinking - Digital Decay: when tech experiences start working against the customer everyone loses. - 61% have been put off by at least one form of digital squeeze. “I pay for a subscription but still get bombarded with advertising.” https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/2c5e2c39-efd5-4522-81e4-388b3871590d/senior-woman-using-smartphone-in-her-home-2026-09-24-12-16-52-utc.jpg Insight Thinking - Digital Decay: when tech experiences start working against the customer everyone loses. - 56% of people aged 65+ have been put off by digital-only requirements in everyday life, compared with 38% of 18–34s. “There are things I can’t do any more because I don’t have a smartphone... so I don’t go.” https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/8523fb7d-1d38-4a34-be42-55da720a5928/Digital+Decay+composite+%28half+slide%2C+960%C3%971080%29%401x.png Insight Thinking - Digital Decay: when tech experiences start working against the customer everyone loses. - Our full Digital Decay research explores each of these signs in more detail, including the underlying attitudes and behaviours, differences between audiences and the implications for brands designing digital and multi-channel experiences. If you work for a brand or organisation and would like to see the full findings, please get in touch via the form below to request the full report. We’ll also be sharing more findings on our LinkedIn page and in future blog posts here. https://waveforminsight.com/insightthinking/good-effort-vs-bad-effort monthly 0.5 2026-10-14 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/98e9cfa6-3880-433c-97e7-0a0bbe456066/young-woman-using-record-player-at-home-2022-03-08-01-19-17-utc.jpg Insight Thinking - Effort isn’t always bad. Sometimes it’s where value is added. - Make it stand out We’ve become conditioned to think less effort is always better. But in many categories, effort is part of the experience, it creates satisfaction and value rather than friction. We consider where effort is bad and where sometimes, it’s actually good for people and brands. https://waveforminsight.com/insightthinking/subscription-loyalty-research monthly 0.5 2026-10-28 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/1786529834150-I56HUEF5H2E8G1B89IG8/woman-holding-salad-mobile Insight Thinking - Subscribed, but not sold: Why subscribers leave, and what keeps them loyal Subscription brands spend heavily to win customers, but keeping them is where the real challenge lies. Our research into UK subscriber behaviour uncovers why people cancel, which categories are most exposed, and what actually makes a subscription worth staying for. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/f224192a-2a15-4f01-9734-2e473a6b6eef/smiling-woman-relaxing-in-chair-at-home-checking-s-2024-10-20-15-59-20-utc.jpg Insight Thinking - Subscribed, but not sold: Why subscribers leave, and what keeps them loyal 64% of people we surveyed had cancelled or switched at least one subscription in the past 12 months, rising to 85% among 18-34s, the audience that drove the original subscription boom. ”My financial situation made it impossible to keep paying for something unnecessary” https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/be72a9a3-659f-4316-bca0-80b0ea34dce8/man-using-tablet-and-drinking-coffee-indoors-2026-03-25-00-23-56-utc.jpg Insight Thinking - Subscribed, but not sold: Why subscribers leave, and what keeps them loyal Cost tops the list of reasons people give for leaving (34% cite price versus what they got, 33% found a better alternative). 61% agreed the value for money offered by subscription services is decreasing. ”Either lower the prices or entice me with new features to keep me using the subscription.” https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/1782902676939-TD3LTT3YS05ADRR4H9Z9/portrait-of-asian-girl-in-headphones-looks-compli-2023-11-27-04-54-00-utc.jpg Insight Thinking - Subscribed, but not sold: Why subscribers leave, and what keeps them loyal Over half of subscribers overall (53%) worry about the mounting cost of their subscriptions, rising to 61% among 18-34s. More than a third (35%) feel they have too many subscriptions and want to cut back, rising to 47% among 18-34s. ”The cost has gone up over the last few months and it's not worth paying that much for only a few meals.” https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/8259ade9-fe93-4f43-b2bb-9e09eaf9d6f4/smiling-young-woman-using-cellphone-on-city-street-2026-01-05-05-08-37-utc.jpg Insight Thinking - Subscribed, but not sold: Why subscribers leave, and what keeps them loyal 51% admit they take free or discounted trials with no intention of paying full price, rising to 71% among 18-34s. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/f23e6ae3-f09b-49c7-bf0d-2f0e29b86f6e/woman-using-smartphone-in-train-carriage-2026-03-18-04-35-03-utc.jpg Insight Thinking - Subscribed, but not sold: Why subscribers leave, and what keeps them loyal 61% said they'd leave if their provider wasn't fully meeting their needs, and 53% agreed subscriptions often fail to live up to their advertised claims. ”The content wasn't as riveting as expected. I want something that catches my attention, not bores me.” https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/057fe72f-164e-4142-8dc2-84899eaefab3/woman-relaxing-at-cafe-with-dessert-and-phone-2026-01-08-23-41-36-utc.jpg Insight Thinking - Subscribed, but not sold: Why subscribers leave, and what keeps them loyal 77% agreed that brands often take existing subscribers for granted in favour of chasing new ones. “Nothing new is ever added and if it is then it's same stuff I can get elsewhere.” https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/f2152965-8ae8-4aed-bbfc-0a284f2deef6/man-with-coffee-looks-at-smartphone-in-cafe-2026-03-25-04-45-34-utc.jpg Insight Thinking - Subscribed, but not sold: Why subscribers leave, and what keeps them loyal Fixing or freezing prices came out clearly on top (38%), followed by renewal offers (27%) and lower-priced tiers (25%). Quality and experience improvements followed behind that. ”Don't increase the premiums at renewal time. It seems unfair to be penalised for staying put with the company.” https://waveforminsight.com/insightthinking/digital-can-still-be-a-force-for-good monthly 0.5 2026-09-22 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/1786456677545-ECDKHBBZGJFDIKCO8Z6A/friends-smiling-and-looking-at-mobile-phone-togeth-2026-01-05-00-58-58-utc.jpg Insight Thinking - Digital can still be a force for good but it needs to give more and take less. - Make it stand out Digital went from lockdown hero to public villain in five years, with doomscrolling, AI job fears, digital over-reach and creepy smart glasses among the reasons why. We argue the tech itself isn't the problem: it's who the value flows to. A look at where digital still earns its place. https://waveforminsight.com/insightthinking/how-jobs-to-be-done-thinking-can-change-the-way-streaming-brands-grow-z2nf6 monthly 0.5 2026-08-11 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/a03c3e90-b79b-4662-9098-9f83bd31b380/professional-woman-working-at-her-desk-in-office-2026-03-25-01-18-56-utc.jpg Insight Thinking - Distinctive Assets and Category Entry Points dominate brand thinking today. But are they the key to growth? - Make it stand out Distinctive Assets are the recognisable, non-verbal cues, colours, logos, sounds, shapes, that let people identify a brand instantly. Category Entry Points are the moments or needs that bring a brand to mind when someone's ready to buy. Together they're the backbone of much modern brand growth strategy. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/5c479abe-a0d5-4b78-a4aa-d8978a63a10a/close-up-of-friends-watching-movie-on-tv-at-home-2026-01-09-10-24-55-utc.jpg Insight Thinking - Distinctive Assets and Category Entry Points dominate brand thinking today. But are they the key to growth? - TV Jobs to be Done & Audience 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. See full case study https://waveforminsight.com/insightthinking/how-jobs-to-be-done-thinking-can-change-the-way-streaming-brands-grow monthly 0.5 2026-08-06 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/1785944258707-63Q02YUQJSZT0GN0RMMX/woman-relaxing-on-sofa-using-digital-tablet-2026-03-09-08-13-02-utc.jpg Insight Thinking - How Jobs-to-be-Done Thinking can Change the Way Streaming Brands Grow - Make it stand out Media brands cannot win the content arms race on budget alone. Jobs-to-be-Done and Switching Forces can reveal what audiences are really trying to do when they choose what to watch, and what makes them take up a new service and make it part of the regular viewing. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/5c479abe-a0d5-4b78-a4aa-d8978a63a10a/close-up-of-friends-watching-movie-on-tv-at-home-2026-01-09-10-24-55-utc.jpg Insight Thinking - How Jobs-to-be-Done Thinking can Change the Way Streaming Brands Grow - TV Jobs to be Done & Audience 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. See full case study https://waveforminsight.com/insightthinking/jobs-to-be-done-customer-journey-maps monthly 0.5 2026-07-01 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/4efeca56-986c-496d-8228-d7d93ed5f082/Journeymap.png Insight Thinking - From artefact to action: using Jobs to be Done and Switching Forces to enhance journey maps Most journey maps end up admired in a workshop and then quietly forgotten. The problem is rarely the effort that went in, it is that the map shows what people do without explaining why. Here is how building maps on Jobs to be Done and Switching Forces turns a static artefact into a working tool teams actually use, drawing on a recent project for a mass market TV platform. https://waveforminsight.com/insightthinking/what-people-are-really-trying-to-do-when-they-support-a-charity monthly 0.5 2026-08-05 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/b6f74e73-37b0-4463-a3f1-03469bc9d89b/team-of-volunteers-sorting-and-boxing-donations-2026-01-09-09-14-15-utc.jpg Insight Thinking - What People Are Really Trying to Do When They Support a Charitable Cause - Make it stand out Most charities treat donor engagement as a storytelling problem. It isn't. Using Jobs-to-be-Done and Switching Forces, we show why people give and why understanding the real job, and the value each donor is looking for, reshapes the giving experience itself, not just the message. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/28402562-0744-4b98-b725-fed500b4731a/female-worker-arranging-baskets-while-working-at-s-2024-12-13-21-46-30-utc.jpg Insight Thinking - What People Are Really Trying to Do When They Support a Charitable Cause - Audience segmentation & journeys for a charity We partnered with GoceryAid 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. See full case study https://waveforminsight.com/insightthinking/from-profile-to-prospect-personas-turning-your-icps-into-buyers-your-team-can-win-and-keep monthly 0.5 2026-09-22 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/1780332527672-1HGNH1UMLQPQ0D6DCTWD/unsplash-image-eF7HN40WbAQ.jpg Insight Thinking - Prospects not profiles: how to activate your Ideal Customer Profiles - The Ideal Customer Profile has quietly become one of the most relied-on tools in B2B sales and marketing. At its simplest, an ICP describes the organisation most likely to buy, stay and generate value: size, sector, spend, number of sites, the roles that sign things off. As account-based approaches have taken hold and teams have got more disciplined about where they spend their time, the ICP has earned its place as the filter that keeps everyone aimed at the right kind of business. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/47afc7b0-d29b-48bf-99a4-99f0a46a7a9d/switching-forces-waveform.png Insight Thinking - Prospects not profiles: how to activate your Ideal Customer Profiles - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://waveforminsight.com/insightthinking/personas-for-empathy-and-action monthly 0.5 2026-08-10 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/b6984d7a-1e9b-4333-850c-774eda691fe8/Personas+Rebooted.png Insight Thinking - Rebooting User Personas Is Category Entry Points the solution for your brand? https://waveforminsight.com/insightthinking/synthetic-vs-real-personas monthly 0.5 2026-08-05 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/047dfcb9-0f3c-4f1f-939e-b86982bf52de/RealPersonas.png Insight Thinking - Synthetic Personas vs. Real Personas. For truly human-centred brands the choice is easy. Is Category Entry Points the solution for your brand? https://waveforminsight.com/insightthinking/category-entry-points-vs-jobs-to-be-done-which-is-right-for-your-brand monthly 0.5 2026-08-05 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/e8ed6579-40fa-49fb-9e5f-c8d90c873a33/colleagues-discussing-a-project-together.jpg Insight Thinking - Category Entry Points vs. Jobs to Be Done: Which is Right for Tracking Your Brand’s Performance? - In short, it depends on your brand’s category. Is Category Entry Points the solution for your brand? https://waveforminsight.com/insightthinking/switching-forces-research monthly 0.5 2026-08-05 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/2fb6a757-3001-4213-b342-f14593f1a6eb/JTBD+Switching+Forces.png Insight Thinking - Switching Forces - A guide Is Category Entry Points the solution for your brand? https://waveforminsight.com/insightthinking/when-system-two-thinking-beats-system-one monthly 0.5 2026-08-05 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/c0950868-46b4-4830-ba90-2a9d02d782f3/man-choosing-tv-in-electronics-store-2021-08-30-02-25-23-utc.jpg Insight Thinking - Why System Two thinking remains crucial to brand growth strategies today. Is Category Entry Points the solution for your brand? https://waveforminsight.com/insightthinking/subscriber-churn-research monthly 0.5 2026-09-04 https://waveforminsight.com/insightthinking/research-methods-jobs-to-be-done monthly 0.5 2026-07-01 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/52578635-7f03-4e1e-8d85-66024c79ea4e/startup-business-people-working-on-laptop-2023-11-27-05-25-40-utc.jpg Insight Thinking - Research methods to discover and activate Jobs to be Done. Is Category Entry Points the solution for your brand? https://waveforminsight.com/insightthinking/applications-of-jobs-to-be-done monthly 0.5 2026-07-01 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/52578635-7f03-4e1e-8d85-66024c79ea4e/startup-business-people-working-on-laptop-2023-11-27-05-25-40-utc.jpg Insight Thinking - Jobs to be Done - A framework to uncover and unlock value, for both people & brands. Is Category Entry Points the solution for your brand? https://waveforminsight.com/insightthinking/disruptive-innovation-jobs-to-be-done monthly 0.5 2026-07-01 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/52578635-7f03-4e1e-8d85-66024c79ea4e/startup-business-people-working-on-laptop-2023-11-27-05-25-40-utc.jpg Insight Thinking - The third route to Disruptive Innovation - finding and fulfilling underserved needs better. Is Category Entry Points the solution for your brand? https://waveforminsight.com/insightthinking/in-2025-consumers-are-less-likely-to-act-on-gut-instincts-alone monthly 0.5 2026-08-05 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/1736178273792-9CJE2EVERT5V4K93W6LP/Man+thinking+at+laptop Insight Thinking - Today, in the mid-20s, consumers are less likely to act on gut instincts alone. What does this mean for brand growth? Is Category Entry Points the solution for your brand? https://waveforminsight.com/insightthinking/navigating-by-the-north-star-the-power-of-a-single-metric monthly 0.5 2026-07-01 https://waveforminsight.com/insightthinking/using-jobs-to-be-done-to-focus-on-true-competitors monthly 0.5 2026-07-01 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/598fbe7d-9b2d-469f-8743-e74e6ba8fc76/Using+Jobs+to+be+Done+to+focus+on+True+Competitors.jpg Insight Thinking - Using Jobs to be Done to focus on True Competitors - Identifying True Competitors Traditional competitor analysis often focuses on companies offering similar products or services. However, JTBD challenges this approach by suggesting we look beyond the obvious. By understanding the "job" customers are trying to accomplish, we can identify a wider range of alternatives they might consider. https://waveforminsight.com/insightthinking/a-new-era-for-diary-studies-powerful-insights-without-the-pain monthly 0.5 2026-07-01 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/fbf1bbc8-a635-4749-b49f-ef6d4394178d/Diarystudiesevolved.png Insight Thinking - A new era for Diary Studies: Powerful insights without the pain. - Unlocking the true power of the diary study Diary studies have long been a part of the researcher’s toolkit but they are rarely elevated to centre stage for crucial research projects. Three reasons are at the core of this: 1. The effort for both the researcher and participants has often been too high vs. the reward. 2. The speed to deliver diary projects has almost always been too slow. 3. And, the empathy and contextual data that should be a key strength, often misses the mark. But thanks to creative tech and a bit of out-of-the-box thinking, diary studies have had a major upgrade. They are a go-to method for getting deep and context-rich insights. https://waveforminsight.com/insightthinking/surveydesignbestpractice monthly 0.5 2026-07-01 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/0ae68486-a0b3-456e-8ba0-b290b6ee953f/mobile+survey.png Insight Thinking - 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 more democratised, there is an increasing danger of poor question design and UX leading to bad data. Bad data that can lead to bad decision-making and potentially costly misdirected choices. In this post we look at 10 common pitfalls, pratfalls and facepalms that we regularly, and increasingly, see in survey design. Read on for some tips on boosting your questionnaire design skills and ensuring your surveys deliver quality data. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/845d132b-c940-40a7-a28f-0cc97e685b23/PC+survey.png Insight Thinking - 10 ways to ensure your online surveys deliver quality data. - At their best surveys can uncover new opportunities, unlock potential and provide better decision-making. They can provide rich and robust data based on the people who matter most - your audience. Getting the most surveys requires experience and expertise. If you’d like to know more about how our surveys can help your brand, get in touch today. https://waveforminsight.com/insightthinking/conjointresearch monthly 0.5 2026-07-01 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/eb7cf518-7edb-4f74-9ef0-5884b8d34e1e/conjoint+research+1.png Insight Thinking - Using Choice Based Conjoint (CBC) to guide go-to-market and retention strategy - Product teams need to move faster than ever when making business-critical decisions. Whether implementing go-to-market strategies or seeking to improve customer retention, they need clear direction on consumer preferences and the likely impact of different product and pricing decisions. Choice-Based-Conjoint (CBC) is a crucial survey analysis method to translate user preferences into a clear plan of action. Here’s what you need to consider when designing a conjoint study. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/4bb430e1-4f96-49fb-876a-714bade078fd/BB+CJ.jpg Insight Thinking - Using Choice Based Conjoint (CBC) to guide go-to-market and retention strategy - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/dacc7400-8e9c-46e3-86ce-ddec9058f113/remote+research+benefits.png Insight Thinking - Using Choice Based Conjoint (CBC) to guide go-to-market and retention strategy - Survey analytic methods such as Choice Based Conjoint can provide fuel for your go-to-market and retention strategies. They can provide clear direction and the ability to model endless ‘what if’ scenarios to support decision making and avoid costly missteps. Get in touch to find out more. https://waveforminsight.com/insightthinking/remote-research-benefits monthly 0.5 2023-05-23 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/a06a8ed5-ee3a-402d-92f7-217115010fc6/remote+research.png Insight Thinking - 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. We explore why, despite what the moniker suggests, remote research methods can generate deeper insight and more empathy with audiences than traditional qualitative methods. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/dacc7400-8e9c-46e3-86ce-ddec9058f113/remote+research+benefits.png Insight Thinking - Remote Research: The benefits of going digital-first for qualitative research - Remote research offers greater inclusivity and depth of insight while eliminating the biases and inefficiencies of traditional research methods. By adopting remote qualitative research methods, you are on a path towards more accurate, insightful, and valuable projects that deliver actionable results. https://waveforminsight.com/insightthinking/exploring-the-causes-of-customer-churn monthly 0.5 2023-05-23 https://waveforminsight.com/insightthinking/brand-experience-tracking-why-digital-first-brands-need-to-rethink-the-scope-of-the-brand-tracker monthly 0.5 2023-05-15 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/1671551799382-LVC5JHNOWOK2TPCO6D5B/CXSurvey.png Insight Thinking - Brand experience tracking. Why digital-first brands should rethink brand measurement priorities. - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/1794495d-c870-47ff-9687-6a78d1016c52/cxoutputs.png Insight Thinking - Brand experience tracking. Why digital-first brands should rethink brand measurement priorities. - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://waveforminsight.com/insightthinking/read-our-exclusive-insights-into-the-needs-of-music-streaming-subscribers monthly 0.5 2023-06-30 https://waveforminsight.com/insightthinking/exclusive-insights-on-consumer-usage-and-attitudes-to-digital-brands-during-the-cost-of-living-crisis monthly 0.5 2023-05-23 https://waveforminsight.com/insightthinking/stream-on-report monthly 0.5 2023-05-23 https://waveforminsight.com/insightthinking/announcing-experience-echo monthly 0.5 2023-05-23 https://waveforminsight.com/insightthinking/5-ways-to-enhance-personas-for-action monthly 0.5 2023-05-23 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/aef8cd49-aab5-4248-9de9-f602ea8c4109/manager-looking-at-many-different-cv-resume-and-ch-2022-03-17-04-32-20-utc+%281%29.jpeg Insight Thinking - 5 ways to enhance Personas: For action - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/4c543912-4f78-4ec9-af07-8d8faec1d569/Persona+summary.png Insight Thinking - 5 ways to enhance Personas: For action - Make it stand out Multi-page Persona example https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/f671d624-2708-42d3-bfe6-f306cba26deb/WVFMEmpathyMap Insight Thinking - 5 ways to enhance Personas: For action - Make it stand out An example Empathy map for a Scenario https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/ef88b220-7e3a-4aa1-818d-b6057650fb3b/Switching+4+Forces.jpg Insight Thinking - 5 ways to enhance Personas: For action - Make it stand out An example of how we use the switching model (mock content) https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/8a0fb91a-a19f-4c33-8bba-91b1577842fc/Behavioural+bias.png Insight Thinking - 5 ways to enhance Personas: For action - Make it stand out An example of how we present behavioural bias in Personas (mock content) https://waveforminsight.com/insightthinking/how-likely-are-we-to-recommend-the-net-promoter-score monthly 0.5 2023-05-23 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/1657891181571-L0ALT65VIS0H0BXV93C1/unsplash-image-UK78i6vK3sc.jpg Insight Thinking - On a scale of 0 to 10, how likely are we to recommend the Net Promoter Score to a friend or colleague? Guess… ☹ - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/cd187828-e67e-491b-8a79-2b1f8e069961/npq.jpg Insight Thinking - On a scale of 0 to 10, how likely are we to recommend the Net Promoter Score to a friend or colleague? Guess… ☹ - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/1658164241355-KD4O5QQKL5IAR6NEAA7Y/unsplash-image-QckxruozjRg.jpg Insight Thinking - On a scale of 0 to 10, how likely are we to recommend the Net Promoter Score to a friend or colleague? Guess… ☹ - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/a983f9e0-7fee-4ce0-9af6-4eccbc5fb306/npq2.jpg Insight Thinking - On a scale of 0 to 10, how likely are we to recommend the Net Promoter Score to a friend or colleague? Guess… ☹ - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/435d12b9-e988-4040-9e77-2a0e260a532e/alt+npq.jpg Insight Thinking - On a scale of 0 to 10, how likely are we to recommend the Net Promoter Score to a friend or colleague? Guess… ☹ - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/c0cd8748-1e4b-434d-afa0-fa99753b9817/calc.jpg Insight Thinking - On a scale of 0 to 10, how likely are we to recommend the Net Promoter Score to a friend or colleague? Guess… ☹ - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/1658164139597-RN1QQQO3U498BYB37FH4/unsplash-image-tE6th1h6Bfk.jpg Insight Thinking - On a scale of 0 to 10, how likely are we to recommend the Net Promoter Score to a friend or colleague? Guess… ☹ - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/d2e957f7-673d-4fcb-a51f-a1f8d7ce6da7/sat.jpg Insight Thinking - On a scale of 0 to 10, how likely are we to recommend the Net Promoter Score to a friend or colleague? Guess… ☹ - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://waveforminsight.com/insightthinking/five-ways-to-enhance-personas-for-empathy monthly 0.5 2022-07-20 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/aef8cd49-aab5-4248-9de9-f602ea8c4109/image-asset.jpeg Insight Thinking - 5 ways to enhance Personas: For empathy - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/e345a82b-351c-4c3d-9cc5-80ece16fe54b/entrepreneur-puts-on-earphones-to-join-videochat-2021-09-15-18-14-44-utc.jpeg Insight Thinking - 5 ways to enhance Personas: For empathy - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/ec98c601-779d-4bc7-88c1-a1c7091703d0/mid-adult-woman-wearing-earphones-using-smartphone-2022-03-04-01-43-53-utc.jpg Insight Thinking - 5 ways to enhance Personas: For empathy - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/e6196360-26ce-4ea5-9a8c-5155a952950c/a-woman-uses-technology-while-listening-to-music-w-2022-02-07-01-21-57-utc.JPG Insight Thinking - 5 ways to enhance Personas: For empathy - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/f891b87d-5e16-4706-98f4-cc3824fb4a21/Empathy+Map.jpg Insight Thinking - 5 ways to enhance Personas: For empathy - Make it stand out A mock Empathy Map for a Persona https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/1b792c76-3895-4463-b488-c1fa453492d8/smiling-woman-taking-selfie-on-mobile-phone-while-2022-04-11-14-24-27-utc.jpg Insight Thinking - 5 ways to enhance Personas: For empathy - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/4109a898-a6be-4bdc-91ab-b09967af6567/woman-with-headphones-watching-a-movie-on-laptop-2022-07-06-02-11-40-utc.jpg Insight Thinking - 5 ways to enhance Personas: For empathy - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://waveforminsight.com/insightthinking/making-the-most-of-maxdiff monthly 0.5 2023-05-23 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/7422aa3b-cb63-416d-be20-3b6dbd648f02/millennial-group-of-young-asia-businessman-and-bus-2021-09-02-05-21-35-utc.jpg Insight Thinking - Making the most of MaxDiff - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/229ea1d1-c340-4502-98c3-055718efe2d1/Picture4.jpg Insight Thinking - Making the most of MaxDiff - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/b496ef99-6955-4cc1-b3d5-d4890728fb54/maxdiff+1.jpg Insight Thinking - Making the most of MaxDiff - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/bb8a9df7-9e48-41ab-a169-b9c42db8dc57/Picture2.jpg Insight Thinking - Making the most of MaxDiff - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/e89e7707-d127-4c0c-939c-c84a288a9669/Picture1.jpg Insight Thinking - Making the most of MaxDiff - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://waveforminsight.com/contact daily 0.75 2026-07-07 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/4fd55b10-bcd2-48bd-a8be-06c38f1a2c1d/Arcfade.png https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/f52bb7ce-f81a-445e-8aaa-51bdba5bb01f/Fade.png https://waveforminsight.com/stream-on daily 0.75 2026-06-30 https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/37cb620e-7dba-434f-b9e6-712ceef8363b/Untitled+design.png https://images.squarespace-cdn.com/content/v1/5f64ca135a59eb66a726bbba/8dcf2a5f-566f-42b4-8c59-2640427bae74/happy-couple-watching-tv-on-sofa-2022-03-04-06-14-48-utc.jpg 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