GENERATING KNOWLEDGE

The eighteenth century French philosopher Voltaire said “judge a man by his questions”. We are driven by a desire to address some key questions raised about market research:

• Ever felt you have asked a question and not discovered anything?
• Ever thought that when research is good it is very very good but when it is bad it is horrid?
• Ever wondered where all the junior staff come from once you commission the agency?
• And ever done research and wondered why no action was taken?

Waves are about better market research. Whilst all research is designed and managed by senior professionals with more than 20 years business and communication experience our emphasis is on the application of our insight; the ‘so what?’. Our interpretation and application draws on our commercial experience and knowledge of the real-world pressure faced by businesses.