Contact Us

Markets and audiences

Understand the market. Hear the consumer. Act with confidence.

Explore demand, consumer behaviour, brand perception and shopper journeys. Waypoint combines qualitative conversations, quantitative measurement and market analysis to inform your commercial strategy.

Contact UsExplore this service
A researcher examining market evidence through a magnifying glass
Designed around your questionResearch programmes

Is this the right service?

Questions we can help you explore.

  • How attractive is the market and where are the real constraints?
  • Which audience needs, occasions, or segments matter most?
  • How is the brand, product, concept, or offer being understood?
  • What changes across channels, journeys, and competitive context?

Research programmes

Research for the decisions behind growth.

Choose the workstream around the decision: understand an opportunity, get closer to consumers, examine a purchase journey or make better use of the evidence you already hold.

01

Market intelligence

Before entering a market or expanding an existing offer, understand where demand comes from and what could prevent adoption. We connect market and competitor research with customer, expert and channel perspectives to examine commercial feasibility, unmet needs and routes to market. Market boundaries and sizing assumptions are agreed at the outset.

  • Opportunity assessment
  • Competitive and value-chain research
  • Entry and route-to-market questions

What this can deliver

A market opportunity assessment, competitor landscape and evidence-backed priorities for further validation.

02

Consumer and brand research

Explore how people use a category, what they expect from it and why they choose one brand over another. Usage and attitude studies, segmentation, ethnographic conversations and brand tracking connect everyday behavior with positioning decisions. Concept, packaging and communication testing help teams refine an idea before committing to a launch.

  • Usage and attitudes
  • Brand awareness, equity and audience segmentation
  • Concept, packaging, pricing and communication research

What this can deliver

Audience profiles, a brand perception baseline or a ranked view of concepts and the reasons behind preference.

03

Retail and shopper context

Understand the purchase in its real setting: a store aisle, a marketplace listing, a checkout or a delivery experience. Shopper interviews, journey mapping, observation and mystery shopping can show how availability, display, service and channel expectations shape the choice. Where suitable data is available, retail and point-of-sale analysis adds another perspective.

  • Shopper journeys
  • Store and online behavior
  • Execution and mystery-shopping studies

What this can deliver

A shopper journey, channel-specific barriers and practical priorities for improving retail execution.

04

Research analytics and interpretation

Bring survey responses, customer information and market inputs into a consistent analytical view. We use segmentation, cross-tabulation, driver analysis or trend analysis where the study design and data support them. The aim is to explain what matters for the business decision, with definitions and limitations made clear.

  • Data cleaning and consistent reporting definitions
  • Segment, channel and market comparisons
  • Decision-focused reporting and visual summaries

What this can deliver

A structured evidence base and an analysis narrative that separates findings, interpretation and recommended next steps.

Your working route

Move from evidence base to market or audience decision.

  1. 01

    Frame

    Set the market, audience, decision, and confidence threshold.

    Output: Decision-led brief

  2. 02

    Design

    Select the evidence mix, sample logic, instruments, and analysis route.

    Output: Research design

  3. 03

    Collect

    Recruit and gather evidence using the agreed modes and controls.

    Output: Reviewed evidence base

  4. 04

    Model

    Organize findings into market, audience, or choice frameworks with assumptions visible.

    Output: Decision model

  5. 05

    Activate

    Translate findings into implications, priorities, and questions that still need answering.

    Output: Action narrative

Before designing the study

A useful brief starts here.

  • Define the decision, market boundary, audience, and evidence already available.
  • Choose qualitative, quantitative, observational, or hybrid methods for a reason.
  • Document assumptions behind market models, forecasts, and segment definitions.
  • Agree what will be measured, inferred, or left unresolved before collection starts.
Start a research brief

Questions about this service

Should we start with qualitative or quantitative research?

Use qualitative work to understand motivations, language and context; use quantitative work when the decision needs structured comparison or measurement. Some briefs benefit from a sequence of both. The business question and existing evidence determine the design.

Can one study cover brand, product and shopper questions?

Yes, where the audiences and research objectives fit together. We prioritize the questions, check the burden on participants and distinguish what each method can establish. Unrelated objectives may need separate workstreams to keep the findings useful.

Can you work with data we already hold?

Relevant survey, customer, market or retail data can inform the analysis when access and permitted use are agreed. We first review its definitions, completeness and suitability for the question, then identify where additional research is needed.

Compare all services