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Wave Definition

A single mailing or group of interviews conducted at about the same time. A research study or survey may consist of several waves.

A wave in market research refers to one round of data collection within a multi-phase or longitudinal study. Each wave represents a snapshot in time, often using the same or a comparable sample of respondents to measure change across intervals. This methodology is common in tracking studies, advertising effectiveness research and attitude and usage (A&U) surveys. The number of waves can vary depending on the research objective – from two (pre and post) to continuous tracking with dozens of waves over months or years.

Who uses wave-based studies?

Wave-based research is widely used by insights teams at consumer goods companies, health care firms, financial institutions and government agencies. These stakeholders rely on wave data to monitor shifts in consumer sentiment, brand awareness, product satisfaction or behavior patterns over time. Research suppliers and consultants also use wave studies to demonstrate campaign lift, track KPIs or deliver thought leadership content to their clients based on ongoing trends.

Why should the concept of a wave matter to you?

If you're involved in decision-making that depends on market trends, the concept of waves helps you separate a one-time insight from a validated pattern. A single survey may reflect temporary spikes or drops in opinion, but a well-structured wave study reveals what’s lasting versus what’s noise. Understanding waves is also crucial when budgeting or scheduling research, as each wave incurs its own timing, costs and logistical planning.

What makes wave studies especially important?

Comparability over time: Waves enable researchers to track key metrics consistently, using standardized methods to identify shifts in perception or behavior.

Timely intervention: By identifying when and where change happens, waves allow brands to respond in real time – such as adjusting messaging, optimizing products or reevaluating strategy.

Reliable trend insights: When spaced properly and methodologically sound, multiple waves provide a sturdy foundation for forecasting and long-term planning.