UM’s Wave 9 reveals the meaning of Moments

Wave9 - The Meaning of Moments

28th February, London: This morning, UM launched the latest edition of its ground-breaking global research series, Wave, at a packed-out event in central London.

Surveying over 52,000 people in 78 countries around the world, Wave 9 – The Meaning of Moments builds on ten years of global social tracking and is the largest and longest running study of its kind. This year’s study demonstrates that understanding how consumers feel in everyday ‘moments’ gives advertisers a powerful leverage in framing the right message via the right touchpoints.

Click here to download the presentation, and look out for the full published study coming soon. In the meantime, to access previous Wave studies and learn more about the history of the project, visit

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