In 1994, Mike Knight and Swaminath (Swami) Rajagopalan created Third Wave Research (now 3rdwave). Both Mike and Swami shared a vision for arming businesses with knowledge—making customer analytics a more integral part of a business' operation and prosperity.
3rdwave continues to thrive as a firm, led by an experienced team that represents some of the best marketing thought leaders and practitioners in the industry. Click a thumbnail image to the right to meet our team.
Mike Knight
Founder | Chief Executive Officer
As Founder and CEO of 3rdwave, Mike spends his time nurturing the firm's culture, setting the technology and business development strategy, as well as maintaining close connections to our clients.
For more than 20 years, Mike has been a pioneer in the field of customer analytics and market demographics. And he has actively managed the research, design, and implementation of hundreds of successful programs for companies large and small including Microsoft, Procter & Gamble, Walt Disney, UPS, and Ashley Furniture Industries.
Prior to founding 3rdwave, Mike served as the Director of Applied Population Laboratory at the University of Wisconsin-Madison, one of the nation's leading applied demographics and economic research facilities.
Mike lives in Verona, Wisconsin with his wife and two children.
