Firefish What We Do Knowledge Methods Sectors Our Work News Careers About What We Do Insight We believe great insight can change the world Ideas Breakthrough ideas with the power to transform Strategy Putting smart thinking into action Knowledge Our experience is wide ranging but we specialise in the following key areas… Brands Communication Shopper & Consumer Innovation People, Trends & Culture Kids & Family Methods Qualitative Quantitative Firefilms Digital Facilitation & Consultancy Qualitative research that gets to the heart of the challenge Group discussions | Depth interviews | Consumer connects | Expert interviews | Intercepts | ASTs | Ethnography | Diaries | Life-logging techniques FishEye (still images) and FireFrames (HD video) | Blogs and communities | Mobile | ConceptLabs | Video forums | Autoethnography | Co-creation | CoLab idea generation workshops Emoticoding | BehaviourLabs. Quantitative research that’s more than just number crunching Drivers analysis | Volumetric modelling | Advanced regression modelling | Conjoint testing | CHAID | Turf analysis | Media modelling | Needs and attitudinal segmentation | Hybrid (normative) segmentations | Database segmentation modelling | Segment allocation modelling | Gabor-Granger | Structural equation modelling | BPTO| Discriminant analysis. Digital for richer, deeper, truer and real-time insights Firefish’s Aquarium is a rich array of online research tools across a number of platforms, from online communities to video forums, wikis, blogs and vlogs. Our MobileAquarium uses the latest app technology allowing people to record their behaviour in the moment and on the move. Social media listening | online journey tracking and analysis | mobile experience | digital safaris | deep dive | user experience | tailored app development. Facilitation & Consultancy Co-creation | Idea generation | BehaviourLabs | ConceptLabs | Brand positioning | Marketing strategy | Concept writing. Sectors Tech & Services Media Financial Services Sport Retail Beer, wines & spirits FMCG Interested in what we have to say? Subscribe to our newsletter below to keep up to date with the latest goings on at Firefish Follow Us Follow Us Liar Liar: The truth about kids and research by @TPLresearch is a great read - buff.ly/ZLbuuK #mrx Prev Our Work Check out some of our work Testimonial - Danone “Strong global brands are built on powerful insights & big ideas, executed to give an extraordinary experience. Identifying the strongest idea needs to be handled with special care & attention. Firefish consistently demonstrates excellent strategic thinking, exceptional consumer intuition & strong appreciation of the idea behind the execution and are able to bring this feedback to a senior audience in a very impactful manner whilst still being absolutely clear on why things work or don't work. On top of thatl they're a great pleasure to work with" Claudia Esposito, Global Strategy & Insights Manager, Danone Early Life Nutrition Testimonial - The Guardian “Firefish constantly surprise me. I've been working with them long enough that I shouldn't be surprised, but their ability to consistently find new routes into a topic, new angles and new ways of thinking is remarkable. There are many agencies claiming to be innovative, but not only are Firefish genuinely innovative methodologically, they're also innovative where it really matters; in their thinking. That's why they consistently deliver research which has a clear impact on the decision making process” Jim Mann, Head Of Consumer Insight, Audience Department, Guardian News & Media Testimonial - Unilever “Firefish have been a key strategic research agency for us for many years, illuminating the ‘WHY’ behind the 'WHAT’. They are highly versatile, but what impressed most about them is their ability to adapt and morph into a strategic business partner in the digital age, leveraging big data and social media, connecting us directly to the people using our products as well as with outside experts whose contributions are making tangible contributions to our success” David Cousino, Global CMI Director, Unilever Dove Men + Care - Exploratory research and concept development Our work for Dove Men+ Care spans Europe, Asia, North and South America. Projects include an in-depth exploration of male attitudes to ageing across the UK, Germany and China, to multi-country concept development for a new range of face care and cleansing products. The Result? We have provided an holistic understanding of the male psyche on this sensitive topic, and how that differs across markets. HTC – Global Smartphone Understanding In an ethnographic study we identified and repositioned the Smartphone at the heart of the global family home. We offered macro and micro insights into the lives of our client’s customers. The Result? Input into strategic thinking, recommendations for future developments, and suggestions for features for new handset releases. The Football Association: Engaging with the women’s game Working with the FA, we asked players in the national squad and young fans about the promotion of the Women’s Premier League in England. As well as speaking to top players, we involved young and upcoming sportswomen and managers to identify and develop communication that would really engage with the target audience. The Result? The creation and launch of special events and initiatives. The Paralympics: Building a lasting legacy from successful sponsorship Following a very successful partnership with the Paralympic Games, one supermarket wanted to establish a long-term commitment to supporting people with disabilities. They wanted to start by improving their service proposition, in and out of store. We followed the shopper journeys of people with a range of disabilities to understand their experience. The Result? Findings steered the overall strategy and individual initiatives. Nike+: Catching up with runners Nike needed to understand high and rapid drop off rates in their Nike+ running proposition. We spoke to runners – from the seriously committed to the just-for-fun – online and followed up with face-to-face depths and group discussions. We found a range of reasons for the drop offs. The Result? Improvements in the online service that were implemented without losing its existing character BT Superfast Broadband: Turning global experiences into local services In preparation for the launch of SFBB, and amidst fierce competition in the UK, BT wanted to focus on the emotional benefits of faster broadband. We used mature market customers’ personal blogs and in-home interviews to develop a product for the UK. Benefits were confirmed over ten weeks using our bespoke online interactive community. The Result? One of BT’s most successful TV ads. Lanson: Uncorking champagne Lanson wanted to redefine their market position and create a point of difference for the brand. Firefish proposed a multi-layered route to understand how people relate to champagne, including paired depth interviews with consumers and trade, and following people on buying trips with hidden cameras. The Result? A long-term strategy, major trade and consumer communications, and a revitalised brand with a significant impact on sales Building a brand proposition for Beefeater 24 Working closely with advertising and design agencies, we created a brand proposition for super premium gin, an opportunity that our research revealed was ripe for development. We explored product proposition, packaging and launch communications. The packaging element of the research encompassed packaging, film and print communications Bud 66’: Get your Kicks How do you make a new variant like ‘Bud 66’ more relevant to consumers? We identified what the brand meant for different people, as well as awareness and importance of ABV by different consumer groups. We added Facebook generated data to traditional recruitment. The Result? We identified the most appealing market position for Bud 66, and built an emotional brand story with target-market appeal. A question of uniform Many banking groups are changing their branch networks. Before they make changes it is vital to understand how people use branches and what they want from them. We focused specifically on staff appearance, using individual interactions and group discussions to understand the role of staff uniform for both retail and business banking customers. The Result? The findings were used to revise the appearance of frontline staff Segmentation for strategy We created a new brand segmentation to use as the basis for strategy. Following more than six months of qualitative exploration of all the segments, we created a segmentation ‘toolkit’. Using a variety of media, including pen portraits, an online portal and archetype films, we brought each segment to life. The Result? Our segmentation approach has been central to the business strategy. Branch transformation We created and managed a year-long community for a client that was transforming its branch network. We used both quant and qual techniques to research alterations made in test stores. The Result? Research findings impacted transformations ranging from design and layout to the queuing system. We also ensured staff were coached to handle the most common customer questions identified during the research. Lucozade: Power behind the brand In a partnership lasting over a decade, Firefish has worked with Lucozade brand owner GlaxoSmithKline on more than 60 separate projects. In that time we’ve covered everything from new product development to brand positioning, creative development, packaging research, on-pack claims research to ethnographic consumer studies and master brand audits Coffee: Pack design with punch We worked with one of the world's biggest coffee houses to help design arresting packaging that would grab shoppers’ attention in supermarkets and the out of home foodservice market. The research spanned the US, UK and Japan and used our own packaging research technique Design Drivers to identify the associations prompted by current and potential packs. The Result? Our recommendations informed the final pack design of this premium product. Unilever Laundry: Trialling products across the globe In this international project, covering eight key markets in Europe, Asia, Latin America and China, we used our extensive experience of prototype product testing to feed into the NPD process. We placed near-finished products in people’s homes for trial, collecting detailed feedback on the sensory properties and its usage. The Result? A product that appeals to consumers across the world. Heinz: Developing TV advertising with bite We worked alongside Heinz and their agency to create an ad campaign for their new product Beanz Fridgepack. The ad campaign needed to cut-through and generate excitement in a competitive market. Our research identified the strongest creative approach, and key factors to address in the final execution. The Result? A successful product launch and a campaign that won accolades from the industry press. Axe/Lynx: The mating game Axe/Lynx is definitely one of the most appealing global brands for young males. Firefish is a strategic partner with the brand, working across a range of projects that focus on what it’s like being a young man – their attitudes towards life, socialising, grooming behaviour and the mating game. Our work helps ensure that the product messages remain credible and motivating. ITV - Crime Drama – Content Development and Audience Widening Firefish conducted research with male and female viewers of different types of crime drama – from police to private detective and forensic to military – in order to understand how viewers engage with the genre. The aim of the research was to inform new programming in the genre and to continue to make it relevant for different types of viewers. FHM/Bauer Media: All about men Once known as a ‘Lads mag’, FHM wanted to understand what today’s young men want from the magazine in the future. Our research included video blogs, diaries, depth interviews and groups, and uncovered 4D man – Firefilms brought him to life in a movie. Then we explored men’s role in society. The Result? FHM have used the findings to inform its strategy and future direction. Asos.com: Understanding target groups Online retail giant, Asos.com chose to partner with Firefish to find out about young men’s relationship with fashion and shopping. A hypothesis became a clever idea that allowed us to lift the lid on their lives and identify what they really want. The result? Insights that have enabled Asos.com to develop its site to better meet the needs of this important target group. Furniture Retailer: Experiencing the customer’s journey We worked with a major, global furniture retailer to improve the store experience and layout in three key international markets. Using FishEye cameras combined with research from traditional interview techniques, we brought the customers’ in-store experience to life. The result? Recommendations on ways to make the store experience and navigation better, and new shopper typologies that have become a core part of the brand’s marketing strategies. Marks and Spencer: The Chinese fashion consumer As part of the strategic development of clothing in seven key global markets, Firefish managed M&S’s multi-phase brand audit. We identified China as a rapidly growing market ripe for further development. The Firefish team researched the Chinese fashion buyer using fashion diaries, group discussions and intercept interviews. The result? We identified a key fashion occasion – work wear – for the brand to develop. Next Firefish World We work on all continents, all of the time, for some of the world’s biggest brands. We have offices in London, New York and Amsterdam London marker New York marker Amsterdam marker Prev News All the latest news, articles and event appearances from the world of firefish 6 Oct 2014 We’re nominated for 6 MRS Awards! We are delighted to announce that we have been nominated for 6 MRS Awards, the most of any agency in the running, including Best Agency and Client Impact of the Year. Read more 17 Oct 2014 Firefish hires 6 new staff We are delighted to announce that Firefish has just hired a host of new people to its team to further service its client base, including qualitative Associate Director, Simon Gedman and quantitative Research Executive, Ellie O'Dell who joins The Numbers Lab Read more 3 Sep 2014 Making Sense of Authenticity The concept of authenticity has real relevance to people and as such it is an important selling point and driver of value for brands. Read more 11 Aug 2014 Firefish appoints Selena King, as new Qualitative Group Head Selena King, esteemed qualitative researcher and AQR committee member Read more 28 Jul 2014 Youth market turned off by information overload from digital and social media Firefish & The Pineapple Lounge kicked off the 2014 Youth Marketing Conference with a myth busting live panel session. Read more View All Next Careers Work with the brightest and best Firefish offers you the opportunity to fast track and transform your career in an environment that will stimulate and challenge you, and we aim to develop and support your interests and talents. We give back as much as you put in, and work together to fulfil all our joint potential. Find out more The Pineapple Lounge - Senior Qual Director Wanted London Our kids and family consultancy, The Pineapple Lounge, is looking for a new senior researcher to join the team Netherlands - Qual Senior Research Executive Wanted Amsterdam Firefish Netherlands is looking for a bilingual Senior Research Executive to join the team. Just come and see us for a tea, coffee, pint... If you don’t see the right role for you here, get in touch anyway – we are always on the lookout for great people, so you never know...! Read more London 15 Worship Street Shoreditch London EC2A 2DT UK info@firefish.ltd.uk T: +44 (0)20 7826 9900 New York 68 Jay Street, Suite 301 Brooklyn, NY 11201 USA info@firefish.ltd.uk T: +1 (646) 286 4360 Amsterdam Tweede Kostverlorenkade 65 1053 SB Amsterdam Netherlands info@firefish.ltd.uk T: +31 (0) 20 260 12 86 Follow Us Follow Us Liar Liar: The truth about kids and research by @TPLresearch is a great read - buff.ly/ZLbuuK #mrx © 2014 Firefish Ltd | Cookies & Privacy Policy | Firefish Environmental Policy