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.
Check out some of our work
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.
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
Starbucks: Pack design with punch
We worked with Starbucks 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.
IAB UK: Deconstructing device habits
How frequently do we connect to an internet device? How often and when do people reach for their mobile? Firefish used 700 hours of video footage of people wearing FishEye cameras over a three-day period to answer these questions for the Internet Advertising Bureau. The result? Advertisers gained a better understanding of relationships with connected devices, and what that means for the way brands communicate.
All the latest news, articles and event appearances from the world of firefish
Selena King, esteemed qualitative researcher and AQR committee memberRead more
Firefish & The Pineapple Lounge kicked off the 2014 Youth Marketing Conference with a myth busting live panel session.Read more
Sam joins firefish's quantitative division The Numbers Lab, from 2CV where he was working as the head of the Consumer Experience Research Team.Read more
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