Direct Impact: A New Role for Research in Managing Influence
posted 12 Apr 2011
Research using online communities generates a wealth of valuable content. Apart from forming the basis of project analysis, this authentic and ultimately credible content can also have a positive impact for brands when used directly in its raw and unadulterated form in an age of social media and peer influence
FishEye
posted 17 Dec 2010To read the Best Innovation for FishEye™ paper, please see the attached PDF
DfT Advertising & Media
posted 17 Dec 2010To read the DfT/Leo Burnett ‘The Eyes Have It...’ paper, please see the attached PDF
‘Polyphonic Listening’ – AQR/QRCA Inspiration in Action Prague 2010
posted 15 Oct 2010
In the spirit of this social age – the one of the herd and strength through collaboration -Firefish have been actively sharing some of our cutting edge thinking at conferences both at home and abroad. In May, Innovation and Inspiration Director Dr Bob Cook introduced the concept of ‘Polyphonic Listening’ to the AQR/QRCA ‘Inspiration in Action’ conference in Prague. In his ‘pecha kucha’ presentation he explained the benefits of considering a subject from a variety of perspectives by setting up a variety of online conversation dynamics. Using the Aquarium™ web platform has allowed us to go beyond reliance on just researcher mediated dialogue and to develop truly holistic view of client. The paper was recently re presented at the AQR ‘Best of the Brits’ conference in London.
If you want to hear more about this, then please contact Dr Bob Cook or call on +44(0)20 7940 4100
On the Road – MRS Social Research Conference 2010
posted 15 Oct 2010
As winners of the MRS 2009 Social and Public Policy Award, Firefish were asked to join a heavyweight line-up of speakers at the MRS Social Research Conference. Alongside Fiona Seymour, Head of Marketing for the Department for Transport, Associate Director Daniel Rose stepped up to deliver our presentation – which highlighted the challenges of researching very young audiences and described the award-winning research process that resulted in a significant change in the way road safety messages are delivered to children.
Any research with kids throws up some familiar challenges – from finely tuning stimulus and reading between the lines of what they say, through to spotting when Johnny’s drunk too much Tango and needs a comfort break. Our approach incorporated a variety of techniques to get to the truth behind kids’ attitudes to road safety – from fun and creative pre-tasks, to sensitively moderated creative development sessions. This research was conducted both with the kids themselves, and with the parents and teachers who would ultimately be reinforcing the road safety messages.
Our research ultimately informed a new strategy for children’s road safety messaging. The current ‘Hedgehogs’ approach had been working well to inform kids of the rules, but failed to deliver an understanding of the consequences of not following them. As such, whilst kids knew what they were supposed to do, that didn’t always mean they were actually doing it. Firefish helped to develop a new campaign that fitted better with the media worlds kids were currently experiencing, and delivered a message that existed in their world, rather than the cartoon world of hedgehogs.
All of this was delivered alongside the lovely Fiona, who explained the positive effect the new campaign was having on road safety. It was a pleasure to be able to share our thoughts on road safety with a wider research audience and we hope to be at many more research conferences in future.