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The Firefish Group is a contemporary strategic insight consultancy. We are a collection of smart, enquiring and curious category and technical experts, who combine research and data with our years of experience delivering insight-driven strategy, to help businesses make better decisions and drive relationships and growth..all brought to life with human emotion and empathy to give you, your business and your brands a clear way forward.

We close the gap between business and people around the world, using traditional and tech-enabled, data-driven, hybrid methodologies to answer business challenges with clarity and confidence. Let's talk...

Our specialisms

Drinks (Non-alcoholic), Energy/Utilities, Entertainment – in home, Fashion/Clothing, Finance/Investment – Personal, FMCG – General, Food, Healthcare, Home/Garden/DIY, Interactive Entertainment, Media (Broadcast), Nutrition, Online Media, Online Retail, Social Media, Sport/Leisure/Arts, Technology, Telecoms/Mobile/Internet, Toiletries/Beauty Products, Toys/Games
Advertising, Behaviour Insights, Brand/Branding, Communications/PR, Concept Testing, Consumer, Customer Experience, Emerging Markets, International, New Product Development, Packaging/Design, Usage & Attitude
Ad hoc, Consultancy, Continuous, Creative development research, Ethnography, Face-to-Face, Observation, Online Qualitative, Qualitative, Quantitative, Semiotics, Tracking, User Experience
Affluent, Children & Young People, Disabled people (physical/sensory impairment/learning difficulty), Ethnic Minorities, High Net Worth, Hispanic Heritage, LGBTQI+, Older People, Parents, Seldom Heard Audiences, Youth/Teens
Africa, Australasia, Canada, Central America, Central Asia, Central Europe, China, Eastern Europe, France, India/Pakistan, Japan, Middle East, Northern/Western Europe, Republic of Ireland, Russia, Scandinavia, South America, UK, USA, Worldwide

Our people

Senior Contacts

Fran Alberry (Head of Cultural Insight)

Andy Bloor (Board Director)

Beth Broughton (President, Firefish USA)

Sam Buckley (Head of Brand Strategy)

Dr Bob Cook (Board Director)

Sam Elphinstone (Group Head, The Numbers Lab)

Jem Fawcus (Group CEO)

Riwanon Gestin (Senior Director, The Pineapple Lounge)

Martyn Hill (Global Business Development Director)

Billy Holland (Vice President, Firefish USA)

Jim Mann (Head of Culture, The Numbers Lab)

Lizzy Moroney (Head of Customer Strategy)

Majbritt Rijs (MD, The Numbers Lab)

Daniel Rose (MD, Firefish UK)

Emma Worrollo (MD, The Pineapple Lounge)

Breakdown of Personnel

Admin/Support staff: 2

Executive/Research staff: 50

Non-research: 9

Field managers/supervisors: 4

Total Number of Employees: 51 to 100

International Address

Firefish USA
1 Dock 72 Way
7th Floor
New York
Tel: +1 718 855 4206


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