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Firefish are an award-winning, full-service insight consultancy that combine an instinctive understanding of Human Behaviour, a deeply immersive view of Culture, and elegantly clear Data Science.

Brought together with years of strategy experience, we deliver a fuller, clearer picture that gives you the Competitive Edge you need to succeed.

We take a bespoke approach to each client challenge, fusing a range of established and tech-enabled methods, tools and techniques as needed.

We do this for some of the world's biggest brands & businesses from our offices in London and New York , supported by our hand-picked global partner network. 

We have Centres of Excellence that cover all aspects of Audience, Brand , Communication, Innovation & Cultural Strategy, as well as having dedicated businesses that deliver clear ways forward for Healthcare & Youth + Family-focused clients.  

To find out how we can deliver the Competitive Edge you seek, get in touch.


Our specialisms

Catering/Hospitality, Drinks (Non-alcoholic), Electrical Goods, Entertainment – in home, Fashion/Clothing, Finance/Investment – Personal, FMCG – General, Food, Healthcare, Interactive Entertainment, Media (Broadcast), Nutrition, Online Media, Retail, Sport/Leisure/Arts, Technology, Toiletries/Beauty Products, Toys/Games, Travel/Tourism, Wellness/Fitness
Advertising, Behaviour Insights, Brand/Branding, Communications/PR, Concept Testing, Consumer, Customer Experience, Data Analytics, Emerging Markets, International, Lifestyle & value trends, New Product Development, Packaging/Design, Product Testing, Segmentation research, Storytelling, Trendspotting, Usage & Attitude
Ad hoc, Advanced Statistical Techniques, Consultancy, Continuous, Creative development research, Data Analytics, Data audit & exploration, Deliberative Research, Desk Research, Ethnography, Face-to-Face, Market reviews and analysis, Observation, Online Qualitative, Qualitative, Quantitative, Semiotics, Tracking, User Experience (UX), Workshops
Affluent/High net worth, Black/Black British, Children & young people, Ethnic minorities, Hispanic heritage, LGBTQIA+, Mixed heritage, Older people, Parents of young children, People of colour, People with medical conditions, People with mental health conditions, People with physical disabilities, Seldom heard audiences, University students, Vulnerable adults, Youth/Teens
Africa, Australasia, Canada, Caribbean, Central America, Central Asia, Central Europe, China, Eastern Europe, France, India/Pakistan, Japan, Middle East, Northern/Western Europe, Republic of Ireland, Scandinavia, South America, UK, USA, Worldwide

Our people

Senior Contacts

Fran Alberry (Head of Audience & Communications)

Beth Broughton (President, Firefish USA)

Sam Buckley (Head of Brand Strategy)

Dr Bob Cook (MD, Firefish Healthcare)

Daniel Farrow (Head, Tracking & Testing)

Jem Fawcus (Group CEO)

Rich Fryzel (Head, Integrated Quant & Analytics)

Anne-Marie Gardner (Head, Ad Hoc Research, The Numbers Lab)

Riwanon Gestin (Strategy MD, The Pineapple Lounge)

Martyn Hill (Global Business Development Director)

Susie Hogarth (Head of Cultural Strategy)

Billy Holland (SVP, Firefish USA)

Jim Mann (Group Head, The Numbers Lab)

Lizzy Moroney (Head of Customer Strategy)

Richard Owen (Group Head of Innovation)

Majbritt Rijs (MD, The Numbers Lab)

Daniel Rose (UK MD)

Mark Webster (Head of Innovation)

Breakdown of Personnel

Admin/Support staff: 3

Executive/Research staff: 58

Non-research: 9

Field managers/supervisors: 7

Total Number of Employees: 51 to 100


“The Pineapple Lounge is absolute best-in-class in their field of kids, family and generational research. Over the past 5 years, not only have TPL delivered excellent global market, consumer and innovation research but have become a trusted strategic partner that our business highly values. The work and recommendations that TPL provides is always tailored, future-oriented, bold and highly relevant to the business challenges our company faces.” - Global Insights Manager, Global toy client

“In our journey to innovate against the 'Jobs to be Done' framework, Firefish have continued to be integral partners, with their agile and immersive approach to support 12-week Sprints. Overcoming initial internal hesitation, their smart thinking and mould-breaking approach demonstrated the critical value of strategic insight and was flexible enough to deliver at pace.” - Customer Insights Director,  Financial Services  client 

“Many suppliers can offer qual or quant, but the Firefish & the numbers lab team gave us confidence that they would be able to generate industry-leading qual and back that up with the most advanced statistical modelling to give us a rigorous and multifaceted  research design, uniquely created for us. The work has transformed parts of our product, marketing, and metrics. It's also led to follow-up research that's just as crucial to our industry thought leadership." Lead researcher, Global social media client

International Address

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


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