Innovation

Driving business and brand growth

In today’s saturated markets, it is innovation – not incremental change – that drives true growth. Brands are under increasing pressure to innovate, but we know there’s more to success than having great ideas – flawless execution is essential. 

At Firefish we address innovation from the ground up – starting from an understanding of people, categories and markets. We bring a powerful combination of insight, ideas and strategy to every challenge. We’re also renowned for our collaborative approach, co-ordinating the different parties involved in achieving a common goal: seeing the process through to delivery.

We appreciate that the innovation process can be costly, time-consuming and risky. Our approach adds value at every stage, while retaining the creativity and flexibility that allows great ideas to fly – from understanding the market and people’s unmet needs, through concept generation and development, to testing and final expression. Just look at our case studies for the evidence. 

We work on innovation projects at all stages of development, in a host of categories and on all continents, for some of the world’s leading brands. If you’re looking for strategic advice that makes a real difference to your business, partner with Firefish.

Our innovation experience includes Flora Cuisine, Magnum Gold, Robinson’s Double Concentrate, BT Infinity, Knorr Stockpots, Beefeater 24.

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Our Work

Check out some of our work

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.

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

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.

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

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.

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.

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

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.

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.

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

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.

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

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.

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.

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

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.