People, Trends & Culture

Making sense of the world

The interaction between people, trends and culture is the driving force behind dynamic brands, a source of inspiration and new directions. And when brands get it right, they can achieve the most powerful situation of all – facilitating and creating trends in their own right.

We are expert at identifying global themes and understanding their local nuances. We go to great lengths to provide you with the understanding you seek, using everything from deep dive ethnographic approaches to in-the-moment methodologies. We work collaboratively to connect brands to people in more meaningful ways, utilising techniques including workshops, communities and co-creation. 

Our network of trusted local partner agencies brings cultural knowledge, experience and context to every multi-country or international project. Intelligent and realistic interpretation is at the heart of our approach: we pride ourselves on inspiring global debriefs providing all the local colour you need to tailor your message or product to any audience - regardless of location.

So if you want to understand why people behave in a particular way, the impact of their culture on decision making and what that means for your brand, talk to us. Let us make sense of your world.

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Our Work

Check out some of our work

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.