Tech & Services

Designing seamless brand experiences, whatever the channel or device

Whether a commuter on the tube with their mobile, a grandparent using their tablet at home, shoppers browsing a store on a Saturday afternoon, or a customer calling your call centre to ask for support, today’s technology customers have one thing in common – a desire for a seamless brand experience regardless of where they are and what they are doing. At Firefish we help you build memorable brand experiences across all your customer touch points so you can build exceptional brand experiences regardless of the channel.

We combine the power of our innovative research approaches including FishEye, Aquarium, and FireFilms, with the latest service design thinking into customer journey mapping and service blueprinting. We add to this our extensive experience in brand strategy to develop strategic plans that ensure your brand essence is reflected wherever it is experienced, regardless of device or channel.

Our expertise in technology includes helping build amazing app experiences, pioneering approaches to understand media exposure in the digital space, understanding out of home media consumption using our innovative lifelogging and in-the-moment tools and utilising Service Design Thinking for better experiences and engagement, plus much more.

If you’re tackling the challenge of building exceptional brand experiences in the omnichannel world, or delivering optimum service design, then talk to the Firefish team.

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Our Work

Check out some of our work

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.

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.

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.

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.

Media

Media research that pushes all the right buttons

We love this dynamic, exciting, competitive sector. Whether you’re a media owner, publisher or agency, it is vital to understand how audiences are consuming content to win and sustain their attention and engagement - and ultimately to drive commercial revenues.

We thrive on solving knotty, strategic problems. Whether it’s TV, radio, online, print or digital, we understand media audiences. Starting from your business context, we build on your existing research to unpick the needs of your audience, understand their preferences and unlock their future desires. 

We combine traditional approaches with innovative methodologies to capture subconscious, in-the-moment media consumption. Recent projects include evaluating how device usage is changing and what that means editorially and commercially, optimising content to drive engagement levels, and generating commercial opportunities. And we bring all of this to life using visually arresting films that connect with all your stakeholders. 

Our approach has been recognised by a number of industry awards. If you want to win, retain, and deepen the relationships with your audiences, talk to Firefish

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Our Work

Check out some of our work

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.

FHM/Bauer Media: All about men

Once known as a ‘Lads mag’, FHM wanted to understand what today’s young men want from the magazine in the future. Our research included video blogs, diaries, depth interviews and groups, and uncovered 4D man – Firefilms brought him to life in a movie. Then we explored men’s role in society. The Result? FHM have used the findings to inform its strategy and future direction.

ITV - Crime Drama – Content Development and Audience Widening

Firefish conducted research with male and female viewers of different types of crime drama – from police to private detective and forensic to military – in order to understand how viewers engage with the genre. The aim of the research was to inform new programming in the genre and to continue to make it relevant for different types of viewers.

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.

FHM/Bauer Media: All about men

Once known as a ‘Lads mag’, FHM wanted to understand what today’s young men want from the magazine in the future. Our research included video blogs, diaries, depth interviews and groups, and uncovered 4D man – Firefilms brought him to life in a movie. Then we explored men’s role in society. The Result? FHM have used the findings to inform its strategy and future direction.

ITV - Crime Drama – Content Development and Audience Widening

Firefish conducted research with male and female viewers of different types of crime drama – from police to private detective and forensic to military – in order to understand how viewers engage with the genre. The aim of the research was to inform new programming in the genre and to continue to make it relevant for different types of viewers.

Financial Services

Understanding rational and emotional behaviour  

In a changing economic climate, where product complexity often meets a lack of engagement and trust, understanding how people make decisions about what financial products to buy requires the ability to go beyond rational responses and reported behaviour.

At Firefish we understand the need to consider the context that accompanies a thought or an action in this sector. After all, the process behind buying a pension, mortgage or insurance plan is closely linked to important events and milestones in our lives. We use a wide range of proprietary approaches to understand these ‘moments of truth’, and consider the emotional and rational drivers that influence behaviour. Crucial to understanding this sector is our expertise in behavioural economics that allows us to understand the subconscious influence on behaviour.

We bring clients a level of understanding that allows them to develop strategy and activation that ultimately makes a difference for them and their customers. 

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Our Work

Check out some of our work

Branch transformation

We created and managed a year-long community for a client that was transforming its branch network. We used both quant and qual techniques to research alterations made in test stores. The Result? Research findings impacted transformations ranging from design and layout to the queuing system. We also ensured staff were coached to handle the most common customer questions identified during the research.

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.

A question of uniform

Many banking groups are changing their branch networks. Before they make changes it is vital to understand how people use branches and what they want from them. We focused specifically on staff appearance, using individual interactions and group discussions to understand the role of staff uniform for both retail and business banking customers. The Result? The findings were used to revise the appearance of frontline staff

Branch transformation

We created and managed a year-long community for a client that was transforming its branch network. We used both quant and qual techniques to research alterations made in test stores. The Result? Research findings impacted transformations ranging from design and layout to the queuing system. We also ensured staff were coached to handle the most common customer questions identified during the research.

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.

A question of uniform

Many banking groups are changing their branch networks. Before they make changes it is vital to understand how people use branches and what they want from them. We focused specifically on staff appearance, using individual interactions and group discussions to understand the role of staff uniform for both retail and business banking customers. The Result? The findings were used to revise the appearance of frontline staff

Sport

Research with a competitive edge

Sport may not be a matter of life and death, but it’s not far off. It generates an emotional response powerful enough to unite generations and divide communities. And at Firefish, we love it!

We understand the challenges that come with growing a sports brand – from finding ways to change behaviour, to developing new product or communication ideas. We appreciate the different needs that exist across competing, fitness and training occasions, and that sports purchases can be as much about fashion, taste or the way it makes people feel as it is about functional benefits. We’re experts at finding the perfect balance between creating aspiration through elite technology, while appealing to a mainstream audience. Our research approach not only looks at how people behave, but enables us to capture the emotion of sport as it happens.

With more than a decade’s experience of conducting research for global brands such as Lucozade, Nike, Red Bull and Umbro, our expertise in sports research will give you the competitive edge.

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Our Work

Check out some of our work

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 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.

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.

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 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.

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.

Retail

Retail research that’s more than window dressing 

We all shop, but how often do we think about how we shop? Why choose the green variety over the blue? Or one model over another? A lot of what we do when we shop is automatic, driven by the contexts of our shopping experience. Good retail research takes these factors into account to get to the heart of what shapes our decisions in store and out.

We look at retail from all angles, interrogating the shopper journey and decision drivers every step of the way. We get close to shoppers in store, in their homes and on-the-go. We give you the complete picture, from the moment a shopper journey is triggered to the after sales experience. Not only can this help you meet your customers’ needs; it also empowers you to disrupt and shape their behaviour.

We have developed a suite of innovative tools to experience the shopper journey, from wearable cameras that memorise a bank of still images, to ethnographic video and mobile apps that capture shopper’s feelings and decision-making process. Add to this rich insight from our shopper segmentations and sales data, and you’ll see the full picture. 

If you want to experience retail research that’s more than window dressing, get in touch. 

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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.

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.

Furniture Retailer: Experiencing the customer’s journey

We worked with a major, global furniture retailer to improve the store experience and layout in three key international markets. Using FishEye cameras combined with research from traditional interview techniques, we brought the customers’ in-store experience to life. The result? Recommendations on ways to make the store experience and navigation better, and new shopper typologies that have become a core part of the brand’s marketing strategies.

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.

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.

Furniture Retailer: Experiencing the customer’s journey

We worked with a major, global furniture retailer to improve the store experience and layout in three key international markets. Using FishEye cameras combined with research from traditional interview techniques, we brought the customers’ in-store experience to life. The result? Recommendations on ways to make the store experience and navigation better, and new shopper typologies that have become a core part of the brand’s marketing strategies.

Beer, wines & spirits

Getting the measure of the drinks market

Drink is at the vanguard of many social and cultural phenomena. It can embody luxury and describe the codes of social protocol and ritual in a culture. It is no wonder then that we find researching drinks brands rewarding, thrilling and intriguing in equal measure.

Our experience in this sector is wide-ranging. We’ve observed, informed and shaped many trends in the market over the past decade - from the birth of the ‘5%’ lager club, to the contemporary social currency of small batch producers, to ultra-premium gifting in Asian business culture. Our work has encompassed the full suite of Firefish tools and techniques including working with design and semiotics experts, on-trade ethnography, product and packaging innovation, positioning, proposition, and communications development.

The drinks market is complex and dynamic, calling for a long view amassed over years of insight and expertise. Whether getting close to the boom in European in-home socialising, or understanding emerging flavour stories in boutique cocktail bars, we’re excited to hear more about the unique challenges facing your brand.

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Our Work

Check out some of our work

Bud 66’: Get your Kicks

How do you make a new variant like ‘Bud 66’ more relevant to consumers? We identified what the brand meant for different people, as well as awareness and importance of ABV by different consumer groups. We added Facebook generated data to traditional recruitment. The Result? We identified the most appealing market position for Bud 66, and built an emotional brand story with target-market appeal.

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

Lanson: Uncorking champagne

Lanson wanted to redefine their market position and create a point of difference for the brand. Firefish proposed a multi-layered route to understand how people relate to champagne, including paired depth interviews with consumers and trade, and following people on buying trips with hidden cameras. The Result? A long-term strategy, major trade and consumer communications, and a revitalised brand with a significant impact on sales

Bud 66’: Get your Kicks

How do you make a new variant like ‘Bud 66’ more relevant to consumers? We identified what the brand meant for different people, as well as awareness and importance of ABV by different consumer groups. We added Facebook generated data to traditional recruitment. The Result? We identified the most appealing market position for Bud 66, and built an emotional brand story with target-market appeal.

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

Lanson: Uncorking champagne

Lanson wanted to redefine their market position and create a point of difference for the brand. Firefish proposed a multi-layered route to understand how people relate to champagne, including paired depth interviews with consumers and trade, and following people on buying trips with hidden cameras. The Result? A long-term strategy, major trade and consumer communications, and a revitalised brand with a significant impact on sales

FMCG

Bringing focus and clarity to brand research

The fast moving consumer goods sector is the bread and butter of marketing – where it all began. Whether competing for share in saturated developed markets or driving penetration in emerging markets, competitive advantage stems from having a better understanding of people, how they see your brand, and the competitive context.

Firefish’s expertise in understanding people, brands and communication means we are experts in this arena. We understand that in a crowded marketplace, where brands are fighting it out for attention both at shelf and above-the-line, single mindedness and clarity are vital. As much as we’d like to think that people care about brands enough to read the small print, we know they generally don’t. So the shortcuts that aid decision making – pack design, brand personality and imagery – are as important as functional benefits in driving brand choice. 

Our expertise in this field is reflected by our status as trusted partners of some of the world’s biggest and best brands, including Axe, Magnum, Knorr, Lucozade and Mars to name but a few. 

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Our Work

Check out some of our work

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.

Heinz: Developing TV advertising with bite

We worked alongside Heinz and their agency to create an ad campaign for their new product Beanz Fridgepack. The ad campaign needed to cut-through and generate excitement in a competitive market. Our research identified the strongest creative approach, and key factors to address in the final execution. The Result? A successful product launch and a campaign that won accolades from the industry press.

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.

Coffee: Pack design with punch

We worked with one of the world's biggest coffee houses to help design arresting packaging that would grab shoppers’ attention in supermarkets and the out of home foodservice market. The research spanned the US, UK and Japan and used our own packaging research technique Design Drivers to identify the associations prompted by current and potential packs. The Result? Our recommendations informed the final pack design of this premium product.

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

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.

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.

Heinz: Developing TV advertising with bite

We worked alongside Heinz and their agency to create an ad campaign for their new product Beanz Fridgepack. The ad campaign needed to cut-through and generate excitement in a competitive market. Our research identified the strongest creative approach, and key factors to address in the final execution. The Result? A successful product launch and a campaign that won accolades from the industry press.

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.

Coffee: Pack design with punch

We worked with one of the world's biggest coffee houses to help design arresting packaging that would grab shoppers’ attention in supermarkets and the out of home foodservice market. The research spanned the US, UK and Japan and used our own packaging research technique Design Drivers to identify the associations prompted by current and potential packs. The Result? Our recommendations informed the final pack design of this premium product.

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

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.