Firefish was founded by Group CEO Jem Fawcus in 2000.

Jem’s fundamental belief is that there’s often a better – and different – way for brands to understand the motivations and behaviours that direct and affect human experience.

Firefish has since grown to become a $17m group of specialist businesses. We have offices in London & New York and provide human strategy, insight and thinking, to brands around the world. We do this through our offices and our network of local market partners.


The Firefish group consists of

Firefish logo

Qualitative Human Strategy Partners

The Pineapple Lounge

Kids and family insight specialists

The Numbers Lab logo

Elegantly clear quantitative

Our Locations

We have offices in London and NYC but our reach is global; we work with some of the world’s biggest brands across every continent.

Firefish is a member of the following organisations & initiatives

FIREFISH is ISO27001 & ISO14001 certified at 170-172 Tower Bridge Road, London, SE1 3LS, UK


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