FIREFISH

WEBINAR ALERT: We are launching our new Cultural Strategy whitepaper, "Treat Culture & The Future of Adult Pleasure" on 6th March at 2pm (GMT) Here how Treat Culture is shaping how a new generation thinks about pleasure, status and luxury and what that means for brands like yours. The live session will close out with a Live Q&A where you can ask Susie Hogarth, Head of Cultural Strategy and Sam Buckley, Head of Brand Strategy, your burning question. All the details and sign-up info below. We can't wait to share it with you. #mrx #humanbrands #adultpleasure #genzmarketing #culturalstrategy

“If I had asked people what they want, they would have said faster horses” This (almost certainly apocryphal) quote from Henry Ford is often used to discredit market research. And it’s pretty convincing, because it’s probably true. People’s opinions, taken at face value, can be at best confusing and at worst misleading. We’re terrible at knowing what we think and why we think it. We’re terrible at predicting our own behaviour. And we’re particularly terrible at being able to envisage the future. So what’s the point in market research? Well that all boils down to how you see the job of the market researcher. If their job is to facilitate conversations with your target audience, there is zero point to them. With all the recent advances in technology, you can be talking to your target audience all day if you like from the comfort of your swanky new kitchen extension. But that’s not the job of the market researcher. Our job is not to champion the importance of listening to what people say, but to understand which bits of what people say are important. Because the underlying need from businesses to stay connected to everyday people is real. They NEED to know whether their new idea is going to fly or not. They NEED to know how the world is going to evolve over the next 10 years and how their business will have to fit into it. The problem is not that market research is not needed, the problem is that a lot of it is still based on the misconception that it’s all about asking people’s opinions and then summarising what they said. Last year we launched QualifyAI, our AI powered qual platform, and created a hybrid model whereby humans do the thinking and consultancy and AI does the fieldwork and summarising. It’s been our fastest growing new product launch ever, adopted almost overnight by some of our biggest clients. The evidence for the ongoing need for market researchers is pretty clear to me. Opinions alone are not enough. I’ll be talking more about the emergence of AI and how it’s affecting the role of researchers at the Market Research Society (MRS) conference this year alongside industry visionaries Dylan Brownsword of Bumble Inc. and our very own Richard Owen. Come and check it out. #mrx #ai #humanbrands

ICYMI, we will be hosting a Webinar + Live Q&A on 6th March at 2pm (GMT) that will unpack our new report, 'Treat Culture & The Future of Adult Pleasure' Want to know why you should bother signing up? Well, this once-in-a-generation cultural shift isn't going away and we will tell you all about it and what it might mean for your brand. What are you waiting for? All the details - including how to sign up - are in here: https://lnkd.in/g-De3VuB #mrx #culturalinsight #treatculture #insighttoimpact #trends #treatyoself

💘PLEASURE💘- it is on everyone's minds right now and taking the time to treat yourself whenever you can has become part of everyday life, but particularly so for Gen Z. ⏰ Come along to our live webinar + Q&A on 6th March to find out all about it and what that means for your brand: https://lnkd.in/eH_7CHxm #webinar #culturalstrategy #genzmarketing #culturalshift #mrx #humanbrands

💴 ❤️ Bringing some #FridayFeels as we head into the weekend with another quote celebrating the great partnerships we have crafted with our clients over our 25 years of #firefishistory. The quote speaks for itself and if that doesn't, then perhaps come on over and have a look at our awards shelf where it is stacked with trophies for great work that has delivered impact and effectiveness to our clients and their brands. #mrx #insighteffectiveness #humanbrands #financialservices #marketingresearch #insighttoimpact

FIREFISH is hosting Firefish Webinar: Treat Culture & The Future of Adult Pleasure. Make sure to attend it on March 6.

THE FUTURE OF PLEASURE IS HERE: IS YOUR BRAND READY?   Young people are splurging more than ever, even as the economy stagnates, but is this just another "lipstick effect" or something far bigger?   Join Firefish on Thursday 6th March @ 2pm (GMT) for our Cultural Strategy webinar, where we’ll unpack our latest report on ‘Treat Culture & The Future of Pleasure’. In this report, we have gone deep - combining semiotic analysis, global data, and exclusive insights from Kyla Scanlon (the internet’s favourite economist) to decode this fundamental shift in how a new generation thinks about pleasure, status, and luxury - and will be telling you all about what it means for brands like yours. Expect to get insights on: - How the ‘Little Treats’ trend will evolve in 2025 & beyond - Why Gen Z are the ultimate ‘treaters’ and what they expect from brands - The rise of ‘maximising the moment’ & the new hedonism - The democratisation of luxury & the future of premium shopping - How brands can successfully leverage the new treating mindset If that’s not enough, we will be rounding out with a live Q&A session where you can ask Susie Hogarth, Head of Cultural Strategy; and Sam Buckley, Head of Brand Strategy, your burning question. What are you waiting for? Sign up now using the 'View Event' button. Can’t join us live? Don’t worry. We will be sending out the recording and the full whitepaper after the event, so sign up anyway you get it all straight to your inbox.  

Hot on the heels of our post about our #creativedevelopment work for ads at Super Bowl 59, we're delighted to say we were #insights partners on 4 fantastic spots with our great clients at Anheuser-Busch, working alongside their amazing creative agencies. Take a look at all the ads from the Big Game here: https://lnkd.in/g-CKXCFz #mrx #humanbrands

🥪❤️ Showcasing another great #superbowlLIX commercial that we worked on - this time it is Hellmann's hitting the spot. Nostalgia came out as a theme across a lot of the ads this year, but some didn't quite get the love that this 80s-movie-revival one did...well done, Team Unilever, VML and everyone involved. #mrx #humanbrands #communicationsstrategy #advertisingresearch https://lnkd.in/gSTTpYsv

Another day, another wonderful seal of approval for Team Firefish and the brilliant relationships we develop with our clients, this time from Ciaran Acford! Massive thanks for this. We love partnering with you and the team. We shall let the words speak for themselves and then, if you like what you see and want the same for your business/brand, then just drop us a line. We would love to talk to you. 📧 info@firefishgroup.com #firefishistory #mrx #humanbrands #insighttoimpact