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

Get your entries in for the #ARFOgilvys award people! Our very own multi-award-winning-advertising-research-(and-in-fact-all-other-kinds-of-research) GURU Katrina Skwarek will be revealing the secrets of success here👇 #mrx #humanstrategy #advertising

As we know, our wonderful researchers wear many hats —moderator, analyst, consultant, and more. Our Stream A room finishes with ‘Al in research: evolving from researcher to strategic advisor’ exploring how Al is reshaping the researcher-client dynamic, breaking free from process constraints and positioning researchers as trusted advisors. Daniel Rose and Richard Owen from FIREFISH and Dylan Brownsword from Bumble Inc. showed how Al can help companies with limited resources deliver high-quality qualitative research and build strategic partnerships. Reiterating that there is still a very vital role for humans, keeping everything that requires a human touch - very human, and combining this with AI for other processes, gives great and valuable strategic insight. Democratising the strategic value of Qual, so everyone can access the brains of the industry. #MRSlive

Will we see you at Market Research Society (MRS) Annual Conference tomorrow? You will hear how Firefish uses its AI-powered approaches to get clients the insight they need to make decisions quickly - not just because it is fast but because it is combined with deep, human and strategic brand thinking that the C-Suite believe in. Seek out Daniel Rose, Jem Fawcus or Richard Owen (once he gets off-stage) to learn more. #mrx #humanbrands #HumanAI

Just over 1 hour to go until our Treat Culture & The Future of Pleasure webinar, live and direct with a Q+A session included. Want to come along? Sign up here: https://lnkd.in/epT2YwCu If you can't make it, sign up anyway and we will email you the report after, along with the recording. #mrx #humanbrands #treatyoself

WELCOME to Deepa Ramanathan, another new Senior Research Executive in our London team! Originally from India, Deepa has a background in advertising, marketing, and social research Outside of work, she's a passionate dancer and a practitioner of Bharatanatyam, a classical Indian art form. #mrx #humanbrands

TREAT YO'SELF! If you don't, then you are going to miss out on understanding how Treat Culture has become a macro-trend that isn't going anywhere anytime soon and what your brand can do to leverage this mindset. Sign up below even if the time doesn't work for you, as you will get sent the report after. https://lnkd.in/ecZR7Zk4 #mrx #treatculture #treatyoself

Welcome to the team, Michelangelo Palmisano! We are delighted to have you with us as a Senior Research Executive in our London team. Mickey joins us with a background in psychology and a wealth of experience in family research. He also has a passion for all things gaming, currently playing the new DLC for No Man's Sky, so feel free to say hi and ask him for his player ID if you want a new community player. #mrx #humanbrands

FINAL CALL FOR TREATS! Well, to join our Treat Culture & The Future of Adult Pleasure webinar, that is. Come and hear how this enduring macro trend is changing the way people think, feel and act...and what your brand can do to leverage this new treating mindset. Our new report - which has gone deep, combining semiotic analysis, global data, and exclusive insights from Kyla Scanlon (the internet’s favourite economist) to decode this transformation - will be unpacked in detail and all those that sign up will get sent a copy of it after the session. So what are you waiting for...TREAT YO'SELF to a dopamine-fuelled session this Thursday at 2pm (GMT). https://lnkd.in/e3QyMj-P

“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