Firefish Opens Kids and Families Arm

London-based qual agency Firefish has launched a specialist children and families research consultancy, 'The Pineapple Lounge'. The service will be led by Emma Worrollo, who specialises in kids, teens and mother-and-baby research.

The new boutique agency will offer strategy and consultancy to kids and families brands, in addition to research, market analysis and trend forecasting.

Worrollo's team is already undertaking 'Cool2', a research study aiming to 'define cool' through understanding what it means to children. Feedback will be used to develop a formula for companies to assess how 'cool' they, their products or communications are.

Firefish Director Jem Fawcus comments: 'Emma's ideas and approach combine perfectly with Firefish's global reach and cutting edge thinking, making The Pineapple Lounge a hub of knowledge for any clients who need to understand young people and families.'

Prior to joining the firm in January, Worrollo was an Associate Director at kids and teens qual research agency Sherbert Research, where she focussd on trend spotting, strategic brand planning and segmentation across the TV, music, FMCG and technology sectors. Earlier in her career, she was a senior researcher at Millward Brown.

Web sites: www.firefish.ltd.uk and www.thepineapplelounge.com .