The Numbers Lab Becomes Firefish Data

London-based Firefish Group has rebranded its quant and data analytics business the numbers lab as 'Firefish Data', reflecting its evolution into an agency delivering 'fully connected, integrated and agile human insights consulting, driven by AI, connected data and new technologies'.

The Group now consists of four divisions: Firefish: strategic qualitative and cultural strategy advisors; Firefish Data, for quant and data science insight; next generation and family insight and strategy provider The Pineapple Lounge; and sector specialist Firefish Healthcare.

Majbritt Rijs, Global MD of Firefish Data, says of the change: 'When we launched the numbers lab thirteen years ago, our vision was to create a quantitative complement to the brilliance of Firefish's heritage in strategy and qualitative exploration. That resulted in a powerful business, anchored in strategic work from segmentations, propositions & pricing through to creative testing and tracking offerings that delivered scientific rigour married with powerful and inspiring storytelling. As we move away from a 'survey first' mindset to being experts in all types of data - both structured and unstructured, primary and secondary - with a focus on connecting disparate data sets through analytical power and strategic commerciality, the rebrand is now a better reflection of what we do and how we connect that with the rest of our business to give our clients around the world game-changing insight'.

With offices in London and New York, the company is online at www.firefish.ltd.uk .