AMSRO Trust Mark
Research services
  • Business to Business
  • Consumer Research
  • Full Service Agency
  • Qualitative Research
  • Strategic Consulting
Company NameKantar Millward Brown Firefly Practice
Head officeLevel 6, The Bond
30 Hickson Road, Millers Point
Sydney, NSW 2000
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Phone02 9929 1111
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Year your company was established1973
General information

Kantar Millward Brown Firefly Practice has the strategic and creative heart of a boutique research agency, backed by the resources and expertise of Kantar Millward Brown. We collaborate seamlessly to provide clients with the brightest creative and strategic research possible. Our single-minded objective is to drive our client’s brand success.
At Firefly we believe that forging deeper consumer connections leads to meaningful high impact brand experiences. Our understanding of the power of brands, and our innovative solutions gives us a unique ability to unearth human truths and elevate new ideas.
Meaningfully different brands thrive and stand out in an increasingly hyperactive media landscape with compelling brand content. They capture greater volume and value share, and command premium pricing.
We help our clients grow great brands by illuminating universal human truths that inspire meaningfully different ideas.

Our Offering
Our Creative Development Programs offer a suite of solutions to guide the creative development process – from developing the communications idea that brings brands to life, to optimising the executions our clients invest in.
Our solutions are underpinned by a common understanding of how advertising works. They have been developed to answer key business questions at each stage of the creative development process and are extensively validated to maximise both the short and long-term potential of advertising.
Our signature methodologies include:
IDeA | Our adaptable modular solution offers Inspiration, Development and Assessment to help you unlock thinking to identify big brand ideas that have the power to be used across channels, over time. Validation shows that ads developed based on brand positioning or campaign ideas we researched perform more strongly than those that were not.
Pre-LINK™ | Provides an early evaluative and diagnostic understanding to improve the likelihood of creative success. Pre-LINK™ determines if one or more creative directions deliver the desired message, are understood and clearly communicated, and will engage consumers with a strong creative idea. This qualitative technique uses the same metrics as Millward Brown’s LINK™ evaluative framework of engagement, brand association, and motivation that have been validated and refined over thousands of LINK™ copy-tests.
Life Streaming Ethnography | Real insights start with real people. Through true immersion observing, listening and collecting artefacts that give us clues about what is meaningful to people, we reveal human-centred perspectives, motivations and behaviours turning observation into insight.
Inspired NPD Workshops | Our Consumer Theatre Ideation and Workshop Sessions allow clients to connect and collaborate with consumers in fresh ways for brainstorming, prototyping and creative problem solving in order to illuminate and reimagine new product development opportunities.
TrendSight | An approach steeped in foresight leveraging our local and global knowledge network and insights to understand trends, anticipate value shifts and changing consumer needs to inspire fresh strategic perspectives, and help shape innovation, strategy and communications to help brands profit from change.
IdeaBlog | Our proprietary qualitative digital suite allows you to connect with consumers over a brief or extended period of time with the added benefit of opening the opportunity for a targeted or Australia wide conversation.

Number of full-time personnel6
Key personnel

Carolyn Reid, Executive Director
Emma Lewis, Senior Account Director
Jelena Tierney, Account Director
Becky Ingram, Account Director
Ciel Graham, Account Director

ADIA member since:1989
Research specialisation

To give businesses an edge in this increasingly media-cluttered, consumer-driven world, Firefly has the expertise to uncover truly differentiating insights that drive strategically sound recommendations.
We have brought together and continue to develop a team of extraordinary talent with diverse experiences, breadth of world-views and depth of interests – all without taking ourselves too seriously. Drawing on research, client and agency experiences, our diversity brings unparalleled perspective and an intrinsically multi-lensed approach to our research solutions, analysis, delivery and support.
We are passionate about people and how they interface with brands. We are motivated by helping clients better understand their consumers – what they think, feel and act on in their daily lives. It is the pursuit of these human truths that allows us to deliver illuminating insights for our clients’ businesses.

Illumination | Inspiration | Impact