Case Study: How Firefish helped a global drinks brand choose its strongest activation route
By QualifyAI
- case study
- Concept Testing
- Qualitative Research
- AI
- Qualitative Data Analysis
- Concept Screening
- Agile Qualitative Research
A global drinks brand was developing a new creative platform and testing two bold, immersive experiential concepts. Concerns about cultural fit and local relevance had created uncertainty, with opinions divided across the team. Internal debate alone could not show which concept would generate more consumer excitement, communicate the brand clearly or feel credible in local markets. The team needed a fast consumer perspective before moving forward with the creative.
Firefish used its QualifyAI tool to conduct AI-powered qualitative research with 100 in-market participants across both concepts. The research explored whether each concept was easy to understand, could be described in consumers’ own words, created a desire to participate, felt right for the brand and could be realistically imagined in their lives. Firefish also worked closely with the creative team to sharpen and simplify the stimulus, ensuring each concept communicated quickly and clearly on a single screen.
The research revealed a gap between internal assumptions and consumer response. Several concerns about local relevance proved unfounded. Consumer feedback showed which concept generated the most excitement, where refinement was needed and which elements strengthened the brand connection. The findings helped align stakeholders, build confidence in the chosen route and secure approval to move forward with a clearer creative direction.
