One of two new categories in 2010, this attracted a large number of entries with the Award going to Firefish for ‘Fisheye’. By taking a longstanding issue and effectively developing a solution which benefits the whole industry, this innovation is a real step change – not only because of its data capture ability, but because Firefish has embedded it in its research and demonstrated real value from the results.

WHAT THE JUDGES SAID
“Fisheye should be of interest to all of us – not only an innovation in thinking, it also brings an accountability to this type of research that we’ve never had before. It’s accurate, useful and we find it a refreshing new take on qualitative perspectives and techniques.”