The new division will be led by Emma Worrollo who has joined Firefish from kids’ specialist Sherbert Research.

The Pineapple Lounge will offer strategy consulting on top of its research services, as well as studying emerging trends. It is already undertaking a study seeking to understand what it means to be ‘cool’ among children, and develop a formula for companies to assess how cool they, their products and their communications really are.

Worrollo said: “I’m really excited about being part of Firefish, and am delighted that together our innovative approach will provide children with engaging ways to have their say.”