Global research agency Millward Brown announced this week that its qualitative practice, Firefly Millward Brown, will now have a Canadian arm.
With focuses on advertising effectiveness, strategic communication and media and brand equity research, the agency currently operates out of 55 countries worldwide. (Millward Brown is part of Kantar, WPP‘s data investment management division.)
The Canadian launch is meant to offer clients a thorough qualitative focus should they require it, as opposed to having qualitative data be supplementary to quantitative research.
“We have had a qualitative offer in Canada for many years, but historically treated it as a methodology rather than a centre of excellence,” said Scott Megginson, president of Millward Brown Canada. “Many of our clients are now looking for solutions that can service globally, as well as alternatives to the traditional focus group.”
As one example, the agency will “tap into our Asian moderators to conduct research with new Canadians from those countries,” according to Sandy Shiffman, managing director of Millward Brown Firefly Canada.
According to a statement, the firm “develops innovative approaches to uncover and illuminate consumer insights and drive brand success.” Shiffman said the agency’s goal is to help clients grow their brands, and to do so with a keen understanding of “what is important to people.”
At present, the company’s attention is focused into digital innovation. The agency will run properties such as Mobile Live, which obtains real-time feedback as well as perception and behavioural data through groups of people experiencing the same event; Mobile Lifestreaming, an opt-in application that helps decipher actual behaviour versus stated behaviour; and IdeaBlog, which Stiffman called “an online forum for idea development and exploration which allows us to dig for Canadian insights that go beyond Toronto.”
As Firefly’s managing director, Shiffman will lead a team of three moderators plus support staff.
Megginson said the agency’s current Canadian client roster includes large-scale clients in technology, CPG and the automotive industry and food service industries. All, he said, will leverage Millward Brown’s global network.
