The Numbers Lab launched 13 years ago as a quantitative complement to Firefish’s strategy and qualitative research.

Firefish Group said the rebrand would better reflect how the agency had evolved to offer consulting informed by AI and new technologies.

As part of the rebrand, Firefish is launching a new Firefish Data website.

Majbritt Rijs, global managing director, Firefish Data (pictured), said: “As we move away from a ‘survey first’ mindset to being experts in all types of data – both structured and unstructured, primary and secondary – with a focus on connecting disparate data sets through analytical power and strategic commerciality, the rebrand is now a better reflection of what we do and how we connect that with the rest of our business.”