A person who is passionate about a particular cause, typically inciting change and taking radical action.

Sparky ideas to fire your imagination


Andrew Smith

“I’m passionate about delivering advice in business language that will make a sustained difference to your profit and performance.”


Andy Booth

“Research isn’t worth doing if it’s going to gather dust on a shelf. That’s why my starting point is always to consider how our work can make a difference.”

Firebrand is a business insights agency, formed by two
highly-experienced bright sparks with incendiary intent.

Our aim is to provide you with the reassurance, direction and insight needed to kindle the fires within your own brands and organisations.

We will fuel your thinking, and then fan the flames with creativity, enthusiasm and the fruits of many years’ experience in research and business. You benefit.

Firebrand will always present findings and recommendations in a commercial context that fully justifies your insight investment. That’s different!

Delivering commercial advantage to...

“Firebrand’s Andy Booth has great experience in researching cabin product and seating issues. Andy works with Virgin Atlantic development teams and frequent-flyers across the globe to ensure we retain our reputation for industry-leading in-flight product development.”

Paul Ward, Research Manager, Virgin Atlantic Airways Ltd.

Virgin Atlantic

“The pricing and benefits work and the prediction
model for Odeon’s new loyalty card
was the single most valuable insight project we
undertook during my time in charge.”

Luke Vetere, Marketing & Sales Director, ODEON Cinemas, 2004 – 2012


Firebrand’s Andy Booth has worked alongside the People and Performance Team at Avios for a nearly a decade, managing our annual employee engagement study and providing insight-based direction on people management and alignment issues.  Avios values his input very highly”

Steve Fairbrother – Director of Personnel. Avios

Avios logo

“…really helped provide a snapshot of our market and
obtain excellent feedback on our customers’ thoughts
about our brand… the results have been extremely
powerful and very insightful.”

David Kelly, Marketing Manager, International Wine & Spirits Competition (IWSC)

Internation Wine & Spirit Competition

“We are always impressed by how quickly Andrew
gets to grips with our project aims and anticipates
any subsequent questions we may have in his
analysis…our preferred researcher.”

Angela Crouch – Senior Director, International DNA

“Andrew and his team tackled the sensitive and emotive
topics in a measured and balanced manner…we really
valued and benefited from the excellent debriefing
session and thorough supporting report.”

Lou Parker-Jones, Strategy & Delivery Manager, Hampshire Police Authority

Testimonial Hampshire Constabulary

“The project was run very professionally and smoothly
and identified specific issues to address for
future customer marketing approaches.”

Richard Price – Marketing Manager, Brittany Ferries

Brittany Ferries