Getting closer to real sex 

Most of Durex’s previous research was based on claimed or reported behaviour and so they came to Firefish to really understand what happens between the sheets in the UK & US, to unlock insights that would inform and help to shape their future comms, product and innovation strategies. 

We found people who would film their sexual encounters, across sexualities, having them record a video diary as they watched it back, to capture the full experience and reactions. Done with the greatest sensitivity, we delivered incredibly candid results that would not have been possible any other way. The global team were amazed at not only the method’s success but also the strategic direction we delivered for them, and the project was shortlisted for 2 research effectiveness awards.