Andrew Smith

Firebrand Insight strategic thinking


Firebrand Insight - b2b strategic thinkers


Firebrand was formed in 2012 by ICG members Andrew Smith and Andy Booth, to leverage our joint experience of the global services sector, especially in travel, leisure, hospitality and professional services. We provide our skills as individual consultants or as a team.

We help organisations attract and retain customers, working in the UK and Internationally. We understand what drives customer loyalty and the link to product development, branding and communications. Check out our website for summaries, comments and blogs.

Our ‘Customers in Britain’ survey has run every spring since 2005. It’s managed in partnership with Research Now, tracking satisfaction, customer service attitudes and behaviour.

We provide all research methods as the brief demands, frequently using several methods together. We are equally happy with qual and quant techniques and talking to a very wide range of audiences. We often link with ICG associates and specialists for major assignments, so clients gain the best possible solutions and actions from research, at great value.


The sectors we know best are business services, travel & transport, hospitality, leisure and social research.Our clients come from a wide range of b2b and b2c industries and partner agencies, as our website illustrates. Please visit for summaries and testimonials to get the full picture.

Our experience is based around the issues of client relationship and retention, and how these link to products, service delivery, branding and communications.


It has been my great privilege to serve as ICG Chairman from 2007 to 2012, and see the organisation grow to 400+ members enjoying an increasingly useful and varied programme of services.

I spent over 25 years at major UK based research firms including NOP, TNS, ORC and GfK, working at Director level since 1993. I then established my own agency, ASR, in 2004, before moving on to set up Firebrand Insight with fellow ICG member Andy Booth in 2012.

BA Economics & Politics, Manchester 1978. Full member of the MRS.

Outside of the office I walk and cycle the hills of Surrey and elsewhere as much as possible, and am active in our local Rotary Club.


  • Business to business
  • Entertainment, leisure & travel
  • Financial

Skills & Services

  • Online/Mobile
  • Qualitative
  • Quantitative
  • Secondary Research (data mining, desk research, web analysis)