Tomorrow meets Today
FIT is a research and innovation consultancy that helps businesses create, capture, and scale functional value for growth in a digital world. We’re driven by a commitment to foster better, fairer, and more sustainable business practices.
Case Studies
We helped Alpro shift from a niche health product to a mainstream lifestyle brand by redefining its audience, broadening its product offering, and building a plant-based platform for growth.
Alpro
We worked with Swiftcover to disrupt the insurance market with a fully digital, fast, and frictionless brand that scaled to 1M customers and a £273M acquisition in just five years.
Swiftcover
We helped LEGO® turn in-store browsing into a digitally-enhanced experience that connected play, brand, and purchase, boosting engagement and conversion at the point of sale.
Lego
We transformed Big Bus Tours’ fragmented digital presence into a unified global ecommerce platform that increased conversions and enabled scalable international growth.
Big Bus Tours
We redesigned RNID’s ecommerce experience to reduce friction, improve accessibility, and align with its mission turning the store into a trusted support tool for people with hearing loss.
RNID
Who We Are
We are a team of researchers, consultants, scientists, and designers who see FIT as a platform for personal growth, through meaningful work, strong relationships, and solving real business challenges.
For over two decades, we’ve listened, watched and engaged with people, cultures, and organisations. This insight helps us shape strategies, services, and products grounded in real-world understanding.
Our expertise lies in building Functional Value, developed through years of applied practice. Using ethnography, systems thinking, participation, and collective intelligence, we co-create solutions that deliver real impact.
We help clients make sense of change, set clear priorities, and make smarter decisions, with people always at the centre.
Digital transformation is reshaping how we work, socialise, and live. Business is no exception. The world is in beta, and success is being redefined.
Collaborative Approach
Functional Value is the profit & brand equity gained when an organisation becomes more integrated into people’s lives. Functional Integration is the expansion of a brand’s ecosystem, introducing products and services that support new user needs and enhance how people experience both the brand and its offering.
Most of our projects drive change, and we navigate that change alongside our clients. We spark enthusiasm, build momentum, and empower people, working closely to ensure our clients take ownership and see lasting value from the work.
We’re fully invested in every assignment, creating impactful outcomes and a dynamic learning environment for our colleagues, partners, and clients. We focus on durable, long-term solutions, which is why so many of our client relationships stand the test of time.
Our Services
The FIT Blueprint® helps to identify growth pathways, which form a functional integrated ecosystem. This ecosystem drives value for both the user and the brand at scale
Our solutions are unique to every client, our industry experts who understand your sectors unique set of challenges are crucial to helping you achieve your growth goals
Our Capabilities
Strategy & Innovation
FIT BluePrint®
Research, Synthesis & Insights
Business Strategy & ROI Modelling
Roadmap Planning & Prioritisation
Opportunity Mapping
Scenario Planning
AI & Agents
AI Workflows
Data Analysis
Generative AI
Digital Experience
Brand Ecosystems
Digitalisation of Brand
Functional Value
Primary User Research & Testing
User Experience Design
Experience Vision Journeys
Prototyping
Interface Design
Journey Redesign
Service Blueprints
Technology Strategy
Future Casting
Support
On going Support
Digital Readiness
Innovation & Co-creation
Change & Participation
Workshops
LEGO® Serious Play®
Design Thinking
World Café
Gamestorming
Future Back / Backcasting