Firestar Research

Firestar is a boutique agency specialising in qualitative methodologies and cultural insights. From our bases in Malaysia and Singapore, we work throughout the SE Asia region.

Service Range

  • Qualitative primary research.
Minimum Service for Primary Research

    • Qual: moderating.

Including any preceding tasks leading up to this service level.

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Item ID: MYS03WRA Category: Tags: ,


Firestar was established in 2001 to provide high level qualitative insight and cultural understanding across SE Asian markets.

We can help with qualitative projects throughout the SE Asia region, and our mixed team of expats and locals give your project in-market expertise as well as analysis from an outsider’s perspective, framing everyday behaviours and attitudes within the broader cultural and societal context. We offer typical qualitative methodologies such as group discussions, in home visits, ethnography, mobile qual, IDIs at B2B and B2C level, but also host cultural safaris and training. Our toolkit extends to semiotics, communications planning and neuroscience, and we have staff members with qualifications in all of these disciplines.

We can offer advice about how to get the best out of each SE Asia market, adapting methodologies and discussion guides to suit local respondents. We are not shy to push back if we think something won’t work, because in the end, we want you to get the best results from the research. We are constantly curious and love working with interesting brands and interesting people!

Qualitative Research

In-house Consulting Capabilities

    • Methodology development.
    • Guide and screener development.
    • Summary reporting.
    • Full reporting.
    • Presenting results.


Operational Capabilities

    • Recruitment with incentives.*
    • Moderating.
    • Translation of guide and screener.
    • Venue, hospitality and equipment.
    • Simultaneous translation to English.*
    • English transcripts.*

* Outsourced.

Data Collection Methods

  • Venue based focus group discussions.
  • Venue based indepth interviews.
  • Work place indepth interviews.
  • Home based indepth interviews.
  • Online bulletin boards.
  • Home based observations (e.g. ethnographic studies).
  • Retail based observations (e.g. shopping accompaniment).

  • Consumers.
  • B2B services.
  • Industry experts, professionals, specialists, industry observers.
Direct Field Resources

  • Indonesia.
  • Malaysia.
  • Myanmar.
  • Philippines.
  • Singapore.
  • Thailand.
Excluded Industry Sectors

  • Agriculture.
  • Non-profit sector (clubs, charity, social development etc.).

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